Troovy, an Indian clean-label healthy snack brand, has raised ₹100 crore in a Series B round led by Fireside Ventures to accelerate its offline retail presence and diversify its product portfolio to include namkeen, biscuits, and cookies by early 2027.
- Series B funding of ₹100 Cr led by Fireside Ventures
- Plans to expand offline reach in North India and launch new snack categories
- Focus on R&D and compliance with stricter food labeling rules
What happened
Troovy announced a successful Series B funding round of ₹100 crore (~$10.5 million), led by existing backer Fireside Ventures with participation from Sharrp Ventures. The fresh capital injection will support expanding Troovy’s manufacturing facilities and boosting its research and product development efforts. Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Troovy started with clean-label ketchup and expanded to offer a diverse portfolio of healthy snacks including chips, puffs, millet-based pasta, and milk mixes.
With channels such as quick commerce and online marketplaces contributing roughly half of total sales, Troovy aims to bolster its offline retail presence, which currently accounts for around 6% of revenues. The company has commenced offline distribution primarily in Delhi NCR and plans to extend into other metropolitan and Tier I markets like Rajasthan, Uttar Pradesh, Punjab, and Haryana.
Why it matters
This capital raise comes after Troovy achieved rapid growth, expanding its revenue fivefold since its last Series A round in early 2026. The funds will enable the brand to diversify into new categories including namkeen, biscuits, and cookies anticipated by January 2027, broadening appeal and market share. Expanding offline is critical in India where brick-and-mortar retail remains a dominant route to consumers, especially for snack products.
The company’s approach to product development emphasizes clean labeling and health-conscious formulations, positioning it to capitalize on rising consumer demand for nutritious and transparent food options. Troovy’s proactive stance on adapting to more stringent food regulatory scrutiny around labeling reflects ongoing industry shifts toward better food safety and honesty in marketing.
What to watch next
Observe how Troovy scales its offline distribution network beyond Delhi NCR into other North Indian and metro markets, which will test its operational capabilities and influence sales mix between online and offline channels. The expansion into new snack categories will be another key metric for the company’s ability to innovate and meet diverse consumer preferences.
Regulatory compliance related to health claims and labeling remains an important area to track. Troovy faces ongoing challenges around ingredient transparency and testing, which impact costs and product positioning. Their efforts to reduce sodium and undesirable ingredients could set benchmarks for competitors in India’s growing healthy snacks market.