Middha Ventures bets big on India's boldest early-stage startups

Mumbai-based Middha Ventures has entered India's early-stage startup scene with fresh investments in innovative brands. The family office, led by entrepreneur Abhishek Middha, recently backed Ruskle, a flavoured rusk company, and Fitreak, a fitness and wellness marketplace. Since its launch in 2024, the firm has already funded five startups, including HealthifyMe, Zepto, and Khatabook. Abhishek Middha, with over 15 years in global trade and logistics, founded Middha Ventures as the investment division of Middha Global. His focus lies in supporting founders who demonstrate conviction, consistency, and strong product thinking. The firm targets early-stage companies that redefine traditional categories or address market gaps.

One of its latest investments is Ruskle, India's first flavoured rusk brand. The company, now valued at INR 14 crore, aims to attract younger consumers in a long-standing $600 million category. Middha Ventures has also injected INR 70 lacs into Fitreak, a curated marketplace for fitness, nutrition, and wellness products. Fitreak seeks to solve fragmentation and trust issues within the wellness industry.

Beyond these two, Middha Ventures has expanded its portfolio to include HealthifyMe, Zepto, and Khatabook. The firm's strategy revolves around partnering with founders who create unique experiences and disrupt conventional markets. Middha Ventures is quickly establishing itself in India's startup ecosystem by funding companies with fresh approaches. The investments in Ruskle, Fitreak, and three other startups reflect its focus on innovation and category redefinition. With a clear preference for early-stage founders, the firm is set to play a growing role in shaping new business ventures.