Elixiir Foods Raises $9 Mn Seed Round Led by 3one4 Capital

Delhi NCR-based grocery startup Elixiir Foods has raised $9 million in seed funding, led by 3one4 Capital, with participation from Incubate Fund Asia. The company plans to use the investment to build out its supply chain and launch operations across major urban markets.

Founded by FMCG veterans Arvind Mediratta and Ambuj Narayan, the startup is attempting to carve out a space in India’s crowded grocery sector by focusing on product quality and sourcing rather than speed or heavy discounting. The founders, both of whom come from long retail backgrounds, are betting that urban consumers are gradually shifting toward more reliable and traceable food options.

Elixiir’s catalogue covers everyday grocery needs, including fresh produce, dairy products, meat, seafood, staples such as flours and spices, and packaged foods. The company works directly with producers and farms while also building its own private labels to maintain control over pricing and consistency.

Mediratta said demand patterns are changing, particularly among city consumers who are becoming more conscious about what they eat and where it comes from. He added that the company’s goal is to create a platform that offers dependable quality without pushing prices into the premium luxury segment.

The fresh funding will go toward strengthening sourcing networks, improving logistics capabilities, and building technology systems to better manage inventory and distribution.

Investors see potential in what they describe as a long-term shift in grocery consumption, where trust, product origin, and consistent quality are becoming more important factors in purchasing decisions. Incubate Fund Asia noted that similar trends have supported the rise of curated grocery chains globally, including formats comparable to Trader Joe’s.