Retail industry veteran Arvind Mediratta along with Ambuj Narayan is set to launch a new food retail chain under the brand FreshTerra with a focus on offering fresh and packaged food products along with private label products. The company will also have cafés at the stores along with live flour milling and dedicated cold-pressed oil rooms.
The new venture is being launched under Elixiir Foods that raised $9 million in seed funding in February, led by 3one4 Capital with participation from Incubate Fund Asia.
Arvind Mediratta, Founder & CEO of Elixiir Foods told businessline, “Indian consumers are evolving with the per capita income of a country crossing $2,500-mark which has spurred a big increase in consumption of products which are healthier and fresh besides a growing cafe culture. We believe the next 20-25 years will belong to brands which will focus on fresh, wholesome, and gourmet food.”
He added that these stores will be designed as a trusted neighbourhood destination for fresh, wholesome and gourmet food products including three dedicated live preparation rooms for spices, flour and oils. The first store is coming up in Gurugram.
Arvind Mediratta, Founder & CEO of Elixiir Foods
“India is a value-conscious market. So we want to offer great quality products to our customers, but at a price which is affordable,” he added.
Mediratta said the company plans to have 12-15 high-performing stores in the Delhi-NCR region along with robust online presence across the region by FY28. “This cluster-led model is backed by a strategic farm-to-store sourcing setup and a technology-driven supply chain built to maintain freshness end-to-end,” he added.
He added that the stores will also offer gourmet experience through an in-house cafe featuring chef-curated meals, artisanal coffee, and wholesome ready-to-eat options made using store-fresh ingredients. He added that the assortment will include direct farm-sourced fruits and vegetables, farm-fresh dairy, antibiotic and chemical-free meat, poultry, and seafood, Certified Organic staples, condiments, and an exclusive private-label range of FreshTerra products.
The company will also have standalone cafes to tap into the fast-growing cafe-culture and as part of the broader brand-building strategy. The cafes will also list their products on food aggregators.
“Once we build presence in the Delhi-NCR region we will look at other cities such as Bengaluru, Pune and Hyderabad. We believe we can tap into the top 30-40 cities to build a strong business,” he added.
Published on July 24, 2026
