Arvind Mediratta Enters Food Retail with FreshTerra, Plans Delhi-NCR Expansion.

Retail industry veteran Arvind Mediratta, along with Ambuj Narayan, is set to launch a new food retail chain, FreshTerra, under Elixiir Foods, targeting the growing demand for fresh, healthy and premium food products.

FreshTerra stores will offer a range of fresh and packaged food products, including private-label offerings. The outlets will also feature cafés, live flour milling facilities and dedicated cold-pressed oil rooms as part of the company's differentiated retail format.

The venture comes after Elixiir Foods raised $9 million in seed funding in February in a round led by 3one4 Capital, with participation from Incubate Fund Asia.

"Indian consumers are evolving with the per capita income of the country crossing the $2,500 mark, which has driven a significant increase in demand for healthier and fresher products, alongside a growing café culture. We believe the next 20-25 years will belong to brands focused on fresh, wholesome and gourmet food," Arvind Mediratta, Founder and Chief Executive Officer of Elixiir Foods, told businessline.