Kids’ nutrition brand Troovy is currently in the spotlight for two major reasons. The company is reportedly in talks to raise between ₹150 crore and ₹200 crore in a new funding round led by the Abu Dhabi Investment Authority (ADIA). At the same time, it is facing questions from the Food Safety and Standards Authority of India (FSSAI) over some of its product labeling claims.
The developments come at an important stage for the startup, which has quickly built a name for itself in India’s growing healthy snacks market for children. While investors are showing strong confidence in the company, regulatory attention has also increased as authorities look closely at food marketing claims.
How Troovy Built a Brand Around Healthy Kids’ Snacks
Troovy was founded in 2021 by Mansi Baranwal and Aditya Mukherjee, both IIM Bangalore graduates. The idea came from their own struggle to find nutritious and preservative-free packaged food for their son.
The company started with a chemical-free ketchup and later expanded into several food categories aimed at children. Its product range now includes protein chips, puffs, instant pasta, vermicelli, millet-based milk mixes, sauces, and spreads.
Troovy promotes itself as a clean-label food brand. The company says its products do not contain maida, refined sugar, palm oil, artificial additives, or chemical preservatives. Instead, it uses ingredients such as millets, lentils, green peas, and makhana to improve nutritional value.
The brand has gained popularity among parents who want healthier snack options for their children. Troovy also focuses heavily on taste, testing products with children to ensure they enjoy eating them.
ADIA’s Interest Highlights Growing Investor Confidence
Troovy has attracted investors at a rapid pace despite being a relatively young company.
After raising seed funding in 2023, the startup secured ₹20 crore in a pre-Series A round in 2025 from investors including Fireside Ventures, Sharrp Ventures, Spring Marketing Capital, and Veltis Capital.
In January 2026, the company raised another $5 million in a Series A round led by Fireside Ventures and Sharrp Ventures. The funds were intended to support expansion, new product development, and wider distribution.
Now, Troovy is reportedly close to securing an even bigger investment. According to reports, ADIA is leading discussions for a new funding round worth up to ₹200 crore.
The potential investment has attracted attention because ADIA usually backs much larger and more established consumer brands. The sovereign wealth fund has previously invested in well-known companies such as Lenskart, Nykaa, FirstCry, and Purplle.
For a startup of Troovy’s size, attracting interest from such a large investor is seen as a strong vote of confidence in its future potential and the growing demand for healthier food products in India.
The company reported revenue of ₹6.05 crore in FY25 while posting losses of around ₹10 crore. Despite these numbers, the founders have set an ambitious target of reaching ₹100 crore in revenue in the coming years.
A major part of this growth plan involves quick-commerce platforms such as Blinkit, Zepto, and Swiggy Instamart. These platforms have become important sales channels for food brands as more consumers choose to order groceries and snacks online for instant delivery.
FSSAI Raises Concerns Over “Healthy” Product Claims
While Troovy is working on its next funding round, it is also dealing with regulatory challenges.
In June 2026, FSSAI issued notices to several food companies regarding labeling and marketing practices that could potentially mislead consumers. Troovy was one of the brands included in the review.
The regulator reportedly objected to product names such as “Healthy Mix Veggie Chips,” “Healthy Ragi Chips,” and “Healthy Moong Dal Chips.” According to FSSAI, using the word “Healthy” could be misleading because the products contain multiple ingredients and may not meet the standards required for such claims.
The action is part of a wider effort by the regulator to ensure that food companies follow proper labeling rules and provide clear information to consumers.
Troovy was not the only company affected. Several other food brands were also asked to review their claims and packaging to ensure compliance with food safety regulations.
For Troovy, the issue is particularly important because its brand identity is built around healthier food choices for children. Any changes required by the regulator could lead to adjustments in product labeling and marketing communication.
Despite the regulatory concerns, the company continues to attract investor interest and expand its presence in the market. With a major funding round on the horizon and increasing demand for healthier snacks, Troovy is entering a crucial phase in its growth journey. How it handles both expansion and regulatory compliance will likely shape its future in India’s competitive food industry.