Clean-label snacking brand Troovy has raised ₹100 crore in a fresh funding round led by Fireside Ventures and Sharrp Ventures, strengthening its plans to expand in India’s growing healthy snacking market.
Founded in 2021 by Aditya Mukherjee and Mansi Baranwal, Troovy plans to use the capital to increase investment in research and development (R&D), expand manufacturing capacity and strengthen its distribution across quick-commerce platforms and offline retail channels.
The latest fundraise is more than double the ₹45.8 crore the company secured in January this year. That earlier round, equivalent to $5 million, was also led by Fireside Ventures and Sharrp Ventures, with participation from Spring Marketing Capital and Veltis Capital.
The company has not disclosed its valuation following the latest funding round. Market estimates place it at around ₹400 crore.
Demand for healthier snacks grows
Troovy’s fundraising comes as consumers increasingly pay attention to the ingredients, nutritional value and quality of packaged foods. The company competes with brands such as Slurrp Farm, Farmley and phab in a market where consumers are looking for convenient snacks that fit their health and lifestyle preferences.
Mansi Baranwal, co-founder of Troovy, said the growing number of consumers checking product ingredients was an encouraging sign for the business. She also highlighted the potential impact of proposed front-of-pack nutrition labelling requirements in India.
The Food Safety and Standards Authority of India (FSSAI) has proposed a system requiring packaged foods to display clear warnings about high levels of sugar, salt or fats. The proposal, which has been the subject of debate between public-health advocates and the food industry, has gained attention amid Supreme Court proceedings on the issue.
Such labelling could make it easier for consumers to compare products and understand their nutritional composition. For brands such as Troovy, which emphasise ingredient transparency, the changes could create opportunities to communicate product attributes more clearly. However, their ultimate impact will depend on the final rules and how consumers respond.
Investment in products and distribution
The fresh capital will help Troovy strengthen its product development capabilities and build the manufacturing capacity needed to support expansion. Increasing its presence on quick-commerce platforms while widening offline distribution will also be important as the brand seeks to reach more consumers.
The company’s plans reflect a broader shift in the packaged food industry, where brands are competing not only on taste and price but also on ingredient quality, convenience and nutritional positioning.
According to an IMARC market estimate cited in the report, India’s clean and healthy snacking market was valued at $3.28 billion in 2026 and is projected to reach $4.77 billion by 2034, growing at a compound annual growth rate of 4.8%. Rising health awareness, demand for convenient foods and interest in natural, low-calorie and high-protein options are among the factors supporting the market.
For Troovy, the challenge now will be to convert fresh investment into sustained growth while keeping its products accessible and building consumer trust. As competition intensifies, consistent product quality, wider availability and clear communication about ingredients are likely to shape the brand’s next phase of expansion.