Anmasa, a direct-to-consumer grocery startup, has raised $1.1 million in pre-seed funding to strengthen its presence in the staples and grocery delivery market. The round saw participation from Snow Leopard Technology Ventures, Veltis Capital, Blume Ventures, Indigram Lab, and angel investors.
The company plans to use the fresh investment to expand its operations, open new outlets, and set up microprocessing centers across Delhi-NCR by the end of the quarter.
Grocery Startup Anmasa
Founded in 2024 by Yatish Talvadia, former founder and CEO of Milkbasket, and Shailendra Upadhyay, founder of Veggie India, Anmasa focuses on freshly processed essentials. Its offerings include cold-pressed flours, wood-pressed oils, spices, and dry fruits.
The startup differentiates itself by working on quality, freshness, and transparency in the staples segment — a market largely dominated by big brands and unorganized players.
Omnichannel Expansion
Anmasa operates through an omnichannel model that blends online convenience with offline trust. It runs an experiential store in Gurugram where customers can explore products, while also offering 90-minute doorstep delivery for online shoppers.
Co-founder Yatish Talvadia highlighted that most customers first build trust through in-store experiences and later shift to online ordering. This customer behavior shapes the company’s technology and retail strategy.
Market Opportunity
India’s direct-to-consumer (D2C) market is witnessing strong investor interest. According to Statista, India already has 800+ D2C brands, with the sector expected to cross $80 billion in 2024. Categories like grocery, beauty, and fashion are among the most popular.
The branded staples market alone is valued at Rs 80,000 crore, with established players such as ITC’s Aashirvaad, Fortune, and Pillsbury dominating the space. New-age entrants like Anmasa and Emami are competing to capture market share in this fragmented category.
Grocery Model in India
With its funding and omnichannel strategy, Anmasa joins the growing list of grocery startups in India that are reshaping how staples are delivered. Its 90-minute delivery model, combined with microprocessing centers and experiential stores, positions it as a modern alternative to both regional brands and established giants.
By focusing on freshness, speed, and trust, Anmasa is aiming to redefine grocery shopping for urban families, making it more transparent and convenient in India’s evolving retail landscape.
