Direct-to-consumer grocery startup Anmasa has raised ₹30 crore in a seed funding round. The investment was led by Fireside Ventures. Blume Ventures also joined the round along with existing investors and a group of high-net-worth individuals (HNIs).
With this latest investment, the Gurugram-based startup has now raised a total of ₹47 crore, which is close to $5 million. The fresh capital will help the company expand its business, strengthen its operations, and reach more customers across India.
The funding comes at a time when many consumers want fresh food products that reach their homes quickly. Anmasa has built its business around this demand by focusing on products that are prepared only after an order arrives.
Company Plans Expansion Across More Cities
Anmasa has already created a strong presence in Gurugram and Noida. The company now plans to enter more cities with the help of the new funds.
Expansion is one of the biggest goals after this investment. As the customer base grows, the company wants to serve more households with its fresh grocery products. Entering new markets will allow Anmasa to reach people who prefer freshly prepared staples instead of products that stay on store shelves for long periods.
The company believes that this strategy can help it build a larger customer base while maintaining the quality of its products.
New Manufacturing Hubs Will Support Growth
A part of the ₹30 crore investment will go toward setting up new manufacturing hubs.
These hubs play a major role in the company’s business model. Instead of preparing products far away and sending them across long distances, Anmasa makes many of its products close to the customer. This helps keep the products fresh and allows the company to complete orders in a short time.
As the company enters more cities, additional hubs will become important for smooth operations and faster deliveries.
Investment Will Strengthen Technology
Technology is another major area where Anmasa plans to invest.
The company wants to improve its technology systems to make operations more efficient. Better technology can support order management, delivery planning, inventory control, and customer service.
Anmasa also plans to improve product personalization. This means customers may receive recommendations or options that better match their needs and preferences. A stronger technology platform can also help the company handle a larger number of orders as its business expands.
Senior Leadership Team Will Grow
The startup also plans to hire senior leaders.
As young companies grow, experienced professionals often help manage larger teams, improve operations, and guide future expansion. By bringing more senior talent into the company, Anmasa hopes to strengthen its leadership team and prepare for its next stage of growth.
A stronger management team can also support faster decision-making and help the business scale in a more organized way.
A Different Approach to Fresh Grocery
Anmasa was founded in 2023 by Yatish Talvadia and Shailendra Upadhyay.
The startup focuses on products that many Indian households use every day. These include fresh stone-ground flour, wood-pressed oils, and freshly milled spices.
Instead of preparing these products well before customers place orders, Anmasa begins production after an order arrives. This approach aims to deliver products that are fresher than many packaged alternatives available in the market.
The company believes this model offers better quality while meeting the growing demand for fresh grocery items.
Neighborhood Micro-Factories Are at the Center of the Business
One of the key parts of Anmasa’s business is its network of neighborhood micro-factories.
These small production units prepare products close to customers. Since the products do not travel long distances before delivery, the company can complete orders quickly.
According to Anmasa, customers receive their orders within 90 minutes. Fast delivery, combined with fresh production, has become an important part of the company’s identity.
This local production model also helps the startup maintain freshness across its product range.
Strong Customer Response Supports Growth
Anmasa says it has achieved 23 times growth over the last 12 months across Gurugram and Noida.
The company has also reported strong customer loyalty. Around 70% of its direct-to-consumer revenue comes from repeat customers. This means many people return to place new orders after their first purchase.
Repeat customers are often seen as a positive sign because they show satisfaction with product quality and service. For a young startup, such numbers can help build confidence among investors and support future expansion plans.
Business Shows Healthy Store Performance
Along with customer growth, Anmasa says that most of its stores have reached positive store-level EBITDA.
This shows that many of the company’s individual locations perform well at the operating level. Healthy store performance is an important milestone for startups because it suggests that the business model can work successfully at each operating unit.
As Anmasa opens more manufacturing hubs and enters new cities, maintaining this level of performance will remain an important goal.
Fireside Ventures Backs Another Consumer Brand
Fireside Ventures has built a reputation for supporting consumer-focused startups in India. By leading this ₹30 crore seed round, the investment firm has shown confidence in Anmasa’s business model and future plans.
Blume Ventures also participated in the round, along with existing investors and several high-net-worth individuals. Support from both new and existing investors reflects confidence in the company’s direction and growth strategy.
Investor backing can help young businesses move faster, improve operations, and compete in a rapidly changing market.
Fresh Grocery Market Continues to Evolve
Indian consumers have become more aware of the quality and freshness of everyday food products. Many people now prefer groceries that are prepared close to home instead of products that remain packed for long periods.
This shift has created new opportunities for startups that focus on fresh food and quick delivery. Companies like Anmasa aim to meet this demand through local production and fast service.
As competition grows in the direct-to-consumer grocery market, businesses will need to balance quality, speed, and customer experience. Companies that succeed in these areas may find stronger customer loyalty over time.
Looking Ahead
The ₹30 crore seed round marks an important step for Anmasa. With total funding of ₹47 crore, the company now has additional resources to expand into new cities, build more manufacturing hubs, strengthen technology, improve product personalization, and bring experienced leaders into the business.
Founded only in 2023, Anmasa has already built a presence in Gurugram and Noida with a model that focuses on fresh stone-ground flour, wood-pressed oils, and freshly milled spices. Products are prepared after customers place orders, and deliveries reach homes within 90 minutes.
The company says it has recorded 23 times growth over the past year, while around 70% of its direct-to-consumer revenue comes from repeat customers. It also reports positive store-level EBITDA at most of its outlets.
With fresh funding, investor support, and plans for expansion, Anmasa now enters the next phase of its journey as it works to bring its fresh grocery model to more customers across India.
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