WickedGud, a D2C food brand in Mumbai, just got ₹20 crore in a new funding from current investors. This shows they have faith in the brand’s growth and how well it’s doing. The funding came from Orios Venture Partners, Asiana Fund, Shilpa Shetty, Shajikumar Devakar, Ajay Mehta, Sonika Ravula, and Rahul Colaco.
This is the second time WickedGud has received ₹20 crore, after a similar funding last December, and an earlier $250,000 funding in June 2023. This consistent backing puts WickedGud among the VC-backed D2C brands gaining traction in India. It mirrors a wider trend of investors backing brands that have strong distribution and relevance.
Bhuman Dani started WickedGud in 2021 with a simple goal: to make everyday Indian food healthier without losing taste, availability, or affordability. The brand focuses on improving common foods like instant noodles and pasta with better ingredients, rather than being just a niche or premium brand. This has helped WickedGud grow quickly online and in stores.
The company says the new funding will help them grow in modern and general trade, as well as on digital platforms. They’ll also improve their supply chain and backend. A big part of the funding will go towards creating new products in fast-moving categories, like cup noodles and spicy Korean-style noodles, which are popular among younger customers. These plans fit with the trends in the D2C market, where speed, affordability, and widespread distribution are important for growth.
WickedGud’s production is different because they use steaming and convection air drying (SCAD) to keep the taste and improve nutrition. By using good ingredients and efficient processing, WickedGud is creating a strong position in a market that is usually full of unhealthy options.
WickedGud has a strong presence in both online and offline sales, which shows how D2C businesses in India are changing. They are on major online platforms like Amazon, Flipkart, BigBasket, and quick commerce platforms like Blinkit, Zepto, and Instamart. Offline, WickedGud is in over 5,000 retail stores across the country, including 1,500+ Reliance Smart Bazaar stores and 50 DMart stores, which helps them reach customers more easily.
To sell more in price-sensitive markets, they recently launched a ₹20 Masala Noodles pack for general trade, aiming to increase sales while keeping the brand affordable. They’re also adding new flavors to their Korean-style noodles, like Korean Fiery 2x Spicy, Korean Chilli Cheese, and Korean Chilli Chicken, to appeal to the growing demand for international flavors.
As repeat funding rounds become more common in Indian D2C news, WickedGud’s recent funding shows that investors believe in brands that have a good product, can sell through different channels, and appeal to a wide audience. With stronger retail presence, faster innovation, and support from investors, WickedGud is becoming one of the fastest-growing D2C brands changing how India eats every day.
