Delhi NCR-based omnichannel grocery startup Elixiir Meals has raised $9 million in a seed funding spherical led by 3one4 Capital, with participation from Incubate Fund Asia.

Based by FMCG veterans Arvind Mediratta and Ambuj Narayan, Elixiir Meals is constructing a technology-driven grocery platform for city India. The startup integrates farm-led sourcing with a personal label mannequin supported by a centralised wholesale and provide chain platform.

It’s positioning itself as an “inexpensive premium” vacation spot for contemporary produce, dairy, meat, poultry, seafood and every day necessities. The platform additionally plans to supply flours, rice, spices, grains, condiments, snacks, drinks, ready-to-eat and frozen meals.

“India is now not trying just for fundamentals. It desires more healthy meals decisions together with genuine gourmand cuisines: not simply from completely different areas of India, however from world wide. Elixiir Meals is being constructed as a tech-native vacation spot, positioned as essentially the most trusted platform for contemporary, wholesome, and gourmand meals merchandise,” Mediratta stated.

He added that the corporate recognises Indian customers throughout all socio-economic classes are extremely value-conscious, making pricing the X-factor on the wholesale and distribution stage as a part of its buyer proposition.

“This represents an enormous alternative, with the full addressable market simply exceeding $100 billion and persevering with to develop.”

The startup will use the funding to launch its preliminary operations, strengthen its tech-enabled contemporary sourcing and personal label provide chains, broaden its wholesale and distribution spine, and construct the expertise stack required for a density-led metropolis rollout.

Anand Batra of 3one4 Capital stated, “Probably the most scalable and resilient buyer platforms emerge when format innovation and operational self-discipline are built-in from the very begin.” Nao Murakami of Incubate Fund Asia stated, “We consider that India is at this inflection level at this time, and this can be a huge alternative.”