Rise of Millet-Based Snacks: Troo Good Secures $9 Million in Funding

What if your favorite snacks were not only delicious but also packed with the goodness of ancient grains? Could a traditional Indian ingredient like millet be the key to a healthier snacking revolution?

The answer to both these questions might just be a resounding "yes"! Troo Good, a Hyderabad-based snack brand specializing in millet-based goodies, has just secured a significant $9 million (INR 75 crore) in funding. This investment, led by Puro Wellness with participation from existing investors Oaks Asset Management and V Ocean Investments, signals a growing appetite for healthier snacking alternatives.

Troo Good's Millet Mission

Founded in 2018 by Raju Bhupati, Troo Good has been on a mission to bring the nutritional power of millets to the forefront of the snacking industry. Their range of products includes chikkis, protein bars, and nutri bars, all made with millets as the star ingredient.

This latest funding round will enable Troo Good to:

• Scale its infrastructure: Increased production capacity to meet growing demand.
• Expand its distribution network: Making its products available to more consumers across India.
• Focus on product development: Creating innovative and exciting new millet-based snacks.

Troo Good has consistently demonstrated its ability to not only survive but thrive in the highly competitive Indian FMCG market. The company has achieved profitability while recording year-on-year revenue growth, a testament to its strong business model and the leadership of its founder.

Riding the Healthy Snacking Wave

Troo Good is not alone in its pursuit of healthier snacking options. The Indian market has witnessed a surge in interest in nutrition and wellness, with investors showing keen interest in brands catering to this demand. Recent acquisitions and funding rounds in the sector highlight this trend:

• Pluckk's Acquisition of Upnourish: Strengthening its position in the nutrition market.
• The Health Factory's Seed Funding: Fueling the growth of a D2C bread brand focused on healthy ingredients.
• Slurrp Farm's Funding Success: Catering to the growing demand for children's healthy snacks.

A Promising Future for D2C and Healthy Foods

With the Indian D2C market projected to reach $100 billion by 2025 and the food and beverage industry expected to grow to $691.47 billion by 2030, Troo Good is well-positioned to capitalize on this burgeoning market. By combining the nutritional benefits of millets with delicious flavors and convenient formats, Troo Good is poised to become a leader in the healthy snacking revolution.

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