Shilpa Shetty-backed noodles and pasta brand WickedGud raises Rs 20 crore in funding

Shilpa Shetty-backed noodles and pasta brand WickedGud has raised Rs 20 crore in its latest funding round as it looks to deepen its omni-channel distribution and accelerate product innovation across high-growth consumption categories.

The round saw participation from existing investors, including Orios Venture Partners, Asiana Fund, and Shilpa Shetty.

New investors in the round include Shajikumar Devakar, co-founder of Neo Wealth Management; Ajay Mehta, former content head at WPP; Sonika Ravula, general partner at Optional Gravity; and Rahul Colaco, chief executive officer at Fraser & Neave (F&N).

Previously, the Mumbai-based startup earlier raised $250,000 in June 2023, followed by a Rs 20 crore round in December last year.

Founded in 2021 by Bhuman Dani, WickedGud operates as a direct-to-consumer food brand focused on what it describes as “unjunking” everyday staples. Its products are made using wholesome ingredients and manufactured using steaming and convection air drying (SCAD) technology.

The Shark Tank India-featured startup operates in a category where taste, price sensitivity, and availability are critical to scale, and has positioned itself as a better-for-you brand without being niche or premium-only.

The startup will use the fresh capital to expand its presence across modern trade, general trade, and digital channels, while strengthening supply chain and backend infrastructure. A portion of the funds will be deployed to accelerate innovation in fast-moving categories such as cup noodles and Korean-style spicy noodles.

“The last 12 months have been pivotal for WickedGud. We have delivered 3x revenue growth, expanded our footprint to over 5,000 retail stores, and successfully entered new high-velocity formats,” said Bhuman Dani, founder and CEO of WickedGud.

“This funding allows us to scale with discipline, strengthen our go-to-market engine, and build a brand that consistently delivers on taste, nutrition and affordability for India’s next generation of consumers.”

WickedGud is currently available across major e-commerce and quick-commerce platforms, including Amazon, Blinkit, Instamart, Zepto, BigBasket, and Flipkart. Offline, the brand has expanded to more than 5,000 retail outlets nationwide, including over 1,500 Reliance Smart Bazaar stores and 50 DMart locations.

Rehan Yar Khan, managing partner at Orios Venture Partners, said WickedGud’s execution and cross-channel growth were key drivers behind the firm’s continued backing.

“WickedGud’s strong execution, rapid growth across channels, and category-leading innovations in cup noodles and Korean spicy formats make them one of the most exciting emerging FMCG brands in India,” he said.

“We are doubling down because their trajectory, market share gains, and brand love clearly demonstrate they are building a household name in the making.”