FreshTerra to debut in Gurugram, targets 12-15 Delhi-NCR stores by FY28

Arvind Mediratta and Ambuj Narayan’s Elixiir Food will launch FreshTerra as a farm-to-store food retail chain, combining fresh produce, private labels, live preparation rooms, cafés and online distribution.

— Source publishedFri, 24 Jul, 2026, 13:41 IST·First seen Fri, 24 Jul, 2026, 13:46 IST·Source The Hindu BusinessLine

What happened

Arvind Mediratta and Ambuj Narayan will launch FreshTerra food retail stores under Elixiir Food, beginning in Gurugram. The farm-to-store concept combines fresh

Key facts

  • $9 million seed funding
  • 12-15 stores in Delhi-NCR by FY28
  • three live preparation rooms
  • 20-25 years
  • top 30-40 cities
  • per-capita income above $2,500

Why this matters

FreshTerra’s expansion creates partnership opportunities across farm sourcing, private-label manufacturing, last-mile delivery, café operations and retail technology in Delhi-NCR.

What to watch

  • Timing, format size and neighborhood of the first Gurugram store opening.
  • Evidence of repeat-led demand: loyalty enrollment, online order frequency, average basket value and fresh-category attachment.
  • Pricing versus premium supermarkets, local specialty stores and quick-commerce platforms.
  • Private-label share of sales and the breadth of FreshTerra-exclusive SKUs.
  • Store rollout pace relative to the stated 12-15 Delhi-NCR outlets by FY28 target.
  • Delivery radius, fulfillment economics and whether stores are being used as dark-store-like inventory nodes.
  • Fresh wastage levels, supply disruptions and customer feedback on produce quality.
  • Leadership hiring, funding activity and additional real-estate leasing in NCR.
  • Open the first Gurugram flagship with visible live-preparation, café and produce-quality propositions to establish brand positioning.
  • Prioritize dense affluent micro-markets in Gurugram, South Delhi, Noida and select West Delhi clusters rather than broad NCR coverage.
  • Build private-label ranges in staples, healthy foods, ready-to-cook and fresh convenience categories to protect margins and create differentiation.
  • Launch hyperlocal delivery from early stores and use loyalty data to tailor assortment, replenishment and promotions.
  • Secure direct farm, dairy, bakery and ready-food supplier relationships to stabilize quality, reduce wastage and support traceability claims.
  • Use cafés and food counters to raise dwell time, basket size and trial for private-label products.