Healthy Snacking Brand Troovy Bags ₹100 Cr To Expand Offline Presence, Enter New Categories

Healthy snack company Troovy raised ₹100 Cr ($10.5 Mn) in a Series B funding round led by existing investor Fireside Ventures and Sharrp Ventures. The startup aims to use the capital to enhance its manufacturing capacity, fuel innovation in product development, and expand its distribution channels across quick commerce and offline markets.

Furthermore, Troovy plans to diversify its portfolio into categories such as namkeen, biscuits, and cookies by January 2027. The brand, founded in 2021 by Mansi Baranwal and Aditya Mukherjee, currently offers chips and puffs, which together account for 60-70% of sales. Offline retail, which the company entered in Delhi NCR, contributes to around 6% of revenue.

The startup is currently focusing on Delhi NCR, Rajasthan, Uttar Pradesh, and some presence in Punjab and Haryana. A recent Food Safety and Standards Authority of India (FSSAI) investigation resulted in a backlash over the use of the term "Healthy" in product names, despite their other ingredients. Baranwal believes stricter enforcement of food labelling rules can benefit both brands and consumers.

The company is also working on reducing sodium levels and limiting the use of certain ingredients in their products.