Delhi-NCR-based kids’ snacking brand Troovy has raised Rs 20 crore (around $2.3 million) in a pre-Series A round led by Fireside Ventures, with additional backing from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.
Armed with fresh capital, the brand is gearing up to widen its distribution and dive head-first into quick commerce — a space it sees as a natural fit for parents making impulse or frequent grocery purchases.
“Our goal is to become the go-to choice for healthy kids’ snacks across India,” said co-founder Aditya Mukherjee. “Quick commerce aligns perfectly with how today’s parents shop — it’s fast, frequent, and habit-driven. We’re doubling down on it.”
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Founded in 2021 by husband-and-wife duo Aditya Mukherjee and Mansi Baranwal, Troovy was born out of a shared frustration: the lack of genuinely healthy, kid-friendly snack options in Indian kitchens. Baranwal heads product development with a sharp eye on ingredient integrity, while Mukherjee focuses on scaling the brand across digital and retail channels.
From ragi chips and protein-packed pasta to clean-label ketchups and spreads, Troovy’s lineup promises no refined sugar, no preservatives, and zero artificial additives — a tall order in India’s processed food landscape.
The brand’s first product, a preservative-free tomato ketchup, debuted in May 2023 following a Rs 10.5 crore seed round led by Sharrp Ventures and Earlyspring, with Veltis Capital also joining in. That round was a mix of equity (Rs 9 crore) and debt (Rs 1.5 crore).
Troovy now finds itself in a race with emerging clean-nutrition names like Slurrp Farm, TruVital, and Little Joys, as Indian parents increasingly look beyond taste to demand transparency, functionality, and better-for-you ingredients in what goes into their children’s lunchboxes.
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As the market for guilt-free, functional, and plant-forward snacks picks up steam, Troovy is betting that its laser focus on Indian kids and nutritional integrity will help it carve out a sweet spot in the crowded snacking aisle — especially the ones now just a 10-minute delivery away.
