Entrepreneur Abhishek Middha has launched Middha Ventures, the investment arm of Middha Global, committing Rs. 1.05 crore across two early-stage startups, Ruskle and Fitreak.
Based in Mumbai, Middha Ventures will operate as a family office backing startups in consumer and emerging sectors, combining long-term capital with operational involvement.
The firm invested in Ruskle at a valuation of Rs. 14 crore. The startup is building a flavored rusk brand aimed at younger consumers in India’s packaged foods segment.
During the investment process, the founders conducted a tasting-led pitch.
“They were very intentional in how they built conviction, letting the product speak before the narrative. That kind of clarity, paired with fast execution, is what we look for in early-stage founders,” said Abhishek Middha. “They built belief before they built the story.”
In a separate transaction, Middha Ventures led a funding round of Rs. 70 lakh in Fitreak, a fitness and wellness marketplace.
Fitreak is building a marketplace for fitness, nutrition, and wellness products, focused on curated commerce, AI-led recommendations, and expert-backed content.
The investment followed a subsequent engagement after initial feedback, during which the company onboarded brands and showed early validation.
“The clarity of thought and bias toward execution stood out. I am not just backing the idea, but a founder willing to build,” Middha added.
Middha Ventures will focus on early-stage founders building differentiated products and go-to-market strategies.
“India is entering a powerful decade of entrepreneurship. We want to partner with founders who are not just building products, but creating experiences and redefining categories,” Middha said.
