Troovy, the Gurugram-based D2C startup redefining children’s nutrition, has raised $5 million (approx. ₹42 crore) in a Series A funding round. The investment was led by Fireside Ventures and Sharrp Ventures (the family office of Marico’s Harsh Mariwala), with continued participation from existing backers Spring Marketing Capital and Veltis Capital.
This round follows a year of rapid scaling for the brand, which previously raised ₹20 crore in a pre-Series A round in May 2025. The new capital will be used to aggressively expand distribution across quick commerce (Q-Commerce) and e-commerce platforms, diversify the product portfolio, and propel the brand toward a ₹100 crore annual revenue milestone over the next few years.
5X Growth Driven by the “Clean Label” Revolution
Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Troovy has tapped into a major whitespace in the Indian FMCG market: healthy snacks that children actually want to eat. Over the last five months, the company has reported a 500% growth (5X) in sales, fueled by high repeat purchase rates among health-conscious urban parents.
Troovy’s “No Junk” promise is the core of its identity. Its products—ranging from multi-millet milk mixes to protein-rich puffs—are strictly formulated without:
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Refined Sugar & Maida
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Palm Oil
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Chemical Preservatives & Artificial Additives
Future Strategy: Millets, Nuts, and Quick Commerce
With the Series A funds, Troovy aims to transition from a niche digital brand to a mainstream household name. Key expansion pillars include:
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Portfolio Diversification: Launching new categories using nutrient-dense ingredients like millets, pulses, grains, nuts, and hidden vegetables.
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Channel Deepening: Strengthening its presence on platforms like Zepto, Blinkit, and Swiggy Instamart, which the founders identify as “natural channels” for impulse-driven grocery purchases.
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R&D-Led Innovation: Maintaining a rigorous testing process where every product undergoes multiple rounds of feedback from its primary “in-house” experts—children.
“Our mission is to replace the hidden junk in children’s diets with clean nutrition that doesn’t compromise on taste,” said Mansi Baranwal, Co-founder of Troovy. “This funding validates the trust parents have placed in us to reimagine the snack drawer.”
By: Vanshika Tayal
