Gurugram based clean label snacking brand Troovy has raised Rs 100 crore in a fresh funding round led by Fireside Ventures and Sharrp Ventures. The company announced the round on 27 October 2026.
The new round is more than double the Rs 45.8 crore Troovy raised in January 2026. That earlier Series A round was also led by Fireside Ventures and Sharrp Ventures. The company has not disclosed its valuation after the latest round, though estimates place it at about Rs 400 crore.
What the money will fund
Troovy will use the fresh capital to expand its research and development work and its manufacturing capacity. It will also scale distribution across quick commerce platforms and offline retail channels. The plan moves the brand from a digital first start into stores where parents shop every week.
That distribution push is the real test of this round. Quick commerce rewards brands that can keep products in stock and moving fast. Offline retail adds a different challenge, since shelf space in stores must be earned and defended against much larger food companies.
A brand built by parents, tested by kids
Troovy was founded in 2021 by husband and wife duo Mansi Baranwal and Aditya Mukherjee. Both are IIM Bangalore graduates and former Bain consultants. The idea grew out of their own struggle to find packaged snacks for their son that were genuinely clean and still tasted good.
Baranwal leads recipe development while Mukherjee drives go to market strategy and growth. Their son Vihaan acts as the in house taste tester, and no product launches until it passes his tasting panel.
The first product, a preservative free tomato ketchup, launched in May 2023 after more than a year of trials.
Troovy now sells chips, puffs, cookies, sauces, spreads, multi millet milk mixes and protein pasta. Every product is made without refined sugar, maida, palm oil, preservatives or artificial additives. Its range is built around millets, dals, grains, nuts and real vegetables.
The funding history shows steady conviction from the same backers. Troovy raised Rs 10.5 crore in a seed round in 2023 led by Sharrp Ventures and Earlyspring. It then raised Rs 20 crore in a pre Series A round in May 2025 led by Fireside Ventures.
Why investors keep coming back
There is a growing segment that is very conscious about ingredients for whom front-pack-labels will really matter. We are seeing that in our growth numbers as well.
The quote above is from Mansi Baranwal, co-founder of Troovy. It points to the regulatory tailwind behind the round.
India is set to introduce front of pack labelling for foods high in sugar, salt and fats. Clean label brands stand to gain when ingredient lists move to the front of the pack.
The investor pairing matters too. Fireside Ventures is an early stage fund focused on consumer brands. Sharrp Ventures is the family office of Harsh Mariwala, the promoter of Marico, the company behind Saffola and Parachute.
A snacking brand backed by both gets consumer investing experience and operating knowledge from a major packaged food business.
A growing market with crowded shelves
Troovy competes with brands such as Slurrp Farm, Farmley and phab, along with other kid focused brands like Timios and Yoga Bar. The healthy snacking market in India was estimated at US 3.28 billion dollars in 2026 and is projected to reach US 4.77 billion dollars by 2034.
Growth is driven by rising health consciousness and demand for convenient, on the go foods.
The opportunity is real, but so is the competition. Slurrp Farm already has wide distribution and strong brand recall among parents. Large food companies can also launch clean label lines quickly once a category proves itself.
Troovy’s defence is its kid tested product process and the trust it has built with parents.
Its recent consumer brand fundraise covered by KeeVurds shows a similar pattern. ReplyAll, an everyday performance wear brand, raised Rs 9.7 crore on 26 October 2026 to turn a product led start into a broader brand.
Like Troovy, it is betting that product quality can carry a brand beyond its first niche.
Our view
Rs 100 crore is a serious bet on a brand that is still early in its journey. The repeat backing from Fireside Ventures and Sharrp Ventures says more than the amount itself. Investors rarely double down twice unless the numbers behind the brand are moving in the right direction.
The risk is execution at a larger scale. Manufacturing clean label products in volume, without compromising on ingredients, is harder than making small batches. Quick commerce growth can also be expensive if discounts do the selling instead of the product.
If Troovy holds its ingredient standards while it scales, the labelling shift and its kid first testing process give it a genuine edge.
