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Retail industry leader Arvind Mediratta, together with Ambuj Narayan, has announced the launch of FreshTerra, a novel food retail concept operating under parent company Elixiir Foods. Designed to capture the shift toward premium, fresh, and wellness-focused nutrition, FreshTerra will merge traditional retail with interactive food experiences.
The venture recently secured $9 million in seed funding in a round spearheaded by 3one4 Capital, alongside Incubate Fund Asia.
In addition to standard fresh produce and private-label packaged goods, FreshTerra outlets will feature live flour milling facilities, cold-pressed oil rooms, and in-store cafés.
"With India’s per capita income crossing $2,500, consumer preferences are rapidly pivoting toward healthier choices and experiential dining," said Mediratta. "We believe the next quarter-century belongs to brands that prioritize fresh, wholesome, and gourmet living."
News by Rahul Yelligetti.
