In a major step towards scaling its operations and expanding its footprint in the Indian food market, WickedGud, a direct-to-consumer (D2C) food products brand backed by actress Shilpa Shetty, has successfully raised Rs 20 crore. The round was led by Orios Venture Partners and saw participation from Asiana Fund, along with several existing investors.
This investment is expected to fuel the brand’s next phase of growth, allowing WickedGud to enhance its product offerings, increase its marketing and branding efforts, and strengthen its distribution network across India. With the funds, WickedGud plans to expand its portfolio of healthy and indulgent food options while introducing exciting new flavors, including Korean-inspired varieties in its instant noodles and cup noodles range.
WickedGud: A New Age Food Brand Committed to Healthy Eating
WickedGud, co-founded in 2021 by Bhuman Dani, is redefining the way India looks at food with a unique twist. The Mumbai-based startup’s mission is to “unjunk” Indian kitchens by offering wholesome, nutritious alternatives to traditional snacks and ready-to-eat food products. The company’s products are made using only the finest ingredients, with a focus on health and indulgence.
WickedGud employs innovative Steaming and Convection Air Drying (SCAD) technology, which preserves the natural goodness of ingredients while creating a deliciously crispy and satisfying final product. The brand’s extensive portfolio includes a variety of snack items, instant noodles, and healthy food options that appeal to the modern, health-conscious consumer.
The company has quickly carved out a space for itself in India’s highly competitive snack market, gaining attention for its innovative products that cater to the growing demand for healthier, yet indulgent food choices.
Shilpa Shetty’s Backing: A Boost for the Brand
Shilpa Shetty, a renowned Bollywood actress and fitness enthusiast, has played a significant role in the success of WickedGud. As a brand ambassador and investor, Shetty’s involvement has given the company added credibility and exposure. Her passion for health and wellness aligns perfectly with the brand’s mission, and she has been an active promoter of WickedGud’s healthy snacks.
In a recent statement, Shetty expressed her excitement about the brand’s progress and its potential to make a meaningful impact on India’s food industry. “I believe in WickedGud’s vision of providing healthier options that don’t compromise on taste. With their innovative approach to food and commitment to quality, I’m confident the brand will continue to grow and reach new heights,” Shetty said.
A Strong Growth Trajectory
Since its inception in 2021, WickedGud has experienced remarkable growth, expanding its product line and reaching new customer segments. The company claims to have grown by 5x over the past 24 months, a testament to the increasing demand for its offerings. WickedGud operates on an omnichannel distribution network, ensuring that its products are available across multiple touchpoints, both online and offline.
Currently, the brand’s products are available on major quick commerce and e-commerce platforms, including Amazon, BigBasket, and Flipkart. Additionally, WickedGud is stocked in over 2,000 retail outlets across India, with a significant presence in Reliance SMART Bazaar, Signature, and Freshpik stores. This widespread availability is crucial in building brand awareness and ensuring that consumers have easy access to WickedGud’s products.
Scaling Operations with the New Funding
The Rs 20 crore raised in this latest funding round will be instrumental in scaling WickedGud’s operations. The company plans to allocate the funds towards three main areas:
1. Expanding Distribution Network
WickedGud is focusing on expanding its physical retail presence across India. With products already available in over 2,000 retail outlets, the company aims to increase its reach and ensure that more consumers across the country can easily find and purchase its products. The funding will help the brand penetrate new markets, especially in Tier 2 and Tier 3 cities, where demand for healthier food options is on the rise.
2. Strengthening Branding and Marketing
To build on its success, WickedGud will invest heavily in branding and marketing campaigns to increase brand visibility and educate consumers about the health benefits of its products. The company plans to leverage both traditional and digital channels, targeting a broad audience with campaigns that highlight the brand’s unique selling points—health, taste, and innovation.
3. Enhancing Product Development
As part of its growth strategy, WickedGud plans to enhance its existing product portfolio and introduce new and exciting flavors. The introduction of Korean-inspired instant noodles and cup noodles is one such initiative. These new flavors are expected to resonate with India’s growing interest in international cuisines, offering consumers a blend of healthy eating and indulgent flavors.
WickedGud’s Competitive Edge: Health Meets Indulgence
What sets WickedGud apart from other players in the food and snacks industry is its ability to merge health with indulgence. The brand targets the growing demand for snacks that are not only delicious but also good for you. Whether it’s through using nutritious ingredients or adopting innovative food processing techniques, WickedGud ensures that consumers can enjoy their favorite snacks without the guilt.
As the Indian food industry continues to evolve, there is an increasing shift towards healthier, more sustainable options. With the rise of health-conscious consumers and the growing demand for better-for-you food products, WickedGud is well-positioned to capture a significant share of the market. The company’s commitment to quality and innovation will continue to drive its success in the coming years.
Future Prospects and Market Outlook
Looking ahead, WickedGud’s prospects appear bright. The brand’s ability to create healthy food products that appeal to a broad range of consumers, coupled with its growing distribution network, places it in a strong position to lead the charge in India’s D2C food sector. As consumer preferences continue to shift towards healthier options, the demand for brands like WickedGud is expected to increase.
The Rs 20 crore funding will allow the brand to further cement its presence in the market, develop new products, and expand its reach to even more consumers. With strong backing from investors and a growing portfolio of innovative products, WickedGud is poised to become a dominant player in India’s rapidly expanding D2C food industry.
Conclusion: WickedGud is Set for Continued Success
With the new funding and a clear roadmap for expansion, WickedGud is on track to redefine the snack and food industry in India. By combining health, taste, and innovation, the brand has created a loyal customer base and positioned itself as a leader in the emerging healthy food market. With strong backing from investors like Orios Venture Partners, Asiana Fund, and Shilpa Shetty, WickedGud is well-equipped to accelerate its growth and continue its mission of “unjunking” Indian kitchens one snack at a time.
