D2C grocery startup Anmasa has raised ₹30 Cr ($3.1 Mn) in its seed funding round. The round was led by new investor Fireside Ventures and also saw participation from existing backer Blume Ventures as well as undisclosed angel investors.
The startup has raised ₹47.5 Cr in total funding so far. This includes ₹9.75 Cr raised in a pre-seed round last year and a ₹7.5 Cr in bridge round in January 2026.
Anmasa plans to deploy the fresh capital to enter new cities, open new stores and manufacturing hubs while strengthening its tech infrastructure and leadership teams. A portion of the funds will also go towards product personalisation.
Notably, the startup is also building an enterprise resource planning (ERP) system to track its operations from sourcing and procurement to manufacturing and delivery.
“Technology, team building, expansion. These are the three core areas that we are focusing on moving forward,” cofounder Yatish Talvadia told Inc42.
As part of its expansion plans, the daily essentials brand is eyeing entering the Bengaluru market within the next three to six months, followed by Pune or Hyderabad. The startup has identified 25 cities for potential expansion over the next five years.
Betting On ‘Bright Stores’ To Scale Fresh Staples
Founded in 2024, Anmasa was cofounded by Yatish Talvadia and Shailendra Upadhyay, the former founder of grocery delivery platform Veggie India, which was acquired by Milkbasket in 2019.
Anmasa focuses on producing and selling minimally processed staples and pantry products, including flour, spices, edible oils, rice, pulses, ghee and dry fruits. The startup began with freshly milled flour and has since expanded its portfolio to around 200 SKUs.
The Delhi NCR-based startup follows a neighbourhood micro-manufacturing model, processing staples closer to consumers after an order is placed. Its outlets prepare stone-ground flour, wood-pressed oils and freshly milled spices in small batches.
At the heart of Anmasa’s offerings is its made-to-order flour, which allows customers to customise grain mixes for preferred grind texture in their flour. Instead of stocking pre-packaged flour, the startup holds inventory in grain form and processes it after receiving an order.
Customers can choose from more than thirty varieties of grains, millets and seeds to create multigrain blends and customise flour for regional dishes such as luchi, poori and bhakri.
“Every city is a mini-India, with diverse culinary traditions and nutritional preferences that cannot be served through standardised packaged staples. We founded Anmasa on a simple belief that food should adapt as per the consumer, not the other way around,” Talvadia said.
According to Talvadia, 88% of India’s wheat flour market remains unorganised, while local flour mills often struggle with hygiene and consistency. Anmasa is looking to bridge the gap between local mills and packaged staples brands by combining freshness and customisation.
Anmasa currently operates nine stores, five in Gurugram and four in Noida. It sells through its D2C platform and physical outlets. These physical outlets also serve as touchpoints for offline retail. The startup calls these outlets “bright stores”, in contrast to the dark store model used by quick commerce platforms.
Online orders are processed at the nearest store and delivered within 90 minutes, with each outlet serving in a 5-km radius. The startup has also begun deliveries in Delhi, offering same-day delivery for orders placed before noon and next-day delivery for orders submitted later in the day.
Around 85% of Anmasa’s revenue comes from online orders, while the remaining 15% comes from walk-in customers. Its physical stores also act as a customer acquisition channel, with about 40% of its online customers having previously placed an order offline.
The startup currently processes around 700-800 online orders a day and has a 90-day repeat rate of nearly 50%.
The cofounder claims that the brand has grown 23X over the past 12 months, registering a 10-12% uptick in sales month on month.. Around 70% of its D2C revenue comes from repeat customers, while most of its stores have achieved positive EBITDA at the store level.
Taking A Leaf Out Of The Milkbasket Playbook
Talvadia spent nearly nine years at Milkbasket, which was acquired by Reliance Retail Ventures in 2021. He later served as the grocery delivery startup’s CEO before stepping down in 2023.
Talvadia said his Milkbasket experience gave him a deeper understanding of consumer demographics across cities, helping Anmasa identify markets where its hyperlocal staples model could find takers.
This was one of the reasons Anmasa began with Gurugram and Noida. According to Talvadia, the two markets have a large migrant population, including consumers who grew up with access to locally sourced grains and neighbourhood flour mills but no longer have access to the same networks after moving to larger cities.
However, Anmasa has had to build a different consumer engagement playbook. Unlike Milkbasket’s largely contactless delivery model, Anmasa’s physical stores bring employees face-to-face with customers.
Talvadia said the startup has hired learning and development professionals to train store managers and delivery executives on customer interaction. The management also visits stores to understand what customers are buying and what makes them switch from other players.
“That’s the advantage of being a second-time entrepreneur because we have made a lot of mistakes the first time. Now, we are making new ones and doubling down on what we did right in the first place,” he said.
Anmasa competes with packaged staples brands such as Aashirvaad and Tata Sampann, as well as new-age food brands such as Anveshan, Zoff and Two Brothers Organic Farms. It also competes with local and organised flour mills offering freshly milled and customised flour.
The post Exclusive: D2C Grocery Startup Anmasa Bags ₹30 Cr To Expand Into New Markets appeared first on Inc42 Media.
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