Shilpa Shetty-backed WickedGud raises Rs 20 Cr

Shilpa Shetty-backed WickedGud, a direct-to-consumer (D2C) food products brand, has raised Rs 20 crore in its latest funding round from existing investors, including Orios Venture Partners, Asiana Fund, Shilpa Shetty, and others. The round also saw participation from Shajikumar Devakar, Ajay Mehta, Sonika Ravula, and Rahul Colaco.

The Mumbai-based startup had previously raised Rs 20 crore from the same investors in December last year and $250,000 in June 2023.

The proceeds will be deployed to expand its presence across modern trade, general trade, and digital platforms, strengthen supply chain and backend capabilities, and accelerate innovation in high-velocity categories such as cup noodles and Korean-style spicy noodles, WickedGud said in a press release.

Co-founded in 2021 by Bhuman Dani, WickedGud is a D2C startup focused on “unjunking” India, one kitchen at a time, with a range of healthy yet indulgent food products. Its offerings are made using wholesome ingredients and manufactured using innovative steaming and convection air drying (SCAD) technology.

According to WickedGud, it operates in the large and highly competitive instant noodles and pasta segment, where taste, accessibility, and price sensitivity are key drivers of scale. The company’s focus on improving everyday staples through a better-for-you lens has helped it appeal to a broad consumer base without positioning itself as a niche or premium-only brand.

The brand is currently available across leading online and quick-commerce platforms, including Amazon, Blinkit, Instamart, Zepto, BigBasket, and Flipkart. In addition to its digital presence, WickedGud has an offline footprint across more than 5,000 retail outlets nationwide, including over 1,500 Reliance Smart Bazaar stores and 50 DMart stores.

Recently, the company launched a Rs 20 value pack of Masala Noodles for general trade, aimed at improving affordability and driving higher volumes in price-sensitive markets. It is also expanding its Korean-style noodles portfolio with new flavours, including Korean Fiery 2x Spicy, Korean Chilli Cheese, and Korean Chilli Chicken.