Abhishek Launches Middha Ventures
Mumbai-based family office debuts with two active investments across consumer and wellness startups
Fitreak Founders- Deepto Gupta, Arth Gupta
FinTech BizNews Service
Mumbai, 24th March 2026: Entrepreneur Abhishek Middha, along with his family, has announced the launch of Middha Ventures, the investment arm of Middha Global, marking a formal entry into India’s early-stage startup ecosystem.
Ruskle Founders- Anil Paremal, Vivas Nandhakumar, Sai Surya
Based in Mumbai, Middha Ventures will operate as a family office focused on backing
high-potential startups across consumer and emerging sectors, combining patient capital with
hands-on strategic support.
Signaling immediate deal momentum, the firm has announced investments in two early-stage
startups- Ruskle and Fitreak.
Middha Ventures invested in Ruskle, valuing the company at INR 14 crore. Ruskle is India’s first
flavored rusk brand, reimagining a traditional $600 million category with innovative flavors
targeted at younger consumers.
What stood out during the pitch was the brand’s experiential approach, the founders invited the
audience to taste the product before presenting, creating an immediate and memorable
connection.
“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 round of INR 70 lacs in Fitreak, an emerging
fitness and wellness marketplace.
Fitreak is building a curated, integrated marketplace for fitness, nutrition, and wellness products,
addressing fragmentation and trust gaps in the category through curated commerce, AI-led
recommendations, and expert-backed content.
The investment reflects Middha’s conviction in strong founder-led execution. Middha ventures
believe the Fitreak founder returned with rapid validation after initial feedback, onboarding
notable brands within weeks and demonstrating clear market demand.
“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.
The launch of Middha Ventures, alongside these investments, signals a clear strategy to back
founders who combine strong product thinking with differentiated go-to-market approaches.
“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.
Industry observers note that this move reflects a broader trend of traditional business families
entering the startup ecosystem through structured investment platforms, bringing long-term
capital and operational expertise to early-stage companies.
About Abhishek Middha
Abhishek Middha is an entrepreneur-turned-investor who has spent over a decade and a half
building businesses in global trade and logistics.
As Managing Director of Middha Global and CEO of QShip Worldwide, he has worked closely
with international markets, supply chains, and real-world execution challenges.
He now supports early-stage founders through Middha Ventures, by backing people first those
driven by conviction, consistency, and the ability to build through uncertainty. Abhishek invests
with a long-term lens, shaped by the lessons, setbacks, and discipline of building businesses
from the ground up.
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