WickedGud, a homegrown noodles and pasta brand backed by Bollywood actor and entrepreneur Shilpa Shetty, has raised Rs 20 crore in its latest funding round. The fresh capital marks an important milestone for the fast-growing FMCG startup as it looks to scale operations, expand distribution, and strengthen its presence across India’s competitive instant food market.
The funding comes at a time when WickedGud is witnessing strong consumer traction, driven by rising demand for convenient yet better-for-you food options. Over the past year, the brand has reported nearly threefold growth in revenue, underlining its growing appeal among urban and semi-urban consumers.
WickedGud’s Strong Support from Existing and New Investors
The funding round saw participation from existing investors including Orios Venture Partners, Asiana Fund, and Shilpa Shetty, who continues to actively support the brand’s long-term vision. The round also welcomed several high-profile angel investors such as Shajikumar Devakar, co-founder of Neo Wealth Management, Ajay Mehta, former content head at WPP, Sonika Ravula, General Partner at Optional Gravity, and Rahul Colaco, CEO of Fraser & Neave.
According to founder and CEO Bhuman Dani, the backing from both returning and new investors reflects confidence in WickedGud’s execution capabilities and market strategy. The company has steadily expanded its footprint and now reaches more than 5,000 retail stores across multiple Indian cities.
Expanding Omni-Channel Presence Across India
A major focus area for the newly raised capital is strengthening WickedGud’s omni-channel distribution strategy. The brand is present across leading e-commerce and quick-commerce platforms, while also building a strong offline presence through modern trade and general trade outlets.
WickedGud products are currently available across major supermarket chains and neighbourhood stores, ensuring easy accessibility for consumers. The company is also investing in backend operations, supply chain efficiencies, and retail visibility to support sustained scale-up as demand grows.
Product Innovation and New-Age Food Formats
Innovation remains central to WickedGud’s growth plans. The brand has been expanding beyond traditional instant noodles into newer, high-demand formats such as cup noodles and Korean-style spicy noodles, which have gained popularity among younger consumers.
These new product lines are designed to blend bold flavours with improved nutritional profiles, aligning with changing eating habits in Indian households. WickedGud aims to stay relevant by constantly refreshing its offerings while keeping prices accessible for mass consumers.
Building a Mass-Market Better-For-You Brand
Founded in 2021 by Bhuman Dani, WickedGud was created with the goal of transforming everyday staples like noodles and pasta into smarter food choices. Rather than positioning itself as a premium niche brand, the company targets large-scale adoption by offering familiar tastes with a health-forward twist.
As India’s FMCG sector continues to evolve, WickedGud’s combination of celebrity backing, strong investor confidence, and focus on product innovation places it in a promising position. With fresh funding in place, the brand is set to deepen its reach across tier-II and tier-III markets and move closer to becoming a household name in India’s instant food segment.