Gurugram, India | January 2026: Healthy snacking brand Troovy has raised $5 million (approx. ₹41 crore) in a Series A funding round led by Fireside Ventures and Sharrp Ventures, marking a significant milestone in India’s fast-growing clean-label food sector. Existing investors Spring Marketing Capital and Veltis Capital also participated in the round.
This latest funding comes just months after Troovy’s ₹20 crore ($2.3 million) pre-Series A round in May 2025, also led by Fireside Ventures. Prior to that, the company raised an undisclosed seed round in 2023, signaling consistent investor confidence in its mission to redefine family-friendly snacking in India.
Scaling India’s Clean-Label Snacking Revolution
Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Troovy focuses on clean, kid-friendly snacks designed for modern Indian families seeking healthy, convenient alternatives to conventional packaged foods.
The company operates across several fast-growing categories, including:
Cookies and puffs made from whole grains and millets
Multi-millet milk mixes
Healthy chips and spreads
Preservative-free sauces and dips
Each product is formulated without refined sugar, maida, palm oil, preservatives, or artificial additives, aligning with Troovy’s commitment to transparency, nutrition, and taste.
“At Troovy, we’re reimagining snacking by making it both healthy and fun for kids and families. Our goal is to ensure every product is wholesome, delicious, and 100% clean-label,” said Mansi Baranwal, Co-founder of Troovy.
Funding to Drive Expansion and Innovation
According to the company, the newly raised funds will be used to:
Expand distribution across e-commerce, quick-commerce, and D2C channels
Launch new clean-label products in emerging snacking categories
Invest in R&D for ingredient innovation and product testing
Scale operations to achieve ₹100 crore in annual revenue over the next few years
Troovy also plans to increase its offline presence through modern retail partnerships and selective brick-and-mortar stores while deepening digital penetration through marketplaces such as Amazon, Blinkit, and BigBasket.
Healthy Growth Trajectory: 5X in 5 Months
Over the past five months, Troovy has reported a 5X growth in sales, driven by repeat purchases and a surge in adoption among urban families seeking guilt-free snacking options.
The brand’s product development process involves multiple rounds of consumer testing and nutrition validation before launch, ensuring every SKU meets its health and taste benchmarks.
“The clean-label movement is gaining strong momentum in India, especially among young parents and health-conscious millennials. Troovy’s strong repeat consumption and product stickiness make it a standout brand in this space,” said Ankita Balotia, Vice President, Fireside Ventures.
A Market Ripe for Transformation
India’s healthy snacking market is witnessing explosive growth, projected to reach $5.2 billion by 2030 with a CAGR of 20%, according to a report by IMARC Group.
With rising awareness about sugar consumption, artificial preservatives, and ultra-processed foods, consumers are increasingly gravitating toward natural, functional, and clean-label alternatives.
Troovy’s focus on transparency and nutritional integrity positions it well within this shifting consumer landscape. By leveraging India’s “Eat Clean” movement, the brand aims to become a household name in better-for-you snacks for kids and adults alike.
Troovy’s Product and Ingredient Philosophy
Troovy’s innovation is grounded in materials science and food technology, focusing on naturally sourced, nutrient-rich ingredients such as millets, lentils, nuts, grains, and vegetables.
The company’s formulations are developed in collaboration with nutritionists and food technologists, ensuring each product balances taste, texture, and nutrition.
Its product range includes:
Multi-millet breakfast mixes fortified with calcium and protein
Whole-grain cookies made from dals and nuts
Savory puffs crafted with slow-roasted grains
Sauces and dips with zero artificial preservatives
Each product is tested for safety and quality, aligning with FSSAI regulations and global clean-label standards.
Building a Brand That Connects with Modern Families
Troovy’s marketing strategy focuses on authentic digital storytelling, social media engagement, and influencer collaborations with parenting and wellness communities. Its content educates consumers on healthy eating habits while reinforcing trust through transparency and relatable branding.
Operating as a D2C-first brand, Troovy sells through its own website and leading marketplaces, offering subscription models and combo packs for regular buyers. The startup also plans to launch personalized nutrition tools powered by AI to help families choose snacks based on age and dietary preferences.
The Road Ahead
With this Series A round, Troovy aims to strengthen its position as a category leader in India’s clean-label food segment. Over the next 24 months, the brand plans to:
Introduce 10+ new SKUs across functional and fun snacking categories
Expand manufacturing capacity and supply-chain capabilities
Build stronger relationships with farmers and sustainable ingredient suppliers
Explore export opportunities in Southeast Asia and the Middle East
“We’re not just building a snacking brand — we’re building a movement around clean eating for the next generation,” added Aditya Mukherjee, Co-founder of Troovy.
Conclusion
Troovy’s $5 million Series A funding marks a major step forward in India’s clean-label food revolution. Backed by Fireside Ventures and other leading investors, the startup is poised to reshape how families snack — replacing empty calories with nutritious, honest, and flavor-packed alternatives.
As India embraces healthier lifestyles, Troovy is not just feeding a trend — it’s nourishing a cultural shift toward mindful eating.
Ruchi Kumar is the associate editor at Entrepreneur News Network and TVW News India, where she leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape.