Oroos has officially declared that it has effectively secured ₹20 crores in a vital capital round. This was a capital infusion that was led by Fireside Ventures, which is among the leading early-stage consumer funds in India, and was greatly supported by the State Bank of India (SBI), as well as a few other strategic angel investors. The funding is the start of Oroos’s assertive plan to build an Indian confection brand that is focused on quality, affordability, and trust with the next billion Indians.

Fresh capital and strategic investment

With emerging incomes and aspirations starting to diffuse dynamically outside of the traditional metropolitan regions, the next generation of Fast-Moving Consumer Goods (FMCG) growth in this nation has been taken up by an emerging segment of consumers, commonly referred to as the Rising Bharat. In response to this considerable opportunity in the confectionery environment of India that has long been held under the control of multinational corporations and a disorganised system of uncoordinated regional actors, a new force, which is Oroos Confectionery Pvt. Ltd., has emerged.

The new capital of ₹20 crore is to be utilized in the two major strategic projects aimed at enhancing the rate of market penetration and operational capability of Oroos. The largest percentage will be used to put up a fully automated manufacturing plant in Greater Noida. This plant is planned to provide high-performance, quality consistency, and a center of vital product development.

The capital will play a pivotal role in the expansion of Oroos’s strong distribution network in Tier 2 and Tier 3 towns, since these areas are identified as the level where the demand for high-quality and affordable confectionery products is growing at the quickest pace. Its lead investor emphasized highly on the confidence in the execution-led vision and the differentiated approach of Oroos.

The investment round was strategically backed, in addition to the capital raised by Fireside Ventures and SBI. In Noida, the new plant of the company is significantly backed by the Startup Branch (CGTMSE) scheme of SBI, and supported by a formal MOU with Invest UP.

The list of strategic angel investors in the round includes a list of industry leaders, including Vikash Agarwalla (MD & Partner, BCG India), Sanjay Wali (COO, VST Industries), Praneet Gupta (Director, Leading Sovereign Wealth Fund), Porush Jain (Founder, Sportskeeda), and Chandan Deep (Seasoned VC Investor), among other participants around the world.

The CEO of Oroos Confectionery, Raje Suneet Jain, said, “Oroos was born out of a simple observation —  “the real Bharat” consumer seeks better quality, but not at metro prices. We want to bridge that gap by building a manufacturing-first brand that delivers premium quality and scale from within India. This is about creating a world-class confectionery company for India, in India.”

Quotation Source: APN NEWS  

Significant growth of Oroos

The entry and strategic investment of Oroos is timed with an era of tremendous growth that is projected in the Indian confectionery industry. In the India Confectionery Market Report 2025-2033, given by IMARC Group, the confectionery industry of the country is estimated at ₹379 billion in 2024. The report forecasts a robust growth with the estimation that the market will grow to ₹597 billion by the year 2033, which is a Compound Annual Growth Rate (CAGR) growth of 5.2%.

The basis of this forecasted growth is due to some of the major socio-economic trends, such as growth in urbanisation and disposable incomes of the populace, and an observable shift in consumer preference towards high-quality, health-conscious, and part-time confectionery products.

Although the analysis reveals that North India is presently boasting of a dominant presence with a huge market share of 32.8%, the subsequent frontier of growth is evidently set to emanate from the Tier 2 and Tier 3 segments. These markets are now experiencing a significant shift in consumption patterns, fuelled by the expansion of organised retail and better digital penetration, which stimulates consumers to abandon buying loose, unbranded sweets in favour of packaged and branded, quality products.

Conclusion

Oroos Confectionery has secured ₹20 crore of funds and is now set to implement its grand vision of being a category creator in affordable luxury. The approach of the company is a perfect combination of the austerities of manufacturing perfection, with its fully automated plant in Noida, and an innermost insight into the mass market of India and the aspirations of the consumer of Rising Bharat. The strategy of Oroos to fill the quality-price gap, through aggressive expansion into Tier 2 and Tier 3 markets, puts it in a vantage position to seize the sweet spot of the growing confectionery market in India and achieve its target goal to establish itself as a world-class, make-in-India company.