June 16, 2025: Newly launched VC firm Atomic Capital has locked in a Rs 26.5 crore commitment from JITO Incubation and Innovation Foundation (JIIF), as part of its Rs 350 crore debut fund. This Signals Strong Backing for India’s Emerging Consumer Startups.
The funding marks one of the largest individual investments by JIIF in the consumer-focused venture capital space, underscoring a growing appetite for backing early-stage brands that resonate with India’s rising digital and aspirational demographics. Atomic Capital aims to champion digital-first consumer brands, wellness ventures, and regionally relevant businesses that cater to the expanding non-metro market.
JIIF, the entrepreneurial arm of the Jain International Trade Organisation (JITO), has built a robust community of over 1,000 Jain investors over six years. The platform connects its members to promising startups across India and globally, with an investment record that includes more than Rs 150 crore deployed in 80+ startups and incubation support for over 50 Jain-founded ventures.
“This collaboration with Atomic Capital is a reflection of our belief in India’s consumption-led future,” said Jeenendra Bhandari, Chairman of JIIF. “Our members are proud to contribute to a fund that aligns with our vision—supporting purposeful startups that are reshaping how India consumes.”
JIIF Backs Atomic Capital’s Consumer-Focused VC Fund with Rs 26.5 Cr
Atomic Capital’s founder, Apoorv Gautam, emphasized the firm’s differentiated strategy: “We operate as an ‘Operating VC’, offering far more than capital—our team supports founders with brand-building, growth strategy, talent acquisition, and supply chain execution. Partnering with JIIF validates our model and energizes our mission.”
The fundraise comes at a pivotal inflection point for India’s D2C (direct-to-consumer) sector. With increasing digital penetration, especially across Tier II and III cities, consumer behavior is shifting fast—fueled by rising disposable incomes, brand-consciousness, and mobile-first shopping habits.
In FY 2024–25, JIIF investors collectively deployed over Rs 60 crore across more than 20 startups across sectors such as fintech, healthtech, AI, logistics, and consumer brands. With a total portfolio now exceeding 150 startups, JIIF continues to play a crucial role in advancing early-stage innovation in India.
As Atomic Capital gears up to deploy its debut fund, the firm is expected to play a key role in identifying and accelerating India’s next wave of iconic consumer brands.
