Hyderabad-based B2B startup Sedna has raised USD 5.8 million (~INR 50 crore) in a fresh equity funding round led by Anicut Capital, underscoring growing investor confidence in technology-enabled solutions for India’s fragmented hotel, restaurant, and catering (HoReCa) sector.
The capital infusion marks a major step forward for the company, which was founded in July 2022 by Mahadevan Narayanamoni and Saurabh Pandey, both seasoned entrepreneurs known for co-founding Aknamed, a healthcare supply chain platform acquired by PharmEasy in 2021.
Sedna’s ambitious goal is to build India’s first integrated, full-stack B2B platform tailored specifically to the HoReCa industry. With this round of funding, the company aims to expand its operations across 20 Indian cities within the next 12 months and scale up its infrastructure, including the development of a new food production facility in Bengaluru and the enhancement of an existing plant operated by Hospitality Unlimited (HU).
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A Unified Platform Across Software, Commerce, and Food
Sedna’s business is structured around three core verticals:
- B2B SaaS
- Commerce and Distribution
- Ready-to-Cook/Ready-to-Serve Food Products
Under its SaaS vertical, Sedna integrates two core products developed by AdCount Technologies—SupplyNote, an inventory management tool, and BillNote, a point-of-sale (POS) system for restaurants and cafés. The founding team of AdCount—Kushang, Abhishek Kumar, Harshit Mittal, and Nitin Prakash—has also joined Sedna’s leadership team, reinforcing its tech and operational capabilities.
The commerce and distribution arm includes Vyap, a supply distribution platform, and SupplyLink, a third- and fourth-party logistics (3PL/4PL) solution customized for the food service ecosystem. These tools target common industry inefficiencies like high procurement costs, erratic supply chains, and inventory losses from pilferage.
In its food solutions vertical, Sedna is moving into ready-to-cook and ready-to-serve meals catering to HoReCa businesses, food courts, direct-to-consumer (D2C) brands, and large commercial kitchens. Chef Sanjaya Bhan, founder of Hospitality Unlimited and a well-known name in the industry, is spearheading this initiative.
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Investor Confidence in an Integrated Approach
Anicut Capital, the lead investor in this round, is placing a strong bet on Sedna’s unique integrated model, which combines software, logistics, and food under one roof. “There are many point solutions available today. Some offer just POS, some inventory, and others are dabbling in distribution. Sedna stands out because it brings together the full value chain. That’s a rare proposition,” said Dhruv Kapoor, Partner at Anicut Capital, in an exclusive conversation with Outlook Business.
Beyond capital, Anicut Capital is expected to support Sedna strategically and operationally across its various stages of growth. Kapoor noted that Anicut has multiple funds for early to late-stage equity and private credit, enabling them to partner with Sedna all the way to a potential IPO or strategic acquisition.
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Timing the Market Right
The founders believe that the time is ripe for disruption in the HoReCa segment. “With increasing technology adoption, emergence of national retail players, and the rise of new food brands, this is the right time to build an integrated B2B solutions business,” said Saurabh Pandey.
The company’s value proposition is straightforward: eliminate operational friction for HoReCa players grappling with rising input costs, inconsistent order fill rates, long procurement lead times, and inventory shrinkage.
As Sedna prepares to scale, it brings with it a vision of streamlined, tech-driven efficiency for an industry long plagued by fragmentation and inefficiencies. If successful, it may well redefine how hotels, restaurants, and caterers across India source and manage their supply chains.