Clean-label, digital-first snacking brand Troovy has secured Rs 100 crore in a new funding round led by Fireside Ventures and Sharrp Ventures, doubling the amount it raised earlier this year. The company plans to use the fresh capital to strengthen its research and development (R&D) capabilities, expand manufacturing capacity, and scale its distribution network across quick-commerce platforms and offline retail channels.
Founded in 2021 by entrepreneurs Aditya Mukherjee and Mansi Baranwal, Troovy operates in India’s growing healthy snacking market and competes with brands such as Slurrp Farm, Farmley, and phab.
The latest fundraise comes as India prepares to introduce front-of-pack labelling requirements for foods containing high levels of sugar, salt, and fats. As consumers increasingly scrutinise food ingredients and nutritional information, Troovy expects the shift to create opportunities for clean-label brands.
“There is a growing segment that is very conscious about ingredients for whom front-pack labels will really matter. We’re seeing that in our growth numbers as well,” said Mansi Baranwal, co-founder of Troovy.
Earlier in January 2026, Troovy Foods raised $5 million, equivalent to Rs 45.8 crore, in a Series A funding round led by Fireside Ventures and Sharrp Ventures. Spring Marketing Capital and Veltis Capital also participated in that round. Although the company has not disclosed its valuation following the latest fundraise, estimates place it at approximately Rs 400 crore.
Meanwhile, Troovy intends to direct the newly raised capital towards expanding its R&D operations, increasing manufacturing capacity and strengthening its presence across online and offline distribution channels. The company is also looking to capitalise on the growing reach of quick-commerce platforms to make its products more accessible to consumers.
India’s clean-label and healthy snacking market continues to expand as consumers increasingly seek convenient, nutritious food options. According to an IMARC report, the domestic market was valued at US$3.28 billion in 2026 and is projected to reach US$4.77 billion by 2034, registering a compound annual growth rate (CAGR) of 4.80% between 2026 and 2034.
The report identifies rising health consciousness, increasing demand for convenient on-the-go foods, and a growing preference for natural, low-calorie, and high-protein snacks as key factors driving market growth.
At the same time, regulatory developments could further influence consumer choices and competition within the packaged food industry. The Food Safety and Standards Authority of India (FSSAI) has proposed a single-phase implementation of front-of-pack labelling (FOPL) before the Supreme Court. Under the proposal, packaged food manufacturers would have to display the levels of sugar, salt, or fats through red hexagonal labels.
Although discussions around front-of-pack labelling have continued for nearly a decade, resistance from major food companies has delayed progress on the issue. However, the matter has gained momentum in recent months following the Supreme Court’s intervention.
As India moves towards greater transparency in food labelling, brands such as Troovy could benefit from growing consumer awareness of ingredients and nutritional content. The company’s latest fundraise also positions it to expand its product development and distribution capabilities as competition intensifies in the country’s healthy snacking segment.
