FreshTerra expands Its Delhi NCR footprint

Just two months after launching its first flagship store in Gurugram, FreshTerra, the fresh and gourmet food retail brand from Elixiir Foods, is set to open its second store at Elan Epic, Gurugram, marking an early step in the brand’s planned expansion across Delhi NCR.

The second store comes as FreshTerra builds on the initial response to its flagship store, where private-label products have already contributed over 55% of sales. The early traction is providing the company with insights into consumer preferences, product categories and the role of experience in food retail, as it works towards establishing a 12–15-store presence across Delhi NCR by FY28, before expanding into other key urban markets.

Founded by Arvind Mediratta along with co-founder Ambuj Narayan, Elixiir Foods is building FreshTerra around a food-first approach to organised retail, with a focus on freshness, wholesomeness, transparency and quality. Unlike conventional grocery formats that primarily focus on the transaction, FreshTerra brings the “centre of the plate” to the heart of its proposition bringing fresh produce, meat and protein, dairy, staples and everyday food essentials together in one destination.

The brand has already built a community of 5,000+ loyal customers with a very high repeat purchase rate, reflecting the quality of its products and customer experience. Its private-label range has been particularly well received, with ghee, cold-pressed oils, Khapli atta, exotic dry fruits and nuts, and snacks emerging as bestsellers and consistently flying off the shelves. FreshTerra also reports an average order value that is nearly twice that of app-only grocery players, underscoring stronger customer basket sizes and engagement.

At its first Gurugram store, FreshTerra has created an environment where food itself becomes part of the retail experience. Customers can witness fresh flour milling, spices being ground and oils being cold-pressed, alongside a café serving chef-curated meals and ready-to-eat options made using store-fresh ingredients. These experiences give consumers greater visibility into the products they buy and how they are prepared, while the same freshly made products can then be carefully packed and delivered from the store to their doorstep through FreshTerra’s online app.

The FreshTerra proposition connects the physical store with home delivery through a simple model: what is freshly made in the store can be delivered to the customer from the same store. Products such as freshly milled atta, fresh cold-pressed oils and freshly ground spices are prepared in-store, carefully packed and delivered directly to customers’ homes. This brings together the experience of discovering and experiencing food in-store with the convenience of accessing it from home.

As FreshTerra opens its second store, the expansion reflects the company’s approach of building a food-first retail proposition before scaling it across markets. Learnings from the first store around product preferences, private-label adoption, consumer engagement and the role of in-store experiences will help shape the next phase of the brand’s expansion.

The company is also building its retail network through a cluster-led model, with stores supported by a farm-to-store sourcing setup and technology-enabled supply chain. Its delivery app extends the store experience to customers’ homes, enabling products to be freshly made, carefully packed and delivered from the same store, while FreshTerra’s proposition remains centred on food, quality and transparency.

Arvind Mediratta, founder, Elixiir Foods, said, “The response to our first store has given us valuable insight into what consumers are looking for from their food-shopping experience. We are seeing that customers are willing to engage more deeply with food when freshness, quality and transparency are made visible. Our immersive theatre room experiences, guilt-free private label snacks, and the meat & poultry section have emerged as our biggest sellers and are leading repeat footfalls. Our average order value on the app is also 60–70% higher than that of other app-only players, reflecting the depth and breadth of our food-first offering. With our second store at Elan Epic, we are taking the learnings from our first location and building on them as we expand across Delhi NCR. Our ambition is to create a food-first retail platform that brings fresh produce, protein, dairy, staples and everyday food essentials together, while delivering five-star quality at WOW prices.”

Ambuj Narayan, co-founder, Elixiir Foods, said, “As we expand FreshTerra, we remain true to the fundamentals of freshness, quality and trust, while building the business one store at a time with a clear focus on strong unit economics. Each store is designed to bring together a food-first retail experience with the convenience of technology and our omnichannel capabilities, allowing customers to discover products in-store and access the same range from home. At the heart of it all, however, is the food itself and the quality of the experience we create around it.”

With the opening of its second store, FreshTerra will continue its rollout across Delhi NCR, with plans to establish 12–15 stores by FY28. The company will focus on building a strong regional presence before taking its food-first retail model to other key urban markets.