Noodles and pasta brand WickedGud has raised ₹20 crore in a fresh funding round, with existing investors returning to back the company’s next phase of growth. The follow-on round was led by Orios Venture Partners and Asiana Fund, with actor-investor Shilpa Shetty also participating, along with a group of new strategic angel investors.
The funding comes roughly a year after WickedGud closed its previous ₹20 crore round, suggesting continued investor confidence in the brand’s growth trajectory in India’s crowded packaged food space.
A celebrity investor stays the course
Shilpa Shetty’s continued association keeps the celebrity-entrepreneur angle firmly in focus for WickedGud. The brand has positioned itself around healthier and flavour-forward alternatives in everyday foods, an approach that has helped it stand out in the noodles and pasta segment.
Alongside Shetty, the round saw participation from angel investors Shajikumar Devakar, Ajay Mehta, Sonika Ravula and Rahul Colaco. Investors backing the follow-on round pointed to the company’s execution across channels and its ability to scale distribution while keeping product innovation active.
More stores, more screens, more speed
Founder and chief executive officer Bhuman Dani said the fresh capital will be used to deepen WickedGud’s omni-channel presence, spanning modern trade, general trade and digital platforms. The company also plans to strengthen its supply chain and backend operations while accelerating product launches in faster-moving categories.
Over the last 12 months, WickedGud says it has achieved nearly threefold revenue growth and is now present in more than 5,000 retail outlets across India. Its offline footprint includes over 1,500 Reliance Smart Bazaar stores and around 50 DMart outlets. On the digital side, the brand sells through Amazon, Blinkit, Instamart, Zepto, BigBasket and Flipkart.
Chasing flavour and value together
Product-wise, WickedGud has leaned into affordability alongside experimentation. The company recently introduced a ₹20 Masala Noodles value pack aimed at price-sensitive markets. At the same time, it has expanded its Korean-style noodles range with variants such as Korean Fiery 2x Spicy, Korean Chilli Cheese and Korean Chilli Chicken.
According to the company, cup noodles and Korean-style products now contribute over 42% of volumes and about 30% of overall value, pointing to strong traction among younger consumers. WickedGud also claims that six of its products currently rank among Amazon’s top 30 bestsellers in the Pasta & Noodles category.
Marketing investments have followed the same youth-focused strategy. The brand has rolled out a humour-led campaign featuring Shilpa Shetty to promote its Korean range, aimed squarely at Gen Z and millennial audiences.
Investor confidence and growing visibility
Rehan Yar Khan, managing partner at Orios Venture Partners, said WickedGud’s execution across channels and its pace of innovation were key reasons for reinvesting. He described the company as one of the more closely watched emerging FMCG brands in the country.
Adding to its visibility, WickedGud was recently named to the Forbes Asia 100 to Watch 2025 list. Bhuman Dani was also part of a pre-Budget startup delegation that met India’s finance minister, placing the brand in broader conversations around consumer startups and food innovation.
For now, WickedGud appears to be betting that flavour, pricing and distribution depth—backed by a familiar celebrity face—can help it hold attention in a competitive noodles aisle.
