In a significant move that underscores growing confidence in India’s consumer startup ecosystem, the JITO Incubation and Innovation Foundation (JIIF) has invested Rs 26.5 crore in Atomic Capital’s debut Rs 350 crore consumer-focused venture capital fund. This marks one of JIIF’s largest collective bets in the consumer VC space, reflecting rising optimism about the next wave of Indian consumption, especially among digitally savvy, non-metro buyers.

Backing the Next Generation of Consumer Brands

Atomic Capital, launched in 2024 and headquartered in Mumbai, is led by founder Apoorv Gautam. The firm positions itself as an “Operating VC,” offering not just capital but also hands-on support in brand building, growth marketing, supply chain management, and leadership hiring. This approach is designed to help early-stage, purpose-driven consumer startups mature into resilient, category-defining brands.

“We are delighted to have JIIF Angel members join us on our mission to empower the next generation of Indian entrepreneurs. Our approach is rooted in deep founder collaboration, strategic insight, and a relentless focus on capital-efficient scale,” said Gautam.

JIIF’s Expanding Footprint

The investment is a testament to JIIF’s growing influence in India’s early-stage startup landscape. In FY 2024–25 alone, JIIF deployed over Rs 60 crore across more than 20 startups spanning fintech, healthtech, logistics, artificial intelligence, and now consumer brands. The network now supports a portfolio of over 150 companies, reinforcing its reputation as a key facilitator of early innovation in the country.

Jeenendra Bhandari, Chairman of JIIF, commented, “It is a proud moment to see JIIF members backing Atomic Capital’s first fund. Their investment aligns with our broader thesis of supporting category-defining, purpose-led startups. India’s consumer opportunity is massive, and Atomic’s operating model is well positioned to unlock enduring brand value”.

Riding the Consumer Wave in India

Atomic Capital’s fundraise comes at an important time for India’s consumer market. The sector is undergoing rapid transformation, fueled by the rise of digital commerce, growing aspirations in Tier II and III cities, and a maturing direct-to-consumer (D2C) brand ecosystem. The fund aims to back digital-first consumer brands, wellness products, and regionally relevant ventures, capitalizing on the burgeoning demand from non-metro buyers.

JIIF’s sizeable participation signals strong conviction in the future of Indian consumption and the value of hands-on, operationally focused venture capital. As digital brands continue to reshape the country’s consumer landscape, this partnership between JIIF and Atomic Capital is supposed to play a strong role in nurturing the next generation of Indian consumer champions.

ALSO READ : Indian Tech Startups Hire Big: ₹4 Cr Packages, ESOPs to Attract Top Talent