Health-first food startup Troovy raises Rs 20 crore in funding from investors

Health-first food startup Troovy has raised Rs 20 crore in a pre-Series A funding round led by Fireside Ventures. The round also witnessed investment from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.

Troovy was founded by IIM Bangalore and Bain alums, Aditya Mukherjee and Mansi Baranwal. Mansi ensures the quality of the product by crafting highly nutritious, clean-label recipes. Aditya specialises in go-to-market and growth across channels.

Troovy said that its product range offers healthy snacks, including high-protein chips and puffs, protein instant pasta, protein vermicelli, immunity-boosting sauces and spreads, and multi-millet protein milk mixes, all of which are made with all-natural, wholesome ingredients. 

"Nutrition deficiency in kids is increasing with the declining nutritional value of our soil, vegetables, and grains. Troovy aims to replace junk and chemicals in packaged food with clean nutrition, powered by the goodness of veggies, dals, millets, and nut," said Aditya and Mansi in a joint statement.

Instead of artificial additives, the brand's products utilise natural ingredients, including soy flour for thickening and natural vinegar for preservation. Instead of harmful chemical preservatives, it opts for natural alternatives such as rosemary extract, the release notes.

“We add no maida, refined sugar, palm oil, or chemical preservatives & additives in our food products. And still, everything tastes fantastic! Too good to be true, right?", Vihaan added.

Ankita Balotia, Vice President at Fireside Ventures, said, “While developing our nutrition thesis, we identified children's nutrition as a significant whitespace in the market. Unlike adults, who have access to various food formats to meet their daily nutritional needs, mothers often seek simple, everyday food options to support their children's health.