Gurugram, Haryana, India, March 2026 — Elixiir Foods has appointed Anurag Bhatnagar as Chief Merchandising Officer. Based in Gurugram, he will lead the company’s merchandising agenda across categories, strengthening assortment strategy, sourcing and supplier partnerships, pricing and promotions, and overall category performance as Elixiir Foods builds its omnichannel, technology-driven food platform.
Anurag brings deep retail and consumer commerce leadership experience spanning growth, category management, buying, private labels, and P&L ownership across food and non-food businesses, with a strong track record of building scalable category engines and high-performing teams.
Prior to joining Elixiir Foods, he served at DealShare as Senior Vice President – Growth & Category, where he led growth and category priorities in a high-velocity, value-led digital commerce environment.
Before DealShare, Anurag spent close to 12 years with METRO Wholesale India, holding multiple senior leadership roles. He served briefly as Senior Vice President – Non Food and earlier as Vice President & Head – Non Food, overseeing India’s non-food portfolio including hardlines, softlines, consumer durables, and IT products. He also led the Ultra Fresh | Dairy, Frozen & Bakery business as VP, where he headed buying management, owned P&L outcomes (topline, bottom line, stock, and private label share), and managed a team of 40+ category leaders and buyers. During this period, the team won the Best Category award in 2019 (Q2 and Q3) for Dairy Frozen Bakery. Earlier at METRO, he served as Sr. General Manager – General Merchandise & Fashion, leading buying for hard goods and softlines, and drove category scaling and positioning, with the team earning Best Category of the Year awards (2017 and 2018) for Home décor & DIY. He also held the role of General Manager & Head – Own Brands, where he led private label growth and new product launches, including the rollout of 100+ products over 18 months. His earlier METRO roles included Sr. Manager – Planning and Promotions and Manager – Brand Communication.
Earlier in his career, Anurag worked with Citibank as Sales Manager – Personal Loans, followed by roles at T.I.M.E. (Triumphant Institute of Management Education) as Marketing Executive, and Honeywell as Sales Officer, where he handled sales and distribution responsibilities and contributed to a Mumbai team recognized with the “MK Turnaround team of the year” award.
About Elixiir Foods
Headquartered in NCR, Elixiir Foods is building an omnichannel, technology-driven food platform positioned as a trusted destination for fresh, wholesome and gourmet food. The platform spans categories such as fresh produce, dairy, meat, poultry, seafood, and daily essentials, supported by farm-led sourcing, a private label engine, and a centralized wholesale and supply platform enabling efficient sourcing, distribution, and replenishment across multiple channels.
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