Pitchfork Foods Pvt. Ltd, which sells processed flour under the D2C brand name Floryo, has raised $2 million in pre-series A funding round led by 3one4 Capital.

Of this $2 million funding, $1.6 Mn funding has been raised via equity financing, while the remaining $400K as venture debt from Alteria Capital.

Prominent investors such as Vivek Gupta and Abhay Hanjura (Licious co-founders), Cred’s founder Kunal Shah, boAt co-founders Aman Gupta and Sameer Mehta, and Varun Alagh of Mamaearth, among others, also participated in the funding round.

As per the startup, the raised funds will be used to expand its product line, strengthen the brand-building channels and fuel its geographical expansion.

Floryo | Freshly Processed Staples

Founded by Manohar Kumar, Floryo sells freshly milled Indian staple products via its D2C website. The D2C brand offers different types of whole grain flours, such as functional multigrain flours, customised multigrain flours, and gluten-free multigrain flours, among others.

Additionally, Floryo allows customers to customise their wheat flours and offers online consultations from nutritionists.

Speaking about the development, Manohar Kumar, Founder of Froyo, said,

“At Floryo, we strongly believe that in food, freshness is a crucial marker of quality that precedes all other attributes. Moreover, when it comes to nutrition, one size doesn’t fit all. Hence customization of food for individuals based on health and dietary needs. We are committed to work on product innovations with the help of technology to revolutionize the packaged food industry.”

As per the startup, it aims to change the daily household consumption categories and better the age-old supply chain practices followed by existing players in the FMCG space.

Their packing is made of 100% biodegradable, enzyme-based materials. At present, Floryo sells more than 40 types of freshly milled grains customized to meet functional nutrition requirements.

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