Clean Snacking Is Moving From Niche to Daily Consumption
India’s packaged snacking market is undergoing a quiet reset. Urban families, especially parents of young children, are increasingly scrutinising labels and moving away from snacks high in refined sugar, palm oil, and artificial additives. This shift is pushing clean-label brands from occasional trials into repeat, everyday consumption, creating room for scaled, trust-led food startups.
Funding Snapshot and Investor Backing
Gurugram-based clean-label snacking startup Troovy has raised $5 million (around ₹41 crore) in a Series A funding round led by Fireside Ventures and Sharrp Ventures. Existing investors Spring Marketing Capital and Veltis Capital also participated.
Troovy had earlier raised ₹20 crore in a pre-Series A round in May last year, also led by Fireside Ventures.
What Troovy Is Building
Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Troovy focuses on clean, kid-friendly snacks for families. Its portfolio spans chips, puffs, cookies, sauces, spreads, and multi-millet milk mixes, positioned around the absence of refined sugar, maida, palm oil, preservatives, and artificial additives. The brand follows a rigorous product development cycle with multiple testing rounds before launch and has reported 5X growth in the last five months, driven largely by repeat consumption among urban households.
Why This Funding Matters
The fresh capital will be used to expand distribution across ecommerce, quick commerce, and D2C channels, launch new clean-snacking products, and scale the business toward the ₹100 crore revenue mark over the next few years. Troovy’s rise reflects growing investor confidence in family-focused, clean-label food brands that prioritise trust and repeat usage over impulse buying. For Indian founders, the takeaway is clear: in food and FMCG, depth of consumption and ingredient credibility are emerging as stronger growth levers than rapid category proliferation alone.
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