Brand Aims to Boost Distribution, Marketing, and Product Range with New Investment
WickedGud, a direct-to-consumer (D2C) food startup co-founded by Bhuman Dani, Monish Debnath, and Soumalya Biswas, has raised Rs 20 crore in its latest funding round. The investment was led by Orios Venture Partners, with participation from Asiana Fund and several other existing investors. This follows a strong track record of prior investments, including a $250,000 funding round in June 2023 led by GetVantage.
The funds will be put to work expanding WickedGud’s distribution channels, ramping up branding efforts, and fortifying its core team. Additionally, the brand plans to increase its product range, including the introduction of Korean flavors in its popular instant noodles and cup noodles offerings.
WickedGud’s Commitment to Healthy, Delicious Food
Since its inception in 2021, WickedGud has set out to redefine the food space in India with its mission of “unjunking” the kitchen. The company focuses on providing both healthy and indulgent food options, made with wholesome ingredients. What sets WickedGud apart is its use of SCAD (Steaming and Convection Air Drying) technology, which ensures that the food remains nutritious without compromising on taste.
This emphasis on healthier alternatives has resonated with consumers, particularly in a market where there is a growing demand for clean, nutritious food. WickedGud’s products cater to a variety of tastes and preferences, making it a unique player in India’s competitive food space.
Expanding Its Footprint: Omnichannel Distribution and Retail Growth
In just 24 months, WickedGud has achieved impressive growth, claiming to have expanded fivefold since its early days. The company operates through a robust omnichannel distribution network that spans across e-commerce platforms, quick commerce services, and over 2,000 retail outlets nationwide.
This growth is made possible through partnerships with major retail chains, including over 400 Reliance SMART Bazaar, Signature, and Freshpik stores. The company’s focus on building a wide-reaching distribution network has been a key driver of its success, enabling it to reach customers across India, from urban centers to smaller towns.
WickedGud’s Plans for Product Development
The new investment will also help WickedGud expand its product development efforts. The company is looking to enhance its existing range of products while introducing exciting new options. A key part of its strategy is the inclusion of Korean flavors in its noodle products. The move is expected to tap into India’s growing appetite for international cuisine and innovative food experiences.
By focusing on new flavors and continuously evolving its product line, WickedGud aims to remain at the forefront of the Indian food industry’s shift toward healthier, more indulgent options.
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