D2C grocery startup Anmasa has raised $1.1 million (₹9.1 crore) in a pre-seed funding round backed by a consortium of venture investors, marking one of the early notable raises in India’s competitive staples segment this year.
The round was co-led by Snow Leopard Technology Ventures, Veltis Capital, Blume Ventures, and Indigram Lab, with additional participation from angel investors.
Founding Vision of Anmasa
Founded in 2024 by Yatish Talvadia, former founder & CEO of Milkbasket, and Shailendra Upadhyay, Anmasa positions itself as a health-focused grocery brand. The company specializes in freshly processed kitchen essentials such as cold-pressed flours, wood-pressed oils, and spices, a category where freshness and transparency have often been lacking.
Anmasa currently operates on an omnichannel model: an experiential store in Gurugram serves as a discovery hub, while its online platform promises 90-minute deliveries for everyday staples. The strategy, according to the founders, is to first build consumer trust in-store and then convert that into repeat online orders.
Expansion Roadmap
With the fresh infusion of capital, Anmasa has laid out an aggressive growth plan. By the end of the current quarter, the startup aims to open 10 new outlets and microprocessing centers across Delhi-NCR, strengthening its last-mile freshness and scaling capacity.
The funds will also go into category expansion, supply chain enhancement, and talent acquisition, alongside tech upgrades to replicate offline shopping convenience digitally.
Market Context
Anmasa’s raise comes amid a broader surge in investor interest in India’s D2C sector, which crossed $80 billion in market size in 2024, according to Statista estimates.
The staples market alone is valued at nearly ₹80,000 crore, historically dominated by FMCG majors such as ITC’s Aashirvaad, AWL Agri Business’ Fortune, and Pillsbury. But the segment remains fragmented, with ample room for new-age consumer brands to carve out niches. Anmasa, along with entrants like Emami, is eyeing this gap to offer trusted, healthy alternatives.
Significance
For early-stage backers, Anmasa’s blend of omnichannel presence, fast delivery, and focus on transparency signals a differentiated play in the otherwise crowded grocery space. As consumer demand tilts toward freshness, health, and reliability, the startup is positioning itself to challenge incumbents by combining traditional trust with digital convenience.
The coming quarters, with the rollout of new processing centers and stores, will test how quickly Anmasa can scale beyond its Gurugram base while sustaining the 90-minute delivery promise and its quality-first ethos.
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