Gurugram, Haryana, India, February 2026 – Veteran retail and consumer industry leader Arvind Mediratta has embarked on a new entrepreneurial journey as Founder and CEO of Elixiir Foods, an omnichannel, technology-driven food platform focused on delivering fresh, wholesome, and gourmet food to India’s rapidly evolving urban consumer base.
Elixiir Foods (with double “i”) is being built as a tech-native destination positioned as the most trusted platform for fresh, healthy, organic, natural, pesticide- and antibiotic-free, and minimally processed foods. The platform spans Fresh Produce, Dairy, Meat, Poultry, Seafood, and daily essentials including Flours, Rice, Spices, Ancient Grains, Condiments, Snacks, Beverages, Ready-to-Eat, and Frozen Foods. Designed as an “affordable premium” format, it integrates farm-led sourcing, a strong private label engine, and a centralized wholesale and supply platform to enable efficient distribution across dense urban micro-markets.
Prior to founding Elixiir Foods, Arvind served as Managing Director and CEO at METRO AG (India), where he led one of India’s most significant retail turnarounds. He transformed Metro Cash and Carry India into a profitable billion-dollar business after years of losses, drove omni-channel growth with approximately 20% business coming from eCommerce, and successfully led the sale of Metro India to Reliance at an enterprise valuation of approximately €600 million. During his tenure, Metro was recognized among India’s Top 25 Best Employers and India’s Best Workplaces for Women.
His leadership journey also includes serving as Managing Director & CEO at Hippo Stores, Global Officer and senior leadership roles at Walmart, Chief Marketing Officer for South Asia at Yum! Brands, Vice President – Marketing at Whirlpool Corporation, Chief Marketing Officer at Marico Limited, and a decade-long career with Procter & Gamble across Asia-Pacific markets.
Elixiir Foods is launching at a structural inflection point for Indian consumption, as rising GDP per capita and urban income shifts drive demand for healthier, higher-quality, and globally inspired food choices.
As Arvind Mediratta stated, “India is no longer looking only for basics. It wants healthier food choices along with authentic gourmet cuisines—not just from different regions of India, but from around the world. Elixiir Foods is being built as a tech-native destination, positioned as the most trusted platform for fresh, healthy, and gourmet food products.”
About Elixiir Foods
Elixiir Foods, headquartered in NCR, is an omnichannel, technology-driven food platform focused on becoming India’s most trusted source for fresh, wholesome, and gourmet foods. Integrating farm-led sourcing, private label excellence, and a centralized wholesale and distribution backbone, the company delivers five-star quality at compelling prices to urban micro-markets. Positioned at the intersection of health, value, and technology, Elixiir Foods aims to address a large and rapidly expanding urban consumption opportunity.
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