Fresh from the Mill: Anmasa redefines grocery shopping

May 8, 2025 Start Up Valli Sarvani

India’s direct-to-consumer (D2C) grocery market is witnessing a fresh wave of innovation with the launch of Anmasa.

Founded by former Milkbasket CEO Yatish Talvadia and Veggie India founder Shailendra Upadhyay, Anmasa is already reshaping how customers experience and consume grocery staples.

The brand became fully operational in late 2024, focusing on premium, fresh, and customizable products.

Its offerings include whole wheat atta, wood-pressed oils, spices, and dry fruits, with over 80 SKUs. Unlike typical online stores, Anmasa operates through an omnichannel model.

Customers can visit its experiential store in Gurugram, watch flour being milled, and shop both offline and online.

What sets Anmasa apart is its customizable cold-pressed atta. Customers can choose grain combinations like millets, grams, or gluten-free mixes, all milled fresh.

The startup delivers within 90 minutes in Gurugram, promising unmatched freshness.

Talvadia’s inspiration for Anmasa came from personal health struggles. Dealing with an autoimmune disease, he needed gluten-free flours but found no reliable brand offering fresh, customizable options.

Spotting this gap, he created Anmasa to serve customers seeking nutrition, transparency, and freshness.

Since its launch, Anmasa has already served over 2,000 customers. It reports a 15% monthly revenue growth, with demand rising steadily.

Rather than rely on quick commerce platforms like Blinkit or Zepto, the brand focuses on direct customer relationships to maintain quality and trust.

Currently, Anmasa is raising $1 million in pre-seed funding. The funds will support expansion into Delhi NCR and help open 10–12 experiential stores in 2025.

Competing with brands like Zoff, Anveshan, and Jiwa, Anmasa aims to create a distinct niche by offering fresh and tailored grocery solutions.

India’s e-commerce grocery market is worth $400 billion and growing fast.

Anmasa focuses on fresh, high-quality products. This approach can appeal to health-conscious buyers who want better food choices and trust brands that care about freshness and nutrition.

Image Credit: Anmasa Website Screenshot