Snack Smart: Troovy’s Rise as the New-Age Nutrition Brand for Kids

Vasundhra Tewari

| 2025-07-14 | The Ascendants

In a world where unhealthy junk food is just a snack away, one brand is transforming the narrative around children’s packaged food in India. Troovy positions itself as a pioneer in the Indian market, offering chemical-free, nutrient-rich sauces, wholesome milk mixes, and high-protein pastas and snacks.

Founded in 2021 by two IIM‑Bangalore alums, Aditya Mukherjee and Mansi Baranwal, the brand is dedicated to delivering clean, nutrition-packed products specially crafted for children.

Brand’s Mission

Motivated by their own experience as parents struggling to find nutrition in the packaged food and snacks for their children, Baranwal and Mukherjee decided to create a food brand focused on health and clean ingredients.

With Baranwal’s experience in consumer goods and Mukherjee’s background in nutrition-led ventures, they crafted a variety of products, including preservative-free sauces, milk mixes, protein-rich pasta, and wholesome snacks, designed especially for growing children.

The Innovative Kids’ Food Range

After involving 100 parents, collaborating with 4 agencies, testing 40 recipe versions, conducting 7 tasting sessions, 10 nutritional evaluations, and 10 shelf-life tests over 14 months, Troovy has developed a range of products that reflect the care, effort, and research invested at every stage.

Troovy’s Product Offerings Include:

Tomato Ketchup: Made without artificial preservatives, refined sugar, or MSG; sweetened naturally with jaggery for the kids of growing age
Milk Mixes: Fortified with plant-based protein, iron, and 23 essential vitamins and minerals; developed with guidance from pediatricians and nutritionists
Protein Pasta, Munchies & Chips: Made from nutritious grains like jowar, besan, and vegetables; crafted to deliver both taste and balanced nutrition
Clean Cooking Sauces: Prepared using jaggery and free from artificial chemicals; appreciated by customers for being both healthy and flavourful

Brand’s Key Takeaways

Chemical-Free Formulation: Troovy is committed to clean-label nutrition. Every product is made without artificial preservatives, synthetic colors, or refined sugar
Safe for Regular Consumption: The brand relies on natural ingredients like jaggery, dried vegetables, etc., to maintain both taste and health, making their offerings safe for regular consumption by children
Rich in Nutrients: The brand places a strong focus on wholesome ingredients. They use plant-based proteins, iron, essential vitamins, and minerals.
To Deliver Balanced Nutrition: Troovy ensures that each product delivers balanced nutrition. These choices are thoughtfully made to support children’s growth and development while also appealing to their taste preferences.
Strict Safety and Quality Standards: The brand maintains high standards of quality and safety across its manufacturing process. The products are produced in facilities that meet BRC and USFDA compliance norms.

Market Traction & Growth

The brand has seen strong early momentum, supported by ₹10.5 crore in seed funding and an additional ₹20 crore in pre-Series A funding, led by Fireside Ventures.

To reach a wider audience, Troovy is currently selling its products through its website and on Amazon, with plans underway to expand into quick-commerce platforms such as Blinkit and Zepto.

With growing consumer demand and a solid retail strategy, the company is aiming to achieve ₹30 crore in annual recurring revenue (ARR) by FY25.

Troovy combines deep nutritional insight, consumer-driven R&D, and strong funding to tackle India’s childhood malnutrition. By offering healthy, tasty, and accessible options, it’s not just a food brand; it’s a movement toward a healthier next generation.