Oroos Confectionery Pvt. Ltd. recently secured ₹20 crore ($2.26 million) in funding, a key event in the Indian D2C scene.Fireside Ventures, a VC investor in D2C brands, led the round, with State Bank of India (SBI) and some angel investors also participating. This shows strong investor confidence in Direct-to-consumer India brands coming from Tier II and Tier III markets.
Raje Suneet Jain and Prashant Manral started Oroos in 2025, aiming to create affordable, quality confectionery products for everyday consumers. They want to change India’s confectionery market, targeting underserved areas with scalable D2C models—a common move in the D2C food and beverage category.
Oroos will use the funds to build a fully automated plant in Greater Noida, improving its D2C supply chain and production. The brand also plans to grow its distribution network in Tier II and Tier III cities, reaching areas with increasing consumption. This fits with the D2C expansion plans of many startups using omnichannel strategies, mixing modern trade, general trade, and local retail partnerships to grow reach and visibility.
The Indian confectionery market, worth ₹379 billion in 2024, is predicted to reach ₹597 billion by 2033, growing at 5.2% annually, according to IMARC Group. North India accounts for about a third of total sales, and growth is expected to increase in smaller cities due to rising incomes and a preference for branded packaged products. Oroos’s move to become a trusted D2C food brand is happening as consumers switch from unbranded sweets to reliable, hygienic options.
This funding reflects a trend in D2C India, where investors are backing consumer-focused brands with D2C revenue growth potential. Fireside Ventures’ involvement shows its support for brands such as boAt, Mamaearth, and Slurrp Farm, which are known for innovation in the Indian D2C market. For Oroos, this funding is a foundation for increasing production and brand presence nationwide.
As D2C industry news in India focuses on new consumer startups, Oroos joins the list of startups attracting investments. With its D2C strategy of tier-based expansion, automation, and brand trust, the company is preparing for long-term growth. This strengthens its position in the D2C food and beverage category and adds to the story of D2C business in India, where innovation and accessibility shape the future of consumer brands.
