Troo Good: Revolutionizing India's millet snack market with affordable nutrition

In a country where nutrition and affordability often seem at odds with each other, Troo Good has emerged as a trailblazer, challenging this notion and making nutritious snacks accessible to people from every economic and social background. Established in 2018, Troo Good quickly rose to become India's largest millet-snacking brand, providing a wide range of nutritious food products at affordable prices.

The Troo Good journey

Troo Good's journey began with a vision to offer tasty and nutritious snacks that wouldn't burn a hole in consumers' pockets. The flagship product, millet chikki, was introduced at an impressive price range of Rs 5 to 10, making it a viable option for people across all sections of society. The brand's commitment to taste, affordability, and nutrition became its three guiding principles.

Founder and chief executive officer Raju Bhupathi, Troo Good shared his perspective, "The need for nutrition is a necessity across the board - from children to young adults and beyond. As such, we cater to a very wide spectrum of audiences across economic backgrounds and age groups."

A recipe for success

What sets Troo Good apart in India's millet snack market is its unwavering focus on delivering products that meet the highest quality standards while remaining affordable for the masses. The company's commitment to research and development plays a crucial role in achieving this goal.

Bhupathi emphasized, "We make significant investments in research and development, aiming to identify and produce the best-tasting ingredients, combinations, and recipes to cater to the constant need gap."

Troo Good's team of around 10 food and nutrition scientists work diligently to formulate products that not only taste great but also deliver essential nutrients. In-depth market research, including product market gap analysis and customer panel insights, guides the strategic launch of their products.

A rising star in the industry

Troo Good's dedication to providing affordable nutrition hasn't gone unnoticed. The company has received recognition from esteemed institutions such as the Ministry of Agriculture and Farmers Welfare, ICAR, and IIMR. This recognition speaks volumes about the brand's commitment to making a positive impact on society, local farmers, labor resources, and suppliers.

"We take pride in being recognized by such reputed institutions for all the efforts we have put into not only making tasty and affordable products but also giving back to our farmers, local labor resources, and suppliers," Bhupathi expressed.

The road ahead: Growth and Expansion

To fuel its growth and expansion plans, Troo Good has successfully raised US$ 8.5 million in funding from OAKS Asset Management and Sashi Reddi and his family office. The company is gearing up for the next funding round to develop and launch innovative millet snacks at different pocket-friendly price points and to initiate a nationwide brand launch with extensive advertising efforts. 

Troo Good aims to reach a larger customer base through strategic partnerships with leading eCommerce and quick commerce platforms and plans to expand its retail presence across various geographies. Bhupathi added, “Troo Good’s current manufacturing facilities are present in 5 locations employing a workforce of approximately 250 to 300 individuals, spanning three states. They are present in Hyderabad in Telangana, Rajahmundry in Andhra Pradesh, and Awari, Bijapur, and the fifth manufacturing facility in the country at Durg in Chhattisgarh, the latter of which opened recently." 

Expanding the product portfolio

At present, Troo Good boasts an impressive product portfolio with around 28 SKUs. However, they have no intention of resting on their laurels. Bhupathi revealed, "We will also be launching new products such as millet noodles, millet cookies, millet rusks, nutrition bars, and protein bars."

Troo Good's rise to becoming India's largest millet-snacking brand is a testament to the power of vision, dedication, and a deep understanding of consumers' needs. By providing tasty and nutritious snacks at affordable prices, Troo Good has managed to bridge the gap between nutrition and affordability, making a positive impact on the lives of millions across the country. With its continued focus on research, innovation, and strategic expansion plans, Troo Good is set to leave an indelible mark on the Indian snack market for years to come.