Troovy, the brainchild of Mansi Baranwal (Chief Executive Officer) and Aditya Mukherjee (Chief Business Officer), dreams of an India where every parent knows their children are getting complete, clean nutrition every day to grow right and be set up for success.
Troovy’s Story
The realization of the nutritional deficit even among the top 10% of richest households in India hit home when Mansi and Aditya’s son turned three.
The issue is compounded by several factors, including our eating habits, degraded soil quality, and disrupted food supply chains. These elements collectively contribute to the challenge of achieving optimal nutrition and growth. Notably, there is a direct correlation between childhood nutrition and key indicators like height and IQ. For instance, second-generation Indians in the US are, on average, 10 cm taller than their parents, demonstrating the significant impact of improved nutrition.
Troovy aims to fulfill this latent need for comprehensive nutrition solutions. The brand began with India’s first nutrition-loaded and 100% chemical-free sauces. Their best seller remains their beloved Tomato Sauce, which has received tremendous love and support from parents for its incredible value and versatility.
Meet the Troovy Founders: Mansi Baranwal (Chief Executive Officer) and Aditya Mukherjee (Chief Business Officer)
Troovy was established in 2023 by Mansi Baranwal, Chief Executive Officer, and Aditya Mukherjee, Chief Business Officer. These two dynamic individuals, who were batchmates at IIM Bangalore, embarked on a mission to ensure complete and clean nutrition for children every day. Their journey began at Bain & Co., where they not only built successful careers but also a strong personal bond that eventually led to their marriage. This professional and personal partnership evolved into the business venture Troovy.
Recently, we got an opportunity to speak with Mansi Baranwal, CEO, Troovy about their journey into building Troovy & how Troovy is different from other nutritional based products & startups. Below is the excerpt from the interview:
What inspired you to start Troovy, and how did the idea come about?
The inspiration for Troovy came from a deeply personal experience. When our son turned three, we began introducing him to healthy foods. However, he didn’t immediately embrace them, which led us to explore the broader issue of children’s eating habits and the nutritional gaps in their diets. We realized that even in affluent households, children often suffer from nutritional deficiencies. This discovery sparked our mission to create Troovy—a brand focused on ensuring complete and clean nutrition for children every day.
What are the key innovations that set Troovy apart from other nutrition brands in India?
Troovy is unique because it combines four innovations that have never before been brought together in Indian nutrition products:
- 1. A diverse blend of vegetables and grains, creating a “rainbow” of nutrients.
- 2. Intensely packed nutrition to address gaps in children’s diets.
- 3. A commitment to zero artificial chemicals, even in our wet products.
- 4. A focus on taste, ensuring that our products are not only healthy but also delicious.
Can you explain the significance of your products being 100% chemical-free?
The significance lies in our commitment to health and safety. Many products on the market contain artificial chemicals that can have long-term health impacts, especially on children. By ensuring our products are 100% chemical-free, we’re providing parents with the peace of mind that their children are consuming safe, natural, and healthy foods every day.
How does Troovy’s Milk Mix stand out from other similar products on the market?
Troovy’s Milk Mix is India’s healthiest and tastiest blend designed specifically for growing children. It’s packed with 23 essential vitamins and minerals, made from premium plant proteins, and sweetened with jaggery instead of sugar. Unlike other brands, we avoid maltodextrin, which means our product has a low glycemic index, promoting stable blood sugar levels. It’s a comprehensive solution that not only supports growth and immunity but also tastes great, making it easier for parents to provide their children with the nutrition they need.
What challenges did you encounter when developing Troovy, and how did you overcome them?
One of the biggest challenges was ensuring that our products met the highest standards of nutrition without compromising on taste. Children can be picky eaters, so creating something that is both healthy and delicious was a complex task. We invested a lot of time in research and development, testing various combinations of ingredients to achieve the perfect balance. Additionally, maintaining our commitment to being 100% chemical-free required us to source the best natural ingredients, which added another layer of complexity.
How do you see Troovy impacting the broader issue of childhood nutrition in India?
We believe that Troovy can make a significant impact by providing parents with easy access to nutritious, clean, and tasty options for their children. Our goal is to raise awareness about the importance of complete nutrition and to help combat the alarming nutritional deficiencies seen even in affluent households. By offering products that are both healthy and appealing to children, we aim to make a real difference in their growth, development, and overall well-being.
What role did your professional experiences play in shaping Troovy’s mission and approach?
Our professional backgrounds played a crucial role in shaping Troovy. My experience in consumer products and my work with Tata Trusts and Akshaya Patra Foundation gave me deep insights into the nutritional challenges faced by children in India. Aditya’s experience in growth hacking at unicorn startups, especially in youth nutrition and supplements at Zomato, provided valuable perspectives on how to reach and engage with our target audience. Together, these experiences helped us build a brand that is both mission-driven and strategically sound.
What’s next for Troovy? Are there any new products or initiatives in the pipeline?
We’re continuously exploring new ways to improve and expand our product line to better serve the nutritional needs of children in India. While our current focus is on ensuring the success of our existing products, including the Milk Mix and our popular Tomato Sauce, we’re also working on developing new offerings that will further enhance children’s diets. Additionally, we plan to engage more with the community through educational initiatives that promote awareness about the importance of clean, complete nutrition.
Author: Team BTP
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