Snack startup Troovy secures ₹100 crore in Series B funding
Troovy has raised ₹100 crore to scale its offline retail presence and expand its product portfolio into biscuits and namkeen by 2027.
Indian snack startup Troovy has secured ₹100 crore ($10.5 million) in a Series B funding round led by Fireside Ventures, with participation from Sharrp Ventures. The company intends to utilize the capital to increase manufacturing capacity, bolster research and development, and scale distribution across quick commerce and brick-and-mortar retail channels.
Founded in 2021 by Mansi Baranwal and Aditya Mukherjee, Troovy currently generates roughly half of its revenue from marketplaces and quick commerce, while its own website contributes approximately 30%. The startup is now prioritizing a physical retail expansion, initially targeting the Delhi NCR region before moving into other metro and Tier 1 cities including Rajasthan, Uttar Pradesh, Punjab, and Haryana.
Beyond distribution, the company plans to diversify its product line beyond its core chips and puffs. According to co-founder Mansi Baranwal, the roadmap includes launching namkeen, biscuits, and cookies by early 2027. The company is currently under pressure to refine its labeling practices following recent regulatory scrutiny from the Food Safety and Standards Authority of India (FSSAI) regarding product naming conventions.
Baranwal noted that while stricter enforcement of labeling regulations creates operational and testing costs for smaller firms, she believes it will ultimately benefit companies committed to ingredient transparency. The startup is currently working to reduce sodium levels and reformulate existing products to align with evolving health standards.