Gurugram | 18 September 2026: Just two months after launching its first flagship store in Gurugram, FreshTerra, the fresh and gourmet food retail brand from Elixiir Foods, has opened its second store at Elan Epic, Gurugram. The store was inaugurated by Shri Rao Narbir Singh, Industry & Commerce Minister, Haryana, marking another milestone in the brand’s expansion journey.
The expansion reflects FreshTerra’s food‑first retail proposition, combining immersive in‑store experiences with a proprietary delivery app, and sets the stage for a 12–15 store presence across Delhi NCR by FY28 before scaling into other urban markets.
Early Traction & Consumer Insights
- Private‑label products already contribute 55%+ of sales at the first Gurugram store.
- Built a community of 5,000+ loyal customers with high repeat purchase rates.
- Average order value nearly 2x higher than app‑only grocery players, underscoring stronger basket sizes and engagement.
- Bestsellers include ghee, cold‑pressed oils, Khapli atta, exotic dry fruits, nuts, and snacks.
Immersive Food‑First Experience
FreshTerra’s flagship store has redefined grocery shopping by making food part of the retail theatre:
- Live flour milling, spice grinding, and oil pressing visible to customers.
- Chef‑curated café meals and ready‑to‑eat options made from store‑fresh ingredients.
- Products freshly made in‑store are packed and delivered directly to homes via the FreshTerra app.
This “store‑to‑home” model connects physical discovery with digital convenience, ensuring freshness, transparency, and trust.
Arvind Mediratta, Founder, Elixiir Foods: “The response to our first store has shown us that customers engage more deeply when freshness, quality, and transparency are made visible. Our immersive experiences and private‑label products have driven repeat footfalls and higher order values. With our second store at Elan Epic, we are building on these learnings as we expand across Delhi NCR.”
Ambuj Narayan, Co‑Founder, Elixiir Foods: “We remain true to the fundamentals of freshness, quality, and trust, while scaling one store at a time with strong unit economics. Each store integrates food‑first experiences with omnichannel convenience, allowing customers to discover products in‑store and access them from home.”
Strategic Expansion
- Cluster‑led retail model supported by farm‑to‑store sourcing and technology‑enabled supply chains.
- Focused rollout across Delhi NCR, targeting 12–15 stores by FY28.
- Long‑term ambition to take FreshTerra’s food‑first retail model to other key urban markets.
About FreshTerra
FreshTerra, from Elixiir Foods, is a fresh and gourmet food retail brand built to redefine grocery shopping for modern urban India. Combining immersive in‑store experiences with a proprietary delivery app, FreshTerra offers fresh produce, meat and protein, dairy, certified organic staples, everyday essentials, and curated private‑label products.
Backed by 3one4 Capital and Incubate Fund Asia, FreshTerra is expanding across Delhi NCR through a cluster‑led, technology‑enabled retail model, with plans to establish 12–15 stores by FY28.
