WickedGud Secures Rs 20 Crore to Revolutionise Healthy Food Options

WickedGud, a food products brand backed by Shilpa Shetty, has raised Rs 20 crore in its most recent funding round. This round included investment from current stakeholders such as Orios Venture Partners, Asiana Fund, Shilpa Shetty, and other investors. Others participating in the funding included Shajikumar Devakar, Ajay Mehta, Sonika Ravula, and Rahul Colaco.

The Mumbai-based venture previously raised Rs 20 crore from the same investors in December of last year, along with $250,000 in June 2023. The funds are set to enhance the brand’s presence in modern, general trade, and digital platforms, improve supply chain and backend capabilities, and promote innovation in rapidly-growing categories like cup noodles and Korean-style spicy noodles, according to a press release from WickedGud.

About WickedGud

Co-founded in 2021 by Bhuman Dani, WickedGud is a D2C startup dedicated to “unjunking” India’s kitchens with its array of healthy yet indulgent food items. The products are made from high-quality ingredients and utilise advanced steaming and convection air drying (SCAD) technology.

Market Positioning

WickedGud operates in the expansive and competitive instant noodles and pasta market, where flavour, accessibility, and price sensitivity are vital for scaling. The company’s commitment to enhancing everyday food staples through a healthier lens allows it to resonate with a diverse consumer demographic, avoiding the trap of being perceived solely as a niche or premium label.

Availability and Product Range

The brand has created a significant presence on prominent online and quick-commerce platforms, including Amazon, Blinkit, Instamart, Zepto, BigBasket, and Flipkart. Beyond its digital footprint, WickedGud can be found in over 5,000 retail locations across the nation, including more than 1,500 Reliance Smart Bazaar stores and 50 DMart outlets.

Recently, the company introduced a Rs 20 value pack of Masala Noodles designed for general trade, aimed at enhancing affordability and achieving higher volumes in price-sensitive areas. Furthermore, WickedGud is broadening its Korean-style noodle selections with new offerings, such as Korean Fiery 2x Spicy, Korean Chilli Cheese, and Korean Chilli Chicken.