The tech-enabled grocery startup secured funding from 3one4 Capital and Incubate Fund Asia to build a destination-led platform for urban consumers
Tech-enabled grocery startup Elixiir Foods has raised USD 9 million in a seed round led by 3one4 Capital, with participation from Incubate Fund Asia, to build a destination-led, technology-driven grocery platform for urban India.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods focuses on fresh, wholesome, and gourmet products, spanning categories such as produce, dairy, meat, seafood, flours, spices, snacks, beverages, and ready-to-eat items. The platform integrates farm-led sourcing, a high-trust private label engine, and a centralised wholesale-distribution model to deliver “affordable premium” offerings at competitive prices.
Mediratta said, “India’s urban consumers are shifting toward healthier and higher-quality food. Elixiir Foods is a tech-native destination, combining freshness, trust, and gourmet variety with value-conscious pricing.”
The funds will be used to launch the platform, strengthen tech-enabled sourcing and supply chains, expand wholesale and distribution infrastructure, and build a city-focused rollout model.
3one4 Capital highlighted the startup’s format innovation and operational discipline, while Incubate Fund Asia pointed to India’s structural shift toward high-trust, story-driven consumption, likening it to the emergence of global grocery leaders like Trader Joe’s.
