Gramiyaa's supermarket-style discipline on range and availability made quick commerce its largest channel, at 35% of revenue, and offers lessons for emerging food brands.
Cold-pressed oil, extracted at low temperatures without chemical solvents, is winning health-conscious kitchens; North India holds 31% of demand, South India 27%, per IMARC.
Chennai’s Gramiyaa, a premium cold-pressed oil brand, now earns 35% of revenue from quick commerce, its largest channel, after listing on Blinkit in 2024.
Established cold-pressed rivals include Tata Simply Better, Patanjali, Emami Agrotech and Marico’s Saffola, which entered the category only in 2025.
Mohamed Yaseen, cofounder, Gramiyaa, told Inc42, “We get caught between two giants fighting to acquire customers.” He therefore backs the one-litre groundnut oil pack, protecting availability.
Trust is the opening. Buyers cannot verify an unlabelled can at the neighbourhood store; IMARC notes falsely labelled products have created a trust deficit.
Branded packs answer with FSSAI-regulated labels and QR-code origin tracing, and quick commerce converts that reassurance into trial among urban buyers.
Revenue grew 61%, from 18 crore in FY25 to 29 crore in FY26, with quick commerce contributing about 10 crore.
Gramiyaa has raised about 26 crore: 7 crore pre-Series A in March 2025 led by Homegrown Ventures, then 19 crore Series A led by Optiscape Network Holdings.
Homegrown Ventures, Campus Fund, Sarya Global Holdings and individual investor Rasagna Pulapaka also joined the Series A, with proceeds earmarked for Tier II expansion.
Entry was costly: about six months of losses, commissions twice a national oil brand’s, margins of 2-3%; monthly sales rose from 5 lakh to 10-15 lakh, easing commissions.
Today, availability stands at 85-90% against a 90% target, showing how a disciplined range can turn a costly channel into a growth engine.
Editor’s Note
Quick commerce rewards the fastest-moving range, not the widest. Every dark store shelf is scarce space, allocated by sell-through rather than brand romance.
Gramiyaa’s lesson: earn commission relief through a few hero packs. Sales momentum, not negotiation, moves platform margins.
Heritage oil mills that add labels and traceability already understand repeat demand.
Supermarket-style thinking will let many more of them scale nationally.
The shelf is crowded, but the road from kirana counter to national brand has rarely looked shorter.
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