Elixiir Foods just got $9 million in seed money led by 3one4 Capital, with Incubate Fund Asia also chipping in. This makes Elixiir Foods one of the top-funded direct-to-consumer (D2C) brands and shows how fast the D2C scene in India is growing.
Right now, a lot of D2C brands are popping up in India, from food and drinks to beauty products and even electronics. Elixiir Foods is part of a new wave of startups that are creating a mix of online and offline systems. The $9 million investment is a big deal and shows that people are really interested in funding D2C companies.
Arvind Mediratta and Ambuj Narayan started Elixiir Foods. They’re creating a system that starts with farms and adds their own private label products, all supported by a main wholesale and supply chain platform. This way of doing things is becoming more popular, with companies focusing on having strong operations and good supply chains, not just a well-known brand. Elixiir Foods plans to use the money to start things up, improve their sourcing, expand their wholesale and distribution network, and create good tech for growing in different cities.
Elixiir Foods wants to be an online and offline grocery store that sells fresh stuff like produce, dairy, meat, and seafood, plus everyday items. They also want to sell things like flours, rice, spices, snacks, and frozen foods. This shows a move toward having a wide variety of products and really knowing the categories well. Customers want convenience, good quality, and to know where their products come from.
They’re up against some big names like BigBasket, Grofers, Spencer’s Retail, Nature’s Basket, and DMart Ready, which all have online and offline stores. But Elixiir’s focus on getting products straight from farms and making their own brands gives them a smart plan that balances online and offline sales with good behind-the-scenes operations.
This investment shows confidence in D2C brands that focus on infrastructure. People are talking about D2C companies going public or getting bought out, but early-stage grocery platforms like Elixiir Foods are building the base for long-term growth and good company value.
As D2C brands try to make a profit, control where their products come from, and use tech well, Elixiir Foods’ seed money makes them a company to watch in the grocery and essentials market. This news shows that the D2C world is expanding from just online brands to a mix of online and offline models that could change how grocery stores work in India.
With strong investor support and big plans, Elixiir Foods is not just part of the D2C scene—they’re building the base for the next stage of D2C growth in India.
