In a strong show of confidence in India’s new-age consumer economy, members of the JITO Incubation and Innovation Foundation (JIIF) have collectively pledged ₹26.5 crore to Atomic Capital’s ₹350 crore debut fund. The move marks one of JIIF’s largest bets in the consumer-focused venture capital space, reflecting growing conviction in India’s tier II and III growth story.
Empowering Purpose-Led Consumer Startups
Founded in 2024 and headquartered in Mumbai, Atomic Capital is led by Apoorv Gautam. Unlike traditional VCs, the firm follows an “Operating VC” model—offering not just capital but active operational support in areas like:
- Brand building
- Growth marketing
- Supply chain optimization
- Talent acquisition
The approach is designed to help early-stage, purpose-driven consumer startups evolve into durable, category-defining brands.
“We’re delighted to have JIIF Angel members on board,” said Apoorv Gautam, Managing Partner at Atomic Capital. “Their support validates our belief in capital-efficient, collaborative growth to empower the next generation of Indian entrepreneurs.”
Fueling the Rise of Bharat’s D2C Market
India’s consumer sector is undergoing a major transformation, driven by rising aspirations in non-metro cities. Improved logistics, smartphone penetration, and digital payments are enabling a new wave of D2C brands to reach audiences that were once hard to tap.
“This is a proud moment,” said Jeenendra Bhandari, Chairman of JIIF. “The investment aligns with our mission of backing startups that can shape the future of Indian consumption with purpose and scale.”
JIIF’s Growing Role in the Early-Stage Ecosystem
This pledge is part of JIIF’s continued push into India’s startup ecosystem. In FY 2024–25, JIIF deployed more than ₹60 crore across 20+ startups in sectors like:
- Fintech
- Healthtech
- AI
- Logistics
- And now, Consumer
The Atomic Capital investment signals JIIF’s recognition of consumer brand innovation as the next big frontier in early-stage investing.
Why This Matters
- India’s consumer market is projected to become the third largest globally by 2027.
- Tier II and III cities now account for over 60% of new D2C brand growth, according to industry estimates.
- With funds like Atomic Capital and networks like JIIF joining hands, early-stage consumer startups now have access to both capital and capability-building infrastructure—a powerful combination for scaling in Bharat.
