Mumbai-based direct-to-consumer (D2C) food products startup WickedGud has raised Rs 20 crore in its latest funding round from existing investors, including Orios Venture Partners, Asiana Fund, Shilpa Shetty, and others. The round also saw participation from Shajikumar Devakar, Ajay Mehta, Sonika Ravula, and Rahul Colaco.
The startup had previously raised Rs 20 crore in December last year from the same set of investors, along with $250,000 in June 2023, indicating continued investor confidence in the brand’s growth trajectory.
According to a press release, the fresh capital will be used to expand WickedGud’s presence across modern trade, general trade, and digital platforms, strengthen its supply chain and backend capabilities, and accelerate product innovation in high-velocity categories such as cup noodles and Korean-style spicy noodles.
Co-founded in 2021 by Bhuman Dani, WickedGud focuses on “unjunking” India’s kitchens by offering healthy yet indulgent food products. The brand uses wholesome ingredients and manufactures its products using steaming and convection air drying (SCAD) technology, aimed at retaining taste while improving nutritional value.
WickedGud operates in the highly competitive instant noodles and pasta segment, where taste, accessibility, and price sensitivity play a critical role in scaling. The company’s approach of improving everyday staples through a better-for-you lens, without positioning itself as a niche or premium-only brand, has helped it reach a wider consumer base.
Currently, the brand is available across major online and quick-commerce platforms, including Amazon, Blinkit, Instamart, Zepto, BigBasket, and Flipkart. On the offline front, WickedGud has expanded its footprint to over 5,000 retail outlets nationwide, including more than 1,500 Reliance Smart Bazaar stores and 50 DMart stores.
Recently, the company launched a Rs 20 Masala Noodles value pack for general trade to drive affordability and volumes in price-sensitive markets. It is also expanding its Korean-style noodles portfolio with new flavours such as Korean Fiery 2x Spicy, Korean Chilli Cheese, and Korean Chilli Chicken, as it looks to deepen its presence in fast-growing categories.
By: Arushi Agarwal
