Anmasa: 10 Key Things You Must Know

Overview

Anmasa is an innovative Indian grocery startup founded in 2024, focused on delivering freshly processed kitchen essentials directly to consumers through a direct-to-consumer (D2C) business model. Based in Gurugram, Haryana, this emerging brand redefines grocery shopping by offering traditionally prepared staples like stone-ground whole wheat atta, wood-pressed oils, freshly ground spices, and dry fruits. Anmasa stands out by combining authenticity, nutritional preservation, and convenience, delivering freshly milled and crafted products within 90 minutes of order placement. With increasing consumer demand for fresh and health-conscious foods, the startup is quickly gaining attention by blending traditional Indian culinary practices with modern retail innovation.

This article explores ten key facets about Anmasa—from its founder's inspiration and pioneering processing methods to its business model, funding milestones, product portfolio, and future growth prospects.

1. Founders and Origin of Anmasa

Anmasa was co-founded by Yatish Talvadia and Shailendra Upadhyay in 2024. Yatish Talvadia, previously the CEO and founder of Milkbasket (a grocery delivery startup later acquired by Reliance Retail), brings extensive experience in grocery logistics and D2C ventures. Shailendra Upadhyay previously founded Veggie India, a grocery platform acquired by Milkbasket. The founders were motivated to create Anmasa partly due to personal health journeys—with Talvadia’s experience managing autoimmune disease emphasizing the crucial need for fresh, nutritious food in everyday diets. This origin story shapes Anmasa’s commitment to health, transparency, and freshness in staple groceries.

2. Unique Processing Techniques

A defining characteristic of Anmasa is its use of traditional slow stone grinding at 50 revolutions per minute (RPM) for milling atta (whole wheat flour). This contrasts sharply with commercial mills that operate at speeds exceeding 1500 RPM, generating heat that destroys key nutrients, flavors, and natural oils. This cold milling process locks in fiber, vitamins, and minerals, resulting in flour that is nutritionally superior and better for digestive health. Similarly, the startup uses traditional wooden presses to extract oils, preserving purity and nutritional content. The company’s experiential stores allow customers to witness these artisanal methods live, reinforcing trust and product authenticity.

3. Omnichannel Business Model

Anmasa operates via an omnichannel retail approach, combining physical experiential stores with an efficient online delivery infrastructure. Customers can visit these Gurugram-based stores to watch their flour being milled fresh after an order is placed, customize product blends, and place orders in person or through their digital app and website. Online orders enjoy a promised delivery turnaround of just 90 minutes. This hybrid model emphasizes building consumer trust through tactile experience without sacrificing modern convenience, acknowledging Indian shoppers' preference to research online and physically inspect grocery products.

4. Product Range and Customization

Anmasa offers an extensive portfolio exceeding 80 SKUs, including various whole wheat atta types (like multigrain, Sharbati, and Khapli varieties), gluten-free flours, wood-pressed oils, freshly ground spices, pulses, dry fruits, and millets. Customers can tailor their flour blends according to personal health needs or taste preferences, an uncommon flexibility in India’s staples market. This customization aligns with modern nutritional awareness and individual dietary requirements, distinguishing Anmasa from mass-produced packaged brands.

5. Market Position and Competition

Operating in India’s staples market valued at approximately Rs 80,000 crore, Anmasa competes with established giants like ITC's Aashirvaad, Fortune (by AWL Agri Business), and Pillsbury, as well as newer challengers like Emami. The focus on health, freshness, and direct consumer engagement gives Anmasa an edge in capturing urban, health-conscious consumers disillusioned with industrially processed staples. Its quick delivery and in-store experiences provide an innovative alternative in this fragmented and regionally diverse market.

6. Funding and Financial Growth

In August 2025, Anmasa successfully raised $1.1 million in a pre-seed funding round co-led by Snow Leopard Technology Ventures, Veltis Capital, Blume Ventures, and Indigram Lab, with participation from angel investors. The funds are earmarked for scaling operations, expanding product categories, and increasing physical presence within the National Capital Region. Since launch, Anmasa has reported a 15% monthly revenue growth trajectory and serves over 2,000 customers via online and offline channels, signaling robust early market acceptance.

7. Expansion Plans and Future Outlook

Anmasa has articulated aggressive expansion ambitions for 2025, including opening 10 to 12 new experiential outlets and microprocessing centers across Delhi NCR. This strategy aims to balance digital convenience with physical trust-building as the startup strengthens its supply chain and technology infrastructure. The company also intends to diversify into other health-focused staples and embrace AI-driven logistics for efficient delivery, positioning itself strongly against quick-commerce players while emphasizing sustainability and freshness.

8. The Role of Technology in Operations

While rooted in tradition, Anmasa incorporates modern technology to run its operations efficiently. Its technology stack supports dynamic order processing, inventory management, and logistics to achieve 90-minute delivery commitments. The omnichannel experience is enhanced through the digital app, which facilitates orders, personalization, and timely customer engagement. Moreover, maintaining transparency and seamless integration between the offline experiential stores and online platform is a crucial innovation driving consumer confidence and operational excellence.

9. Consumer Trust through Transparency

Anmasa is distinctive for democratizing access to fresh staples by inviting customers behind the scenes. Experiential stores allow shoppers to witness the milling and pressing processes—rare in India’s grocery sector. This transparency cultivates trust, especially important in categories like atta and oils where consumers are wary of adulteration and prolonged storage losses. The commitment to milling upon order placement, minimal processing, and no preservatives aligns with growing consumer demand for clean-label foods.

10. Impact on Indian Grocery Landscape

By blending ancient culinary techniques with a disruptive business model, Anmasa is reshaping consumer expectations for staples. Its presence pushes legacy brands to reconsider nutrition and freshness in marketing and product development. Moreover, the startup fosters a culture of informed food choices, advocating the importance of nutrient retention and traditional food wisdom. If successful at scale, Anmasa’s model could significantly influence how daily essentials are produced, marketed, and consumed in urban India.

Conclusion

Anmasa embodies a forward-thinking fusion of traditional food craftsmanship and modern retail innovation, delivering fresh, healthy staples directly to consumers with remarkable speed and transparency. Founded by experienced entrepreneurs motivated by personal health battles, the company champions slow stone milling and natural processing to preserve nutrients and flavors. Its omnichannel approach and customizable product offerings cater to contemporary demand for authenticity and convenience. Backed by substantial pre-seed funding and ambitious expansion plans, Anmasa aims to carve a niche in India’s competitive grocery landscape, challenging conventional norms around staple foods. As urban Indian consumers increasingly prioritize transparency and nutrition, the question remains: can Anmasa lead the transformation of how staples are sourced and savored across the country?