Gurugram-based grocery startup Anmasa has raised $1.1 million in a pre-seed round backed by Snow Leopard Technology Ventures, Veltis Capital, Blume Ventures, and Indigram Lab, along with a clutch of angel investors. The capital will help the young brand, founded last year, deepen its hold in the branded staples segment and expand across Delhi-NCR.
Anmasa was co-founded in 2024 by Yatish Talvadia, best known as the founder of Milkbasket, and Shailendra Upadhyay of Veggie India. The company positions itself in the growing market for high-quality staples with a portfolio spanning cold-pressed flours, wood-pressed oils, spices, and dry fruits. Its model blends physical and digital touchpoints: a flagship experiential store in Gurugram sits at the center of operations, complemented by 90-minute home delivery through its online channel.
With the fresh infusion, Anmasa plans to open 10 more stores and micro-processing centers across the region before the current quarter ends. Talvadia said the brand’s distribution strategy is built around trust, with in-store discovery often leading to repeat online orders. “Transparency in food is our core proposition, and physical stores are key to building that trust,” he noted.
The funding underscores the larger momentum in India’s direct-to-consumer sector, which now counts over 800 brands and was valued at more than $80 billion in 2024, according to Statista. Within that, grocery remains among the top three categories, alongside fashion and beauty.
The branded staples market alone is estimated at ₹80,000 crore, historically dominated by heavyweights like ITC’s Aashirvaad, AWL Agri Business’ Fortune, and General Mills’ Pillsbury. Anmasa, alongside other new entrants such as Emami, is betting that consumers are ready to shift from unorganized local players to trusted, branded staples.
