Team Startupcity

• Substantial Investment: JIIF invests Rs 26.5 crore in Atomic Capital's Rs 350 crore first fund, highlighting faith in consumer businesses.
• Digital Brands Focus: Atomic Capital seeks to invest in digital-first consumer brands and wellness products, with a focus on growth in Tier II+ cities.
• Hands-On Assistance: The Operating VC model of Atomic Capital provides holistic assistance over and above capital, reinforcing brand creation and growth plans.

Members from the early-stage network JIIF have invested Rs 26.5 crore in Atomic Capital's first fund, which is worth Rs 350 crore. The investment represents one of JIIF's biggest collective investments in the consumer-focused venture capital space.

 Atomic Capital, a newly formed VC firm, plans to invest in digital-first consumer brands, wellness products, and regionally pertinent ventures. The sizeable participation from JIIF members attests to a rising optimism about India's impending wave of consumption, fueled by rising aspirations outside of urban centers and a thriving D2C ecosystem.

"It's an honor to witness our members backing Atomic Capital's maiden fund," said Jeenendra Bhandari, Chairman of JIIF. "This investment reaffirms our purpose of supporting purposeful, category-creating startups that are reshaping India's consumer scene."

Atomic Capital Founder Apoorv Gautam said he was thrilled to have JIIF angels on board. "Our Operating VC model goes beyond capital; we lend our hands to brand building, growth marketing, supply chain management, and talent acquisition. This investment validates our collaborative, capital-light strategy."

Atomic's fundraise is timely for the Indian consumer market as digital commerce surges and brand maturity rises in Tier II+ cities. The company plans to collaborate with founders at an early stage to create strong, scalable brands for the next wave of Indian consumers.

In FY 2024–25, investors at JIIF have invested in excess of Rs 60 crore in over 20 startups in areas including fintech, healthtech, AI, logistics, and consumer goods. With a portfolio size of over 150 startups, JIIF continues to be a critical facilitator of early-stage innovation in India.