Delhi NCR-based D2C startup Troovy, a rising star in India’s nutritious snacking space for children, has successfully raised INR 20 crore (approximately $2.3 million) in a pre-Series A funding round led by Fireside Ventures. The round also saw participation from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital. This fresh infusion of capital is aimed at accelerating Troovy’s expansion into the fast-growing quick commerce segment, a channel the company views as critical for frequent grocery purchases and high repeat customer engagement.
Troovy’s Mission: Making Healthy Snacks Kids Love
Founded in 2021 by husband-wife duo Aditya Mukherjee and Mansi Baranwal, Troovy specializes in clean-label, protein-rich snacks designed specifically for children. Their product portfolio includes nutritious offerings like ragi and makhana chips, protein-packed pasta, milk mixes, immunity-boosting sauces and spreads, all crafted without artificial additives, refined sugars, or chemical preservatives.
While Mansi Baranwal ensures the quality and nutritional integrity of the products, Aditya Mukherjee focuses on go-to-market strategies and channel growth. Their combined expertise has helped Troovy carve a niche in India’s competitive healthy snacks market, competing with brands like Slurrp Farm, TruVital, and Little Joys.
Quick Commerce: The Next Growth Frontier
With the new funding, Troovy plans to deepen its presence in quick commerce platforms, which have emerged as a natural fit for grocery and snack purchases due to their convenience and speed. “We intend to become the number one player for healthy snacks for kids in India. Quick commerce serves as a natural channel for grocery purchases, and we observe a high repeat business,” said Aditya Mukherjee.
This strategy aligns well with the rising consumer demand for convenient access to nutritious products, especially among young parents who prioritize health but seek hassle-free shopping experiences.
Riding the Wave of Growing Health Consciousness
Troovy’s growth story is set against the backdrop of a broader shift in Indian consumer behaviour. Increasing awareness about nutrition, wellness, and the harmful effects of junk food is driving demand for guilt-free, wholesome snacks. This trend is particularly pronounced in the kids’ segment, where parents are actively seeking clean-label alternatives.
The startup’s first product, a chemical-free, nutrition-packed tomato ketchup launched in May 2023 after extensive R&D and multiple iterations, quickly gained popularity among health-conscious families. Following this, Troovy expanded its range to include protein-rich milk mixes, pasta, and munchies, all made using natural ingredients like millets, dals, and nuts.
Strong Investor Backing and Industry Validation
Troovy’s recent funding round follows a successful seed round of INR 10.5 crore in 2023, led by Sharrp Ventures and Earlyspring, supplemented by debt funding from Veltis Capital. Fireside Ventures’ Vice President Ankita Balotia highlighted the brand’s unique positioning: “Troovy stood out with passionate founders, products that perfectly balance taste and nutrition, and a strong customer base. It has become a brand that genuinely connects with kids and parents alike.”
This investor confidence reflects the growing interest in the D2C healthy snacks sector, which saw significant funding activity in 2024. Other notable players like Eat Better and Phab have also raised substantial capital recently, underscoring the market’s potential.
Looking Ahead: Expanding Reach and Product Lines
Troovy aims to leverage the new capital to scale operations, enhance product development, and expand distribution through quick commerce and other digital channels. The founders envision broadening their portfolio to cover all major snack categories consumed by children, including breads, cereals, and spreads, all while maintaining their commitment to clean, nutritious ingredients.
With a focus on taste, nutrition, and convenience, Troovy is well-positioned to capture a larger share of India’s growing healthy kids’ snacks market, which was valued at around INR 4,000 crore last year.
Troovy’s strategic fundraising and quick commerce push highlight the evolving landscape of Indian FMCG, where health-conscious consumers and innovative startups are reshaping how nutritious snacks reach young families across the country.