Roundup · Commerce & Consumer Brands
Troovy raises $5 million in Series A round
By Startup Enthusiast ·
- Date
- Company
- Troovy
- What it does
- Clean-label snacking brand for families
- Kind
- Roundup
- Amount
- $5 million
- Stage
- Series A
- Based in
- Gurugram
- Founded
- 2021
What they do
Troovy makes clean-label snacks for families with no refined sugar or artificial additives
What happened
It raised $5 million in Series A funding led by Fireside Ventures and Sharrp Ventures
Why it matters
The company plans to expand distribution and launch new products across snacking categories
The details
- Troovy raised $5 million in a Series A funding round.
- The round was led by Fireside Ventures and Sharrp Ventures.
- Existing investors Spring Marketing Capital and Veltis Capital also participated.
- The company will use the funds to expand distribution across e-commerce, quick commerce, and D2C platforms.
- It will also launch new products in clean snacking categories.
- Troovy aims to reach an annual revenue milestone of ₹100 crore over the next few years.
- The company has seen 5X sales growth over the past five months.
The bigger picture
- The Indian FMCG market has a whitespace for healthy snacks that children actually want to eat.
- Urban parents are increasingly health-conscious, leading to high repeat purchase rates.
- Quick commerce platforms are natural channels for impulse-driven grocery purchases.
About the business
- Troovy is a clean-label snacking brand for families, focusing on kid-friendly snacks.
- Its products include multi-millet milk mixes, protein-rich puffs, chips, cookies, sauces, and spreads.
- The brand promises no refined sugar, maida, palm oil, chemical preservatives, or artificial additives.
- It sells through online marketplaces, its own website, and quick commerce platforms like Zepto, Blinkit, and Swiggy Instamart.
- Every product is tested with children as in-house experts before launch.
What happens next
- Expand distribution across e-commerce, quick commerce, and D2C platforms.
- Launch new products across clean snacking categories.
- Diversify portfolio with millets, pulses, grains, nuts, and hidden vegetables.
- Strengthen presence on quick commerce platforms.
The deal
- Type
- Series A
Investors
- Fireside Ventures (lead) — A venture capital firm focused on consumer brands.
- Sharrp Ventures (lead) — Family office of Marico's Harsh Mariwala.
- Spring Marketing Capital (existing)
- Veltis Capital (existing)
Founders
- Mansi Baranwal, Co-founder
- Aditya Mukherjee, Co-founder
About Troovy
- Product
- Produces nutritious, kid-focused snacks and meal products such as chips, puffs, sauces, spreads, pasta, and milk mixes
- Customers
- Parents and families buying healthier snacks for children
- How it makes money
- Sells packaged snacks directly through e-commerce, quick commerce, and its own D2C channel
- What sets it apart
- Positions products as clean-label and kid-friendly, with no refined sugar, maida, palm oil, preservatives, or artificial additives
- Operations
- Expanding distribution online while launching more products across clean-snacking categories
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