WickedGud, the Mumbai-based startup known for its healthier alternatives to traditional snack foods, has raised Rs 20 crore in a fresh funding round. This round was led by Orios Venture Partners, with participation from Asiana Fund and existing investors, including Bollywood actress Shilpa Shetty. The investment follows a series of successful fundraising rounds, including one almost a year ago when the company raised Rs 6 crore from a range of angel investors, including Titan Capital, Venture Catalyst, and Hyderabad Angels.
Founded in 2021 by Bhuman Dani, WickedGud aims to reshape the snack food industry in India by offering healthier, indulgent alternatives to the country’s traditional junk food. The brand has found a sweet spot in the rapidly growing market of health-conscious consumers, particularly targeting the Gen Z and Gen X demographics, who are increasingly prioritizing nutrition without compromising on taste. With this fresh infusion of capital, WickedGud plans to expand its retail presence, bolster its marketing efforts, and strengthen its team to meet the growing demand for its products.
WickedGud’s Mission: “Unjunk India”
WickedGud’s tagline, “Unjunk India,” encapsulates the brand’s overarching mission. The startup is committed to providing delicious yet nutritious snack options that cater to the evolving tastes and health concerns of modern Indian consumers. Offering a range of products such as instant noodles, pasta, and chips, WickedGud utilizes a unique innovation called Steaming and Convection Air Drying (SCAD) technology. This method ensures that the products are crisp and flavorful, without the use of deep frying or unhealthy additives commonly found in traditional snack foods.
The brand’s philosophy is rooted in making indulgent snacking choices more aligned with contemporary nutritional needs. WickedGud has captured the attention of a health-conscious audience that seeks convenience and nutrition, particularly among young, urban professionals and millennials who are looking for snacks that fit into their busy lifestyles without compromising their wellness goals.
The company’s focus on healthier alternatives to traditional snacks has garnered significant interest from investors, retailers, and consumers alike. In fact, it was this innovative approach that helped WickedGud stand out during its Shark Tank India debut, where it caught the eye of investors and made a significant impact in the Indian startup ecosystem.
Capitalizing on the Growing Demand for Healthier Snacks
The latest funding round, which raised Rs 20 crore, will be instrumental in expanding WickedGud’s market reach. As part of its plans, the company intends to use the capital to broaden its distribution network, enhance branding efforts, and strengthen its team to support the growing demand.
WickedGud already has a substantial retail footprint, with its products available in over 2,000 outlets across India. These outlets range from large retail chains to modern quick-commerce platforms. The brand’s products are now available in stores like DMart, Zepto, Blinkit, and Instamart — platforms that cater to the rising trend of rapid, on-demand shopping, especially among urban consumers. This presence in high-growth retail channels positions WickedGud to tap into the massive potential of India’s snack food market.
One of the key reasons for WickedGud’s success is its ability to tap into changing consumer preferences. Traditional snack categories, like instant noodles, chips, and ready-to-eat meals, are a staple in many Indian households. However, the demand for healthier alternatives is growing, driven by increasing awareness about the detrimental effects of unhealthy eating and the rising preference for functional foods. The global shift towards plant-based eating, combined with a heightened interest in low-calorie, high-protein, and nutrient-dense foods, has given brands like WickedGud a unique opportunity to cater to a previously underserved segment of the market.
WickedGud’s Strategic Expansion Plans
The funding will also help WickedGud amplify its branding efforts. With the increasing competition in the healthy snacks space, having a strong, recognizable brand is crucial for customer loyalty and retention. Over the next few years, WickedGud plans to position itself as a leader in India’s better-for-you snack market, leveraging both online and offline channels to increase brand visibility.
Bhuman Dani, the founder of WickedGud, has been vocal about the company’s growth trajectory and is optimistic about the future. “We’ve seen phenomenal growth in the past six months, especially in Reliance Retail stores and quick-commerce platforms. Our products are resonating deeply with consumers, and we are excited to expand our presence further. We are also introducing new flavors, including Korean-inspired variants for our instant noodles and cup noodles, which tap into the growing trend of global culinary influences in India,” he shared.
The company is also capitalizing on the rising demand for international flavors. By introducing Korean flavors to its noodle and pasta lines, WickedGud aims to capture the attention of Indian consumers who are increasingly drawn to global food trends, particularly those popularized by platforms like YouTube and social media. These innovations allow the brand to stay ahead of the curve and introduce exciting new products that continue to challenge the status quo of traditional Indian snacks.
WickedGud’s Competitive Advantage in the Instant Noodles Market
India’s instant noodles market is one of the largest in the world, valued at an estimated Rs 15,000 crore in 2023. The market is projected to grow even further, reaching Rs 30,000 crore by 2028, as consumer habits shift towards convenience foods. While traditional instant noodles dominate the space, there is a growing shift towards healthier alternatives. WickedGud is well-positioned to capitalize on this shift by offering a nutritious, tasty option in a category that is typically associated with unhealthy, high-calorie snacks.
WickedGud’s focus on technology and innovation is another key differentiator. Its SCAD (Steaming and Convection Air Drying) technology sets it apart from competitors, ensuring that its products are lower in fat and calories while retaining flavor and texture. This commitment to using cutting-edge food technology to create better products aligns with the changing demands of today’s health-conscious consumers.
The company’s founders, including Dani, who has prior entrepreneurial experience, bring deep expertise and vision to the table. Their understanding of consumer behavior, combined with a keen eye for food innovation, has been pivotal in WickedGud’s early success. Investors are equally bullish about the brand’s future, with Rehan Yar Khan, Managing Partner at Orios Venture Partners, remarking, “We’ve been tracking WickedGud since its inception and have watched them grow. We believe they are at an inflection point. The response from major retailers has been very promising, and we are excited to work with Bhuman and his team to build India’s leading noodle and healthy quick-food company.”
A Healthy Future for India’s Snack Market
With increasing health awareness among Indian consumers and the growing demand for functional, better-for-you foods, the future looks bright for WickedGud. The startup’s innovative approach to snack foods and its focus on taste, nutrition, and convenience position it well for continued success in the rapidly evolving food market.
As the brand expands its reach, introduces new flavors, and strengthens its retail partnerships, it will continue to play a crucial role in shaping India’s snack food landscape. By offering healthier alternatives to beloved snack categories, WickedGud is helping to “unjunk” India — one healthier snack at a time.
For now, the brand’s success serves as a beacon of hope for the evolving food and beverage industry in India, which is rapidly embracing change in both consumer preferences and business models. As the demand for healthier, more sustainable food options rises, companies like WickedGud are leading the charge in redefining what India eats — with innovation, nutrition, and flavor at the forefront.
Conclusion
WickedGud’s recent Rs 20 crore funding round is a significant milestone in the brand’s journey to becoming India’s leading healthy snack company. With its innovative products, strong retail presence, and clear mission to make indulgent snacking healthier, the startup is poised for continued success. As the demand for better-for-you food options grows, WickedGud’s role in reshaping India’s snack food industry will undoubtedly expand, leading the way toward a healthier, tastier future for Indian consumers.
