Troovy: Kids’ Nutrition Food Brand Secures Rs 20 Crore Funding

Troovy, a brand dedicated to kids’ nutrition, has successfully raised Rs 20 crore ($2.3 million) in its pre-Series A funding round, primarily led by Fireside Ventures. Additional backers include Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.

Previously, Troovy secured an undisclosed seed funding round in 2023. This latest financial boost is aimed at enhancing product development and expanding distribution.

Founded by Aditya Mukherjee and Mansi Baranwal, Troovy provides an array of offerings such as high-protein chips and puffs, protein instant pasta, protein vermicelli, immune-boosting sauces and spreads, along with multi-millet protein milk mixes. These products are crafted using natural ingredients, intentionally excluding maida, refined sugar, palm oil, and synthetic preservatives and additives.

Innovative Product Launches

Troovy made its debut with a nutrition-driven ketchup that is free from chemicals, a product that was developed after more than a year of rigorous testing. The brand integrates protein sources like dals, makhanas, green peas, and millets, opting for natural substitutes such as soy flour and rosemary extract in place of artificial additives.

Market Position and Competition

Troovy is competing in the expanding kids’ health food market alongside brands like Slurrp Farm, Timios, and The Mumum Co., all of which are also focused on providing healthier options for children.