Atelier Expressions to acquire majority stake in luxury mithai brand Khoya by August 2026
TVS Venu group's premium lifestyle platform Atelier Expressions will take a majority stake in Delhi-based handcrafted mithai brand Khoya, aiming to scale its confectionery footprint across India. Founder Sid Mathur retains operational control.
What happened
Atelier Expressions, TVS Venu group's premium lifestyle platform, will acquire a majority stake in Delhi-based luxury mithai brand Khoya (Lonestar Hospitality)
Key facts
- majority stake
- founded 2016
- end of August 2026
Why this matters
This majority-stake buyout of a founder-run luxury mithai brand highlights an active premiumization roll-up trend—watch for further boutique confectionery targets seeking distribution and capital.
What to watch
- Deal close confirmation and stake percentage disclosure by August 2026
- Store count and city expansion announcements
- Founder Mathur's public statements on creative autonomy
- Additional TVS Venu confectionery/lifestyle acquisitions signaling roll-up
- Pricing changes or product line extensions indicating mass-premium drift
- Atelier appoints a retail expansion head and formalizes store rollout capex plan
- New flagship boutique openings in tier-1 metros as proof points
- Corporate and festive gifting B2B channel buildout for high-margin volume
- Selective premium e-commerce and quick-commerce distribution pilots
- Supply chain and central kitchen investment to protect handcrafted quality at scale