The company plans to establish a strong position in Delhi NCR with 12-15 high-performing stores along with online presence across the region by the financial year 2028
FreshTerra, a fresh and gourmet food retail brand from Elixiir Foods, has commenced its rollout in Delhi NCR with its Gurugram debut, followed by key locations across Delhi and Noida. The company plans to establish a strong position in Delhi NCR with 12-15 high-performing stores along with online presence across the region by the financial year 2028
The company said that this cluster-led model is backed by a tight farm-to-store sourcing setup and a technology-driven supply chain built to maintain freshness end-to-end. Designed for urban consumers, the parent company is simultaneously also bringing its mobile app as well. FreshTerra offers certified organic staples, strictly vetted produce, clean meats, dairy, and curated private labels under one roof
“Urban Indian households no longer want to choose between convenience and uncompromised food quality. At FreshTerra, our shelf space is earned, not given. We apply a ‘survival of the strictest’ standard across every single category, from live-milled flours and cold-pressed oils to certified organic staples and direct farm produce,” stated Arvind Mediratta, Founder, Elixiir Foods.
The enterprise is supported by USD 9 Million in seed funding secured in February 2026, led by 3one4 Capital with participation from Incubate Fund Asia. With FreshTerra, consumer and retail industry veteran Arvind Mediratta has embarked on his entrepreneurial journey. He previously served Managing Director and Chief Executive Officer of Metro Cash & Carry India.
Mediratta also previously built the USD 600 million ‘best price’ cash-and-carry business being Chief Operating Officer of Walmart India and then moved onto lead Walmart USA’s fresh division, the official statement noted. He also earlier served as the Chief Marketing Officer (CMO) of Yum! South Asia and held key executive roles at Procter & Gamble, Whirlpool, and Marico.
Ambuj Narayan has joined the venture as Co-founder and Chief Operating Officer. He brings over two decades of operational depth across Titan Company (former CEO of Taneira), Metro Cash & Carry and Walmart India.
