In the Indian market, Troovy claims to be the first to manufacture chemical-free, nutrition-dense sauces, healthy milk mixes, and healthy high-protein pasta and munchies. In its seed funding round, Troovy raised INR 10.5 Cr ($1.25 Mn), led by Sharrp Ventures and Earlyspring and featuring Veltis Capital as an investor. The startup's sauces and spreads are chemical-free and nutrient-rich. You'll find 13 mg of iron, 23 essential vitamins and minerals, and plant-based protein in its milk mix.
In India, the issue of inadequate nutrition affects not only impoverished communities but also wealthy urban individuals who may not be aware of their nutritional deficiencies.
There is a lack of awareness regarding nutrition in Indian families, especially in terms of children's specific needs, leading to the country's reliance on processed foods and sedentary lifestyles. The United Nations report states that 13.7% of India's population, around 194.6 million people, were undernourished between 2021 and 2023.
To address this issue, Aditya Mukherjee and Mansi Baranwal founded Troovy in 2021, launching products such as tomato ketchup in May 2023 after extensive research and testing. They aim to offer chemical-free, nutrition-loaded sauces, healthy milk mixes, high-protein pasta, and munchies in the Indian market, focusing on providing clean, nutrient-rich products for children.
Troovy has received INR 10.5 Cr ($1.25 Mn) in seed funding led by Sharrp Ventures and Earlyspring, with plans to use the funds for new product development and scaling operations to meet increasing demand for healthy packaged foods.
The brand's products, including tomato ketchup and milk mix, have gained popularity among parents, leading to rapid sales growth and expanding their product line to include more healthy options like munchies and protein pasta.
Baranwal managed projects in growth strategy, market-entry, and mergers for FMCG majors in India, focusing on food and personal care. Mukherjee founded a startup, worked at LimeRoad and Zomato, gaining expertise in nutrition.
They started Troovy due to their picky-eating son, seeing a lack of nutrition in Indian children. Troovy's products focus on nutrition, targeting children health-conscious parents, and young adults. Their products are clean, nutritious, and tasty, filling a gap in the market.
'Conscious moms' are the early adopters, expanding from urban to Tier II and III cities. Troovy's range includes chemical-free sauces, nutrient-rich milk mix with iron, and vitamins, and complete plant-based protein, sweetened with jaggery.
The co-founders emphasize the importance of nutrition for children's physical and cognitive development, as well as preventing lifestyle diseases. Troovy has completed product testing and has found success with parents, positioning itself as a leader in the health-focused food market.
Their products cater to a growing consumer trend towards healthier eating habits, appealing to a wide range of customers seeking clean, nutritious, and delicious food options for themselves and their children.
Troovy has expanded its product offerings to include protein pasta and munchies. The company controls the R&D process and collaborates with manufacturing partners. The founders are confident in Troovy becoming a leading name in solving India's nutrition problem.
They plan to expand the product range to cover various food categories that children consume. Troovy aims to deliver healthy and tasty food for families, focusing on growth and onboarding quick commerce platforms.
Despite modest revenues, Troovy has gained traction and aims for INR 30 Cr annual run rate by FY25. Troovy is a D2C brand focused on FMCG products, positioning itself in the kids' nutrition market in India. It sees TruVital and Little Joys as competitors rather than traditional players.
The brand's pivot towards kids' nutrition market is worth watching, given the lucrative market value of INR 4,000 Cr. Troovy is set to compete in the clean nutrition space, offering a wide range of products for kids while continuing to innovate and grow in the market.
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