The Shilpa Shetty-backed WickedGud, a direct-to-consumer (D2C) food products brand, has secured Rs. 20 crores led by Orios Venture Partners and saw participation from Asiana Fund and clutch of existing investors.

In June 2023, WickedGud secured an additional $250k in growth funding from GetVantage. WickedGud has previously been backed by Titan Capital, Mumbai Angels, NB Ventures, and other investors.

Spending on branding and marketing, and bolstering its core team are some of the things the proceeds will be used for. Improving the existing portfolio and adding Korean flavors to its instant and cup noodles range are some of the things it's aiming to do.

WickedGud, a D2C startup co-founded by Bhuman Dani in 2021, aims to unjunk India one kitchen at a time with a variety of nutritious and indulgent food items. Its products are manufactured using innovative steaming and convection air drying (SCAD) technology and are made using wholesome ingredients.

There are over 2,000 retail outlets across India, including over 400 Reliance SMART Bazaar, Signature, and Freshpik stores, and the Mumbai-based startup claims to have grown by 5x in the past 24 months. This operates through an omnichannel distribution network, with availability on all major quick commerce and e-commerce platforms.

A growing health-conscious population looking for nutritious snacks for their kids is fueling the demand for WickedGud goods. The brand aims to revolutionize the concept of convenience food by offering a healthier alternative to traditional pasta, instant noodles, cup noodles and chips. The brand is free of maida, palm oil and harmful chemicals.