India’s D2C ecosystem continues to attract strong investor interest as consumer preferences shift toward healthier, cleaner, and more transparent food choices. In one of the latest developments in D2C news India and D2C funding news, healthy snacking startup Troovy is reportedly in advanced discussions to raise between ₹150 crore and ₹200 crore in a new Series B funding round led by Abu Dhabi Investment Authority (ADIA), with participation expected from existing investors including Fireside Ventures.
The potential investment marks a significant milestone for one of the latest D2C startups operating in the rapidly growing clean-label nutrition segment. If completed, the transaction would further strengthen Troovy’s position among emerging D2C food and beverage brands that are reshaping how Indian families approach children’s nutrition and healthy snacking.
Founded by Mansi Baranwal and Aditya Mukherjee, Troovy has built a strong identity around clean-label food products designed specifically for children. The brand offers a growing portfolio of healthier alternatives including chips, puffs, cookies, milk mixes, and nutrition-focused snacks that aim to balance taste, convenience, and nutritional value. As consumer awareness around ingredients and health continues to rise, Troovy is benefiting from broader D2C consumer behavior India trends that increasingly favor transparent and wellness-focused products.
The proposed funding round comes at a time when investors are actively backing brands with strong category potential and differentiated product positioning. ADIA’s interest is particularly notable because the global investor has traditionally invested in larger, scaled consumer businesses such as Nykaa, FirstCry, Purplle, and Lenskart. A potential investment in Troovy reflects growing confidence in the startup’s future prospects and highlights the increasing attractiveness of India’s healthy food and nutrition sector.
According to industry sources, the fresh capital is expected to be deployed toward product innovation, portfolio expansion, distribution growth, and strengthening the company’s omnichannel D2C strategy. Troovy is expected to deepen its presence across ecommerce platforms, quick commerce D2C channels, and offline retail networks while introducing additional clean-label products to address evolving consumer demand.
The startup has demonstrated strong momentum over the past year. Earlier this year, Troovy raised $5 million in a Series A round led by Fireside Ventures and Sharrp Ventures, with participation from existing investors Spring Marketing Capital and Veltis Capital. Prior to that, the company secured a pre-Series A funding round worth approximately ₹20 crore. The continued investor participation reflects confidence in the company’s long-term D2C business model India and growth trajectory.
As per available financial information, Troovy reported revenue of ₹6.05 crore for FY25. While the company remains in an investment phase, the business continues to focus aggressively on brand building, category creation, and consumer acquisition. Such investments are common among fast-growing D2C brands India that are prioritizing market expansion and product development to capture long-term opportunities.
The opportunity ahead remains significant. Parents across India are increasingly seeking healthier food alternatives for children, creating strong tailwinds for D2C wellness startups and nutrition-focused brands. This shift has fueled the rise of multiple emerging players, but Troovy’s clean-label positioning, product innovation, and strong investor backing have helped it stand out in a competitive market.
As India’s D2C industry news continues to be driven by innovation, funding activity, and evolving consumer preferences, Troovy’s reported Series B round represents another important signal for the sector. With potential backing from ADIA, continued support from existing investors, expanding distribution channels, and a growing portfolio of clean-label products, the company appears well-positioned to participate in the next phase of growth within India’s rapidly evolving healthy food ecosystem and broader D2C business India landscape.
Read more:Source: Based on reporting by Entrackr, with additional editorial adaptation and analysis.
