Troovy: Healthy Snacking Startup Secures Series B Round Funding

Healthy snacking startup Troovy is on the verge of raising between 150 crore to 200 crore in a Series B funding round, according to two sources acquainted with the situation. One of the sources, who wished to remain anonymous, mentioned that Troovy is in advanced conversations to secure this investment, primarily led by the Abu Dhabi Investment Authority (ADIA). Existing investors, including Fireside Ventures, are also anticipated to participate.

ADIA has a history of investing in established consumer businesses that have demonstrated significant market traction. Investing in Troovy would mark a relatively earlier-stage investment when compared to many of its prior consumer ventures, such as Purplle, FirstCry, Nykaa, and Lenskart, where ADIA chose to invest only after these companies had achieved significant growth and solidified their market presence.

About Troovy

Founded by Mansi Baranwal and Aditya Mukherjee, Troovy is engaged in the clean-label food sector and provides a variety of snacks and nutrition products targeted at children. Their offerings include chips, puffs, cookies, and milk mixes.

Utilisation of Funds

The funds raised will be directed towards expansion within the clean-label food category, as the company focuses on product innovation and enhancing distribution across quick-comm and omnichannel channels, according to sources. Another source, preferring to remain unidentified, stated that the transaction is nearing completion, and the parties involved are in the final stages of finalising paperwork.

Troovy chose to not comment on the matter, while requests sent to ADIA and Fireside Ventures remained unanswered before publication.

Previous Funding Rounds

This funding round follows Troovy’s earlier $5 million Series A funding achieved in January this year, led by Fireside Ventures and Sharrp Ventures, with contributions from existing investors Spring Marketing Capital and Veltis Capital. Before this, the startup secured 2.3 million (20 crore) in a pre-Series A round led by Fireside in May 2025.

Financial Performance

For the fiscal year ending in March 2025, Troovy reported revenue of 6.05 crore, while its losses stood at 10 crore. Troovy faces competition from brands like Slurrp Farm, Timios, and other emerging competitors focused on healthier food choices for families and children.