D2C Brand Troovy Raises INR 20 Cr To Bolster Its Quick Commerce Play

Kids-focussed D2C snacking brand Troovy has raised INR 20 Cr (around $2.3 Mn) in its pre-Series A funding round led by Fireside Ventures. The round also saw participation from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.

With the fresh funds, the startup is looking to expand its market reach by foraying into the quick commerce segment.

“We intend to become the number one player for healthy snacks for kids in India. The incoming funds in this round will be used to grow our sales in quick commerce. It serves as a natural channel for grocery purchases, and we observe a high repeat business,” cofounder Aditya Mukherjee said. 

Founded in 2021 by husband-wife duo Mukherjee and Mansi Baranwal, Troovy offers children-focussed nutritious snacking items like ragi and makhana chips, milk mixes, sauces and spreads, protein pasta, among others. While Baranwal looks after the product quality, Mukherjee specialises in go-to-market and growth across channels. 

The Delhi NCR-based startup claims that its snacking products have protein-rich content and no artificial additives, refined sugars, and chemical preservatives.  

Troovy last raised INR 10.5 Cr in its seed funding round, led by Sharrp Ventures and Earlyspring, in 2023. The round, which was a mix of INR 9 Cr equity and INR 1.5 Cr debt, also saw participation from Veltis Capital. 

Subsequently, it launched its first product, tomato ketchup, in May 2023.

The startup counts brands like Slurrp Farm, TruVital and Little Joys as its competitors in the clean nutrition space. 

The development comes at a time when Indian consumers are transitioning to healthy and guilt-free snacking, fuelled by increasing consumer awareness around nutrition, wellness, and the demand for better dietary choices. 

This sector includes a wide range of offerings such as organic snacks, plant-based alternatives, and functional foods aimed at supporting holistic well-being.

The change in consumer preferences isn’t only visible in fresh meals but also in packaged food and snacks. 

Entrepreneurs as well as investors have hopped on to the opportunity witnessing consumer consciousness and increasing popularity of nutritious and healthy brands. Last month, D2C snacking brand Eat Better raised INR 17 Cr in its pre-Series A funding round co-led by Prath Ventures and Spring Marketing Capital, along with other existing investors. 

A few days ago, Ankit Chona’s D2C healthy snacking brand Phab raised $2 Mn in its seed funding round led by OTP Ventures. 

Notably, D2C startups in India snapped up more than 50% of the total funding in the overall ecommerce sector last year, according to Inc42’s Indian Tech Startup Funding Report, 2024.