Offline Is Just 6% of Troovy’s Revenue. Its Next ₹100 Cr Is Going After the Shelf

Troovy has built most of its business through ecommerce and quick commerce. Its next phase will look much more physical. The better-for-you snacking brand has raised ₹100 crore in Series B funding to expand manufacturing, develop new products and build a larger offline distribution network.

The round was led by existing investor Fireside Ventures, with participation from Sharrp Ventures. It follows Troovy’s $5 million Series A in January 2026. Fireside says the company grew fivefold in the eight months following that investment, prompting it to double down.

Troovy currently sells chips, puffs, sauces, spreads, millet-based pasta, cookies and milk mixes. Chips and puffs account for roughly 60–70% of sales, but the company is preparing a wider push into categories including namkeen, biscuits and cookies beginning January 2027. Fresh capital will also go into R&D and manufacturing capacity to support that larger product pipeline.

Distribution may be the bigger shift. Marketplaces and quick commerce currently contribute about half of Troovy’s sales, while its own website generates roughly 30%. Offline retail, which the company recently entered in Delhi-NCR, accounts for only around 6% of revenue. Troovy now plans to build out physical distribution across Delhi-NCR, Rajasthan and Uttar Pradesh, with additional presence in Punjab and Haryana.

The expansion comes as packaged-food labelling faces greater scrutiny. Troovy was earlier questioned by FSSAI over using the word “Healthy” in product names including some of its chips. Cofounder Mansi Baranwal has said tighter enforcement can benefit brands investing in formulation, ingredient transparency and laboratory testing, while acknowledging that compliance creates additional costs for smaller companies.

Troovy’s next challenge is therefore broader than launching more snacks. It has to prove that a brand built digitally can earn repeat space on physical shelves — while keeping product formulation and manufacturing disciplined as the catalogue expands.