Source: Inc42
The child nutrition-focused food startup Troovy has pocketed nearly ₹20 crore (roughly $2.3 million) in a pre-Series A funding round, an imperative lifeline in uplifting its mission to make healthy food more appealing for children. This round was led by Fireside Ventures, with participation from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.
This new-fangled investment was injected after a first-ever seed round, which happened in early 2023 but was not disclosed in public; this would stand testament to growing investor vibes on the brand’s potential to change the course of kids’ health food segment in India. Troovy has said that it plans on using the money to grow its distribution network and production capacity, as well as churning through some of the funds on product R&D.
Healthy Food, Kid-Friendly Appeal
Troovy, a company started by Aditya Mukherjee and Mansi Baranwal, is building its presence in the fast-growing category of nutrition-first, clean-label food for children. Their product portfolio covers protein chips and puffs; instant protein pasta and vermicelli; immunity-enhancing sauces and spreads; and protein-milk mixes from millets.
What sets Troovy apart is its focus on natural wholesome ingredients, and the products are free from Mada, refined sugar, palm oil artificial additives and preservatives,. The brand uses protein-rich dals, makhanas, green peas, and millets, in addition to natural alternatives to soy flour and rosemary extract to ensure taste and shelf life.
Troovy was introduced to the market with their chemical-free ketchup that was developed through over 1 year of trials. This product established the health aspect of the brand, and it remains one of the more popular choices among health-conscious parents who want to give their children decent options.
Opportunity and Competition in the Market
The Indian children’s health food industry is in phase of tremendous growth, with awareness about nutrition and long-term wellness on the rise. Parents today want products that have a nutritional value without compromising the taste, convenience, or safety factors. Troovy finds itself competing with a make-believe conception of all these sectors and actually brands like Slurrp Farm, Timios, and The Mumum Co.
