Healthy snacking brand Troovy has raised ₹100 Cr ($10.5 Mn) in a Series B funding round led by existing investor Fireside Ventures, with participation from Sharrp Ventures.

The startup will use the fresh capital to expand its manufacturing capacity and fuel its research and development (R&D) for product development. The D2C brand will also strengthen its distribution across quick commerce and offline channels.

Besides, the startup plans to expand its portfolio into categories like namkeen, biscuits and cookies by January 2027, Baranwal said.

“We will also launch more products in existing categories and build our R&D capabilities. We’re planning to develop new products with parents, as well as innovators from across the country,” cofounder Mansi Baranwal told Inc42.

Founded in 2021 by husband-and-wife duo Mansi Baranwal and Aditya Mukherjee, Troovy initially entered the market with clean-label ketchup and later expanded into the healthy snacking category.

Its portfolio of products includes chips, puffs, sauces, spreads, millet-based pasta, cookies and milk mixes. Chips and puffs are Troovy’s hero categories, together accounting for around 60-70% of sales, as per Baranwal. 

Marketplaces and quick commerce account for roughly half of Troovy’s sales, while sales from its own website brings in about 30%. Offline retail, which the startup recently entered in Delhi NCR, accounts for close to 6% of revenue. 

Troovy has begun building its offline distribution network, starting with Delhi NCR and neighbouring areas. It plans to expand into select metro and Tier I markets, initially focusing on Delhi NCR, Rajasthan and Uttar Pradesh, with some presence planned in Punjab and Haryana.

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