From Kitchen Experiments to ₹20 Cr Funding: The D2C Brand Making Packaged Food Healthier for Kids
Let’s be honest, getting kids to eat nutritious meals is practically a superhero-level challenge. One minute, they’re pushing away their veggies; the next, they’re devouring sugary snacks. Parents fight a daily battle between nutrition and taste, wishing there was a way to make healthy food exciting.
Well, someone decided to fix that problem. Meet Troovy, a health-first food startup founded in 2021 by Mansi Baranwal and Aditya Mukherjee. Their mission? To make kids’ food clean, nutritious, and irresistibly delicious.
And they’re not just talking the talk they’ve raised ₹20 Cr in a pre-Series A funding round led by Fireside Ventures, proving there’s a massive demand for better kids’ nutrition. 🚀
The Troovy Story: When Parents Said “Enough”
Like many parents, Mansi Baranwal struggled with her son’s eating habits. As a working mother juggling life at Bain & Company, she worried about his meals going unfinished.
“How will he be healthy and set for a successful life if he isn’t eating well?” she thought.
Mansi wasn’t alone; hundreds of parents shared her frustration. From preservative-loaded sauces to sugary snacks disguised as “healthy”, finding clean, nutritious food was nearly impossible.
So instead of waiting for big brands to change, Mansi and Aditya decided to do it themselves. Troovy was born, a brand that ditches harmful ingredients while making kids’ favorite foods fun, tasty, and nutritious.
What Makes Troovy Different?
- No Artificial Chemicals → Their sauces are 100% clean, proving packaged food doesn’t need nasties.
- Half a Serving of Veggies in Each Serve → That’s right, their products sneak in vegetables without kids even noticing.
- Shelf Stability (6 Months) → Thanks to high-tech production and five-layer packaging, Troovy lasts long without preservatives.
- Unbelievable Yumminess → Nutrition means nothing if kids won’t eat it. Troovy nailed the taste test.
Their mantra? Healthy food should be as fun and addictive as junk food, but without the junk. 💡
How Troovy Parents Built the Brand
Here’s the wild part: Troovy isn’t just a startup’s brainchild; it’s a community-led movement.
- 100 Parents Were Involved → From corporate executives to teachers, Troovy’s supporters were real-life parents who wanted better food options.
- 40 Recipe Iterations & 7 Tasting Sessions → They perfected their sauces through months of tweaking until kids loved them.
- 10 Nutritional Profiling Tests → Making sure the food was packed with essential vitamins and minerals.
- 14 Months of Research → Because rushing nutrition wasn’t an option.
Troovy didn’t just test in labs they tested in actual households until it became a brand parents could trust blindly.
“No More Half-Truths” The Troovy Promise
Troovy parents aren’t easily fooled. They demand transparency and refuse to compromise on health.
- No Preservatives → Unlike most packaged foods, Troovy uses natural preservation methods like lemon, vinegar, salt, and jaggery.
- BRC Certified → Their factory is USFDA-approved and holds A+ certification from the British Retail Consortium.
- Every Batch Tested → Nutritional profiling, microbial checks, shelf-life analysis nothing reaches consumers without passing stringent quality control.🧪
Troovy parents aren’t just buying sauces they’re changing how families approach nutrition.
Funding, Growth & The Road Ahead
- Pre-Series A Funding: ₹20 Cr from Fireside Ventures
- Seed Round: ₹10.5 Cr ($1.25 Mn) led by Sharrp Ventures & Earlyspring
- Current Sales Channels: Amazon & Official Website
- Expansion Plans: Entering quick commerce platforms for higher purchase frequency
While FY24 revenues weren’t jaw-dropping, Troovy gained massive traction in just six months. Their goal? ₹30 Cr in annual revenue by FY25.
What’s Next for Troovy?
- Scaling Quick Commerce Presence → Think Blinkit, Zepto, Swiggy Instamart, making Troovy super accessible.
- Launching More Kid-Friendly Products → More healthy munchies, sauces, pasta, milk mixes, no junk, just nutrition.
- Expanding Beyond D2C → Partnering with major grocery chains and FMCG distributors.
Troovy isn’t just a brand, it’s a movement making packaged food healthier, cleaner, and kid-approved.
The Future of Kids’ Nutrition is Here
For decades, parents have struggled to balance health and taste. Junk food is irresistible. Healthy food is often ignored. Troovy is proving that you don’t have to choose; kids can have nutritious meals that taste amazing.
With scientific innovation, real parent involvement, and an obsessive focus on transparency, Troovy is changing the way Indian families eatone healthy snack at a time.
And if their rapid growth, ₹20 Cr funding, and parent-led revolution are anything to go by, this is just the beginning. 🚀🥦✨
Shop Now: Troovy
