Entrepreneur Abhishek Middha has launched Middha Ventures, the investment arm of Middha Global, marking his formal entry into India’s early-stage startup ecosystem. The Mumbai-based platform will operate as a family office focused on consumer and emerging sectors, combining capital with strategic support for young companies.
Abhishek Middha enters early-stage startup investing
The firm has begun with two investments, Ruskle and Fitreak, with a combined outlay of Rs 1.05 crore, signalling an active start rather than a soft market entry.
One of the first bets is Ruskle, which Middha Ventures said it has backed at a valuation of Rs 14 crore. The company is described as India’s first flavoured rusk brand and is trying to refresh a traditional category with new flavours aimed at younger consumers.
During its pitch, the founders reportedly asked the audience to taste the product before beginning the presentation, a move Middha said helped build immediate conviction around the brand.
The second investment is in Fitreak, where Middha Ventures led a round of Rs 70 lakh. Fitreak is building a fitness and wellness marketplace focused on curated commerce, AI-led recommendations and expert-backed content. The company stood out after returning with quick market validation, including the onboarding of notable brands within weeks.
The launch also offers a glimpse into the firm’s broader investment thesis. Middha Ventures says it wants to back founders with strong product thinking and differentiated go-to-market ideas, particularly those able to move quickly and demonstrate early demand.
Middha said India is entering a strong decade of entrepreneurship and that the firm wants to work with founders who are not just building products, but also creating new consumer experiences and categories.
The move comes at a time when more traditional business families are building structured vehicles to participate in the startup ecosystem. The release notes that such platforms are increasingly bringing long-term capital and operating experience into early-stage investing.
Middha has spent over 15 years building businesses in global trade and logistics, and currently serves as Managing Director of Middha Global and CEO of QShip Worldwide. That entrepreneurial background is now being channelled into startup investing through Middha Ventures, which says it will take a long-term approach while backing founders driven by conviction and consistency.
For now, the firm’s opening message is straightforward: Middha Ventures is entering the market with capital deployed, two startup bets announced, and a clear preference for founders who can show both product strength and execution discipline.
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