India’s clean-label snacking space continues to attract strong investor interest as Troovy, a fast-growing direct-to-consumer (D2C) food brand, has raised $5 million in a Series A funding round led by Fireside Ventures and Sharrp Ventures. The round also saw participation from existing investors Spring Marketing Capital and Veltis Capital, reinforcing confidence in Troovy’s brand-led growth journey.
This latest raise adds momentum to D2C news India and D2C funding news, highlighting how food and wellness-focused startups are emerging as some of the fastest-growing D2C brands in the country. The fresh capital will be used to expand Troovy’s distribution across e-commerce, quick commerce, and its own direct-to-consumer India channels, launch new clean-snacking products, and scale the business toward ₹100 crore in revenue over the coming years.
Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Gurugram-based Troovy has carved out a strong position in the D2C ecosystem India by focusing on kid-friendly and family-first snacks made without refined sugar, maida, palm oil, preservatives, or artificial additives. The brand’s portfolio spans chips, puffs, cookies, sauces, spreads, and multi-millet milk mixes—products designed to fit seamlessly into everyday consumption rather than being positioned as niche “health foods.”
Troovy’s growth trajectory has been especially notable in recent months. Over the last five months, the startup has reported 5x growth, driven largely by repeat purchases and strong word-of-mouth among urban households. This performance reflects shifting D2C consumer behavior India, where families are increasingly seeking trustworthy, clean-label alternatives in categories traditionally dominated by ultra-processed snacks.
The Series A round follows a ₹20 crore ($2.3 million) pre-Series A raise in May last year, also led by Fireside Ventures, and an undisclosed seed round in 2023. This steady progression across D2C funding rounds underscores Troovy’s ability to combine brand storytelling, product-market fit, and disciplined execution—qualities increasingly valued in VC-backed D2C brands.
Troovy currently sells through major online marketplaces and its own website, while actively expanding its footprint on quick commerce platforms. This omnichannel push aligns with broader D2C market trends 2025, where snack discovery and impulse buying are increasingly driven by 10–15 minute delivery formats. By being present where consumption decisions happen, Troovy is strengthening its D2C go-to-market strategy and accelerating D2C revenue growth.
The newly raised capital will also support product innovation, with upcoming launches focused on millets, dals, grains, nuts, and vegetables—ingredients aligned with both Indian food habits and global clean-eating trends. This focus positions Troovy well within the D2C food and beverage brands segment, which continues to be one of the most active areas in D2C industry news.
From an investor perspective, the round reflects continued appetite for brands that can build long-term consumer trust while scaling efficiently. Fireside Ventures’ repeat participation signals conviction in Troovy’s potential to become a category-defining brand, while Sharrp Ventures’ involvement adds strategic depth through its consumer and FMCG ecosystem expertise.
As India’s packaged food market evolves, brands like Troovy are helping redefine what everyday snacking looks like—moving from indulgence-led choices to mindful, ingredient-forward consumption. With strong growth, expanding distribution, and a clear path to scale, Troovy is emerging as a standout name in Indian D2C updates and a brand to watch in the next phase of India’s clean-label food revolution.
