New omnichannel grocery format focuses on fresh, healthy, and gourmet foods as the company begins its Delhi-NCR expansion with plans for multiple stores.
Elixiir Foods has launched the first FreshTerra store in Gurugram, marking the company’s official entry into India’s premium food retail segment. The new retail format combines fresh produce, healthy everyday essentials, and gourmet foods through an omnichannel shopping experience that integrates physical stores with digital ordering and home delivery.
The launch follows $9 million in seed funding led by 3one4 Capital, with participation from Incubate Fund Asia. Founded by retail veterans Arvind Mediratta and Ambuj Narayan, Elixiir Foods aims to build a technology-driven grocery platform focused on quality, traceability, and value.
FreshTerra’s product range includes fresh fruits and vegetables, dairy products, meat, seafood, bakery items, gourmet foods, organic staples, ready-to-eat meals, and health-focused products. The retailer emphasizes direct farm sourcing, premium-quality ingredients, and a growing portfolio of private-label products designed to deliver healthier food choices at competitive prices.
Unlike conventional supermarkets, FreshTerra focuses primarily on food categories, avoiding household and personal care products to create a specialized destination for fresh and wholesome foods. The company also plans to strengthen its supply chain through centralized processing, grading, warehousing, and direct procurement from farmers to ensure consistent product quality and freshness.
The Gurugram outlet is the first step in a broader Delhi-NCR expansion strategy, with plans to establish 12–15 stores by FY2028. The expansion will be supported by investments in technology, logistics, private-label manufacturing, and distribution infrastructure, enabling the company to build a scalable omnichannel retail network.
With the launch of FreshTerra, Elixiir Foods is positioning itself to capitalize on India’s growing demand for healthier, minimally processed, and premium food products. The new retail concept is expected to strengthen competition in the organized grocery sector while supporting innovation in food retail, sourcing, and consumer experience.