The fresh and gourmet food retailer, which opened its first Gurugram store two months ago, has launched its second outlet at Elan Epic as private-label products contribute over 55 per cent of sales
FreshTerra, the fresh and gourmet food retail brand from Elixiir Foods, has opened its second store at Elan Epic in Gurugram, two months after entering the city with its first flagship outlet.
The expansion comes as the company targets 12–15 stores across Delhi NCR by FY28, before entering other major urban markets. FreshTerra said private-label products accounted for more than 55 per cent of sales at its first Gurugram store, providing insights into consumer preferences and product categories.
Private Label Drives Early Traction
Founded by Arvind Mediratta and co-founder Ambuj Narayan, FreshTerra combines fresh produce, meat and protein, dairy, staples and everyday food essentials with an in-store food experience.
The company said it has built a community of more than 5,000 customers, with a high repeat purchase rate. Its private-label portfolio, including ghee, cold-pressed oils, Khapli atta, exotic dry fruits and nuts, and snacks, has emerged among its key-selling categories.
FreshTerra also said its average order value is nearly twice that of app-only grocery players, while Mediratta said the company’s app average order value is 60–70 per cent higher than that of other app-only players.
Store Experience Integrated With Delivery
FreshTerra’s first Gurugram outlet incorporates food preparation into the retail experience, with customers able to witness processes such as flour milling, spice grinding and cold-pressing of oils.
The store also features a café offering chef-curated meals and ready-to-eat products made using store-fresh ingredients. Products prepared in-store, including freshly milled atta, cold-pressed oils and freshly ground spices, can be packed and delivered to customers through the company’s app.
The company is positioning this physical and digital integration as an omnichannel model, allowing consumers to discover products in-store while accessing the same range through home delivery.
Cluster-Led Expansion Strategy
FreshTerra plans to build its Delhi NCR network through a cluster-led model, supported by a farm-to-store sourcing system and technology-enabled supply chain.
Mediratta said the response to the first store has provided the company with insights into customer preferences, private-label adoption and the role of in-store experiences. He added that immersive theatre room experiences, private-label snacks and the meat and poultry section have emerged as key sellers.
Narayan said the company would focus on strong unit economics as it expands, with each outlet combining a food-led retail experience with technology and omnichannel capabilities.
The company plans to establish its Delhi NCR network before expanding the FreshTerra format into other key urban markets.
