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Meet the Visionaries Who Left Big Success Behind to Start All Over Again With Anmasa
When you've founded companies that were already successful, most in this position would relax and rest, but not Yatish Talvadia, the man who created Milkbasket, and Shailendra Upadhyay, who hatched Veggie India.
Both had already left their mark in the Indian retail grocery ecosystem, and yet both felt that something was missing- a soul in the way Indians shopped for their daily essentials.
They were chasing not just profits but purpose. That gave rise to Anmasa in 2024, a brand rooted in transparency, nutrition, and heritage.
The Magic of Anmasa's Experiential Stores
Mostly, the grocery brands describe themselves as pure. But very few prove it. Anmasa opted to flip the grocery game entirely on its head. Step into their experiential Gurugram store, and you won't find just shelves lined with packets. Instead, you'll observe flour stone-ground on the spot, oils pressed drop by drop, spices roasted and pounded with precision.
It is grocery shopping for the eyes, the nose, and the heart. In a marketplace where processed food often jumps out from behind fancy packaging, Anmasa is both the package and the product within. The sensory experience is more than a trick; it's their way of telling us- nothing to hide, everything to show.
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This hands-on model forges a rare connection: consumers not only buy food, but also see it made. And that makes every mouthful feel personal, neat and comforting, every bite honest, each next one worth taking.
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The Bold Omnichannel Model That Sets Anmasa Apart
E-commerce might be booming, but Anmasa understood early that groceries aren't just about convenience — they're about trust. And trust often begins offline. That's why, instead of betting on one channel, they built an omnichannel system —a blend of experiential physical stores and 90-minute doorstep delivery.
This approach allowed them to capture both kinds of customers: those who want to see, smell, and touch before making a purchase. And those who wish for speed and convenience without compromise.
By combining the two, Anmasa created not just another grocery delivery service, but an ecosystem — where transparency meets technology, and tradition meets convenience. It's a model designed not only for NCR but also scalable across India and beyond.
Fighting Giants in an ₹80,000 Crore Staples Market With Just Honesty and Innovation
The staple market in India is enormous, valued at nearly ₹80,000 crore, and is dominated by giants such as Aashirvaad, Fortune, and Pillsbury. The question for a late arriver, of course, is: how do you even compete?
Anmasa's answer: by being the best. And where the giants deal in scale, slick branding, and predictable uniformity, Anmasa doubles down on radical freshness, clean processing, and unprecedented transparency. It's a simple, resonant story: We don't just sell groceries; we show you how they're made.
In a crowded market, bloated with choice but starved for authenticity, that difference is enough to be noticed and build loyalty.
How a $1.1 Million Pre-Seed Round Became the Fuel for Expansion Dreams
For Anmasa, August 2025 was a crossroad. The startup recently raised $1.1 million in a pre-seed funding round from Snow Leopard Ventures, Blume Ventures, Veltis Capital, Indigram Lab, and several key angel investors.
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For a young brand, this wasn't just money — it was validation that their model was great, their idea was scalable, and their mission resonated with both customers and investors.
The capital is already being deployed:
Ten more outlets and micro-processing centers would be launched in Delhi NCR.
They are raising the stakes on their tech stack and creating an integrated ecosystem, both online and offline.
Supply-chain systems are being hardened to ensure that scale never comes at the expense of transparency.
In a field where margins are razor-thin, early funding isn't just survival fuel — it's growth ammunition.
The Legacy They're Crafting
At heart, Anmasa is not just about food. It is about re-instilling our faith in what we eat. Anmasa connects heritage and innovation through the reactivation of ancestral methods, such as stone grinding and wood pressing, merging them with technology and modern distribution.
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The tale of Anmasa is also the tale of two men who wouldn't settle for old glories, who dared to risk it all one more time for a problem so fundamental: Can we make everyday groceries pure, honest, nourishing again?
And perhaps decades from now, when Indian families reach for a scoop of flour in a bowl or the oil to drizzle in their pans, they won't view it as just food. They'll remember a brand that valued clarity over shortcuts, purpose over profits, and integrity over ease.
For some legacies aren't made in boardrooms or factories. They are made out of trust, grain by grain.
