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The clean label food industry in India has witnessed another significant milestone as Troovy, a Gurugram based startup specializing in healthy snacking alternatives, announced the successful closure of its Series A funding round. The company raised $5 million in capital, with Fireside Ventures and Sharrp Ventures leading the investment. Existing stakeholders Spring Marketing Capital and Veltis Capital also participated in this funding round, demonstrating continued confidence in Troovy’s business model and growth trajectory.
Strategic Vision and Product Innovation
Since its establishment in 2021, Troovy has carved a distinctive niche in the competitive snacking market under the leadership of co-founders Mansi Baranwal and Aditya Mukherjee. The company’s fundamental proposition centers on providing families with nutritious snacking options that eliminate commonly used additives and unhealthy ingredients. Their comprehensive product range encompasses chips, puffs, cookies, sauces, spreads, and multi millet milk mixes – all manufactured without refined sugar, maida, palm oil, preservatives, or artificial additives.
This commitment to clean ingredients has resonated strongly with urban consumers increasingly concerned about nutritional quality and ingredient transparency. The startup’s impressive 5x growth over the previous five months underscores the market’s appetite for healthier alternatives, driven primarily by repeat purchases from satisfied customers.
Capital Deployment and Expansion Strategy
The freshly secured capital will fuel Troovy’s ambitious expansion plans across multiple fronts. Distribution enhancement remains a primary focus, with the company planning to strengthen its presence across e-commerce platforms, quick commerce channels, and direct to consumer touchpoints. This multi channel approach aims to maximize market penetration and improve accessibility for health conscious consumers nationwide.
Product innovation represents another critical investment area. Troovy intends to expand its portfolio by introducing new offerings incorporating millets, dals, grains, nuts, and vegetables – ingredients aligned with current nutritional trends and traditional Indian dietary wisdom. This strategic product development approach positions the company to capture evolving consumer preferences while maintaining its clean label commitment.
Growth Trajectory and Market Positioning
Troovy’s financial roadmap targets revenue of Rs 100 crore in the coming years, an ambitious yet achievable goal given the company’s recent performance metrics. The startup’s previous funding milestone in May 2025 included a Rs 20 crore pre-Series A round, also led by Fireside Ventures, establishing a pattern of progressive capital raising aligned with operational scaling.
As India’s health and wellness market continues expanding, Troovy’s focus on family oriented, nutritious snacking positions the company advantageously within this growth sector. The successful Series A round not only validates the startup’s business approach but also signals investor confidence in the broader clean label food movement gaining momentum across urban India.
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