Brands
Elixiir Foods raises $9m to build urban grocery platform
3one4 Capital and Incubate Fund Asia back tech-led fresh food venture
DELHI: Elixiir Foods has secured $9 million in seed funding to build what it calls a destination-led, technology-driven grocery platform for urban India.
The round was led by 3one4 Capital, with participation from Incubate Fund Asia. The NCR-headquartered start-up plans to use the capital to launch its initial operations, strengthen its fresh sourcing and private label supply chains, expand its wholesale and distribution backbone, and build the technology required for a density-led city rollout.
Founded by Arvind Mediratta and Ambuj Narayan, Elixiir Foods is positioning itself as an “affordable premium” food destination. The idea is simple but ambitious: five-star quality at prices that still make sense to value-conscious Indian households.
The platform will span fresh produce, dairy, meat, poultry and seafood, alongside daily essentials such as flours, rice, spices, ancient grains, condiments, snacks, beverages, ready-to-eat and frozen foods. The emphasis is on fresh, wholesome and minimally processed products, including organic and pesticide- and antibiotic-free options.
Elixiir’s model blends farm-led sourcing with a high-trust private label engine, supported by a centralised wholesale and supply platform designed to make sourcing, distribution and replenishment more efficient. The company plans to serve dense urban micro-markets through flexible, partner-enabled and platform-led distribution formats.
The timing is deliberate. As India’s GDP per capita crosses the $2,500 mark, more than 150 million urban consumers are trading up from basic staples to healthier and higher-quality food. Elixiir is betting that this shift is not a fad but a structural change in how India eats.
“India is no longer looking only for basics,” said Elixiir Foods founder and chief executive Arvind Mediratta. “Consumers want healthier choices and authentic gourmet cuisines, not just from across India but from around the world. We are building a tech-native destination positioned as the most trusted platform for fresh, healthy and gourmet food.”
He added that pricing remains the decisive factor. “Indian customers across all socio-economic classes are highly value-conscious. That makes getting pricing right at the wholesale and distribution level central to our proposition. The total addressable market exceeds $100 billion and continues to grow.”
Mediratta brings 34 years of FMCG and retail experience, having held senior roles at Walmart, Metro AG, Procter and Gamble, Yum! Brands and Marico, across markets including India, China, Asean, the US and Australia.
Co-founder and chief operating officer Ambuj Narayan has over 25 years of experience in retail strategy and operations. Formerly chief executive of Taneira at Titan Company, he has also held leadership roles at Walmart and Metro, building and scaling multi-store networks across categories.
Together, the founders represent one of the more seasoned operating teams in Indian grocery retail, having collectively managed some of the country’s largest food and grocery businesses.
3one4 Capital investments team member Anand Batra said, the firm began working with Elixiir at the concept stage. “The most scalable customer platforms emerge when format innovation and operational discipline are integrated from the start. Elixiir reflects a first-principles approach, built on a tech-enabled wholesale foundation for long-term growth.”
Incubate Fund Asia founder and partner Nao Murakami, compared the opportunity to the rise of differentiated grocery chains in other markets. “When consumer tastes shift towards quality and trust, new formats emerge. We believe India is at that inflection point today,” he said, adding that the founders’ operating depth gives the company a strong base to scale.
If all goes to plan, Elixiir Foods hopes to turn the weekly grocery run into something more than a chore, and perhaps even a destination in its own right.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
