WickedGud, a Shilpa Shetty-backed direct-to-consumer (D2C) food products company, has secured Rs 20 crore in a round headed by Orios Venture Partners, with Asiana Fund and a number of current investors participating.

WickedGud previously received $250,000 in further growth investment from GetVantage in June 2023. WickedGud had previously been supported by Titan Capital, Mumbai Angels, and NB Ventures.

The revenues will be used to expand its distribution network, increase spending on branding and marketing, and enhance its core personnel. It also intends to increase its product development efforts, improving the existing portfolio and introducing Korean tastes to its instant and cup noodles. 

WickedGud, co-founded in 2021 by Bhuman Dani, Monish Debnath, and Soumalya Biswas, is a direct-to-consumer firm dedicated to unjunking India one kitchen at a time with a mix of nutritious and delicious culinary products. Its goods are prepared using high-quality ingredients and revolutionary steaming and convection air drying (SCAD) technology.

The Mumbai-based startup claims to have grown fivefold in the last 24 months and operates through an omnichannel distribution network, with products available on all major quick commerce and e-commerce platforms as well as over 2,000 retail outlets across India, including over 400 Reliance SMART Bazaar, Signature, and Freshpik stores.