Every iconic consumer brand begins with a moment of human truth – a simple question that reveals a massive gap in the market. For Troovy, that moment came on a family road trip when 4-year-old Vihaan looked at his parents and asked, "Why can't snacks make me stronger?"
Today, at age 8 and serving as Troovy's Chief Imagination Officer, Vihaan still taste-tests every product.
When we first invested in Troovy in 2024, we were backing a bold thesis: kids deserve indulgent-tasting snacks and genuine nutrition. A year later, that thesis has translated into exceptional execution — 5x revenue growth, category-leading presence on quick commerce, and strong repeat-led traction on D2C.
From road trip spark to snacking revolution
Mansi and Aditya didn’t set out to disrupt India's massive INR 225,000 crore snacking market. But Vihaan's question crystallized the problem: Almost all Indian children snack on a weekly basis, and half of them do so daily. However, most snacks are nutritional voids loaded with maida, palm oil, refined sugar, preservatives, and artificial additives.
At the same time, research tells us 51% of kids are protein-deficient, 60% lack vitamin D, and 47% need to have B12. Parents want better, but no brand delivers junk-food taste with real nutrition in familiar formats.
Troovy's solution is elegantly simple: clean-label, high-protein alternatives to every kid favorite. Their portfolio – from millet-veg chips and extruded puffs to protein cookies and nutrition-packed sauces – undergoes a rigorous 12-step NPD process, including 40-50 rounds of kid-led taste-testing, with feedback from over 500 families in early validation cycles.
This deep consumer insighting – built through constant parent feedback, cohort analysis, and in-home trials – ensures Troovy doesn’t just launch products but consistently builds category winners.
The result? Products that kids prefer over conventional brands, while fixing parental guilt.
Traction that speaks volumes
Troovy has backed its promise with stellar execution across channels.
In just twelve months, the company scaled 5X growing at nearly 20 month-on-month over the last four months. Quick commerce now contributes ~ half of revenue, up from just 11% at the time of first investment.
Over the same period, Troovy grew its quick commerce business 8X, driven by strong organic ranking and improving unit economics. Core SKUs consistently deliver 4.7+ ratings, with industry high same-month repeat rates — nearly twice category benchmarks.
On D2C, the brand has built a highly engaged parent community evidenced in high proportion of repeat users despite rapid growth. Troovy today generates very high monthly searches on Blinkit, comparable to brands several times its size in revenue— a strong indicator of organic pull and consumer trust.
The brand’s organic pull is real, and it is now searched for as much as several larger, older brands.
Why we're compounding conviction
Our seed bet was on purpose-driven founders tackling a noble problem. This follow-on reflects proven execution.
In under a year, Troovy has:
- Scaled 5X since investment with MOM growth of 20%+ in the last 4 months
- Achieved product market fit with a key cluster of consumers using innovative products to solve a real pain point resulting in industry best repeat rates in food and beverages.
- Established category-leading ratings and organic demand
These metrics reflect not just momentum, but operating maturity and product-market fit.
The magic: Kids + parents, taste + trust
What sets Troovy apart is its belief that "Kids love and deserve healthy snacks." Their purpose shines through with Troovy supporting school nutrition programs and distributing fortified mathri to underprivileged kids via government partnerships in Haryana and Punjab.
Impact is not an afterthought; it is baked into the operating model.
The road ahead: From cult favorite to category king
India’s INR 225,000 crore snacking market still lacks a clear kid-led nutrition champion across chips, biscuits, and chocolates.
Over the next phase, the company will deepen category coverage, expand manufacturing partnerships, invest further in R&D, and scale its leadership team to support national ambitions to build a large putcome.
From Vihaan's innocent question to parents nationwide stocking tiffins with Troovy, this brand bridges what kids crave with what parents demand. It's not just business; it's helping reshape how India feeds its next generation.
We're thrilled to partner with Mansi, Aditya, and now, Sharrp Ventures, and Spring Marketing Capital, too, as they build the iconic healthy snacking brand Indian kids deserve.
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