ENRICH India Capital Partners with Nova Nova to Transform Gen Z Snacking Trends in India

ENRISSION INDIA CAPITAL Invests in Gen Z-Focused Chocolate Brand Nova nova

New Delhi – October 31, 2025 – ENRISSION INDIA CAPITAL announced today a significant investment in Nova Nova, a rapidly growing direct-to-consumer (D2C) chocolate brand specifically targeting India’s Gen Z demographic. The funding, part of Nova Nova’s Pre-Series A round, signals a vote of confidence in the brand’s innovative approach to the nation’s evolving snack market.

Capitalizing on the Gen Z Snacking Trend

India boasts a massive gen Z population, exceeding 377 million people – representing nearly 40% of the country’s total population. This demographic is driving a significant shift in consumer preferences, demanding convenient, on-the-go snack options. Nova Nova is positioned at the forefront of this change, offering playful and shareable chocolate formats designed for daily enjoyment.

according to a recent report by Statista, the Indian confectionery market is projected to reach $7.34 billion by 2028, with a compound annual growth rate (CAGR) of 6.57% from 2023-2028. This growth is largely fueled by increasing disposable incomes and changing lifestyle patterns, especially among younger consumers.

Nova Nova’s Distinctive Approach

Founded by Harsh Gadia and nidhi Gadia, Nova Nova has quickly distinguished itself in the competitive Indian sweet-snacking sector.The company’s digital-first strategy centers on product innovation and compelling storytelling, fostering strong engagement with modern consumers. Their focus is on creating indulgent experiences tailored to today’s tastes.

Investment Highlights and Future Plans

Harsh Deodhar, Principal at ENRISSION INDIA CAPITAL, emphasized the firm’s excitement about partnering with Nova Nova. “Nova Nova embodies the desires of today’s young consumers: authenticity, creativity, and a genuine connection with the brands they choose. We are eager to support Harsh and nidhi in scaling their reach and solidifying their position as a leading new-age chocolate brand with global potential.”

harsh and Nidhi gadia, Co-founders of Nova Nova, shared their vision: “We identified a gap in the market between traditional treats and the needs of contemporary snacking habits. Our goal was to create a chocolate brand that resonates with the aspirations and lifestyles of today’s consumers. This partnership with ENRISSION INDIA CAPITAL will accelerate our ability to reach more customers, introduce innovative product formats, and bring moments of joy to their everyday lives.”

Key Fact	Details
Investment Round	Pre-Series A
Investor	ENRISSION INDIA CAPITAL
Target Demographic	Gen Z (aged approximately 10-25)
Company founders	Harsh gadia & Nidhi Gadia

ENRISSION INDIA CAPITAL is strategically focusing on supporting entrepreneurs who are reshaping consumer behavior through creative design and innovation. Nova Nova, they believe, exemplifies this ethos by redefining the Gen Z chocolate experience in India, making indulgence more frequent, enjoyable, and meaningful.

The Rise of D2C Brands in India

The direct-to-consumer (D2C) model is experiencing significant growth in India,with a report by Inc42 estimating the market to reach $100 billion by 2030. This expansion is driven by increasing internet penetration, smartphone adoption, and a growing preference for personalized shopping experiences. Brands like Nova Nova are capitalizing on this trend by building direct relationships with consumers,bypassing traditional retail channels.

What do you think about the rise of Gen Z-focused brands? How crucial is digital-first strategy in today’s market?

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How might ENRICH India Capital’s investment influence Nova Nova’s ability too scale production and distribution to meet increasing Gen Z demand?

The Rise of the Gen Z Snacker in India

India’s snacking market is undergoing a important transformation, driven largely by the preferences of Generation Z (born 1997-2012). This demographic, digitally native and highly influenced by global trends, is demanding more than just conventional namkeens and sweets. They seek convenience, healthier options, unique flavors, and experiences. This shift presents a massive opportunity for innovative food and beverage companies, and the recent partnership between ENRICH india Capital and Nova Nova is poised to capitalize on it. Understanding Gen Z food preferences is crucial for brands aiming to succeed in the Indian market.

ENRICH India & Nova Nova: A Strategic Alliance

ENRICH India Capital,a leading venture capital firm focused on the consumer sector in India,has strategically partnered with Nova nova,a rapidly growing snack food company known for its innovative and health-conscious offerings. This collaboration aims to accelerate Nova Nova’s growth and expand its reach across India, specifically targeting the evolving tastes of Gen Z consumers. The investment will fuel Nova Nova’s product advancement, marketing initiatives, and distribution network. This partnership highlights the growing investor interest in the Indian snack food industry and the potential for disruption within it.

Nova Nova’s Innovative Approach to Snacking

Nova Nova differentiates itself through several key strategies:

* Health-Conscious Formulations: Focusing on ingredients like millets, ancient grains, and natural sweeteners, Nova Nova caters to the growing demand for healthier snack options. This aligns with Gen Z’s increased awareness of health and wellness.

* Unique Flavor Profiles: Moving beyond traditional Indian flavors, Nova Nova experiments with international tastes and fusion combinations, appealing to Gen Z’s adventurous palates. Think Himalayan Pink Salt & black Pepper Popcorn or Peri-Peri Quinoa Puffs.

* Lasting Packaging: Utilizing eco-amiable and recyclable packaging materials resonates with Gen Z’s commitment to sustainability.

* Digital-Frist Marketing: nova Nova leverages social media platforms like Instagram and TikTok to engage with Gen Z, building brand awareness and fostering a community around its products. Digital marketing for food brands is essential in reaching this demographic.

Key Trends Driving Gen Z Snacking Habits

Several key trends are shaping Gen Z’s snacking behavior in India:

* Convenience is King: Busy lifestyles and on-the-go consumption patterns drive demand for portable and easy-to-eat snacks.

* Health & Wellness Focus: Gen Z is more conscious of the nutritional value of their food choices, seeking snacks with lower sugar, salt, and fat content.Healthy snacking options are gaining significant traction.

* Experiential Snacking: Snacking is no longer just about satisfying hunger; it’s about seeking new experiences and flavors.

* Social Media Influence: Social media platforms play a significant role in discovering new snack brands and influencing purchasing decisions. Food trends on social media are powerful drivers of demand.

* Demand for Local & Global Fusion: Gen Z appreciates both traditional Indian flavors and international cuisines, leading to a demand for innovative fusion snacks.

The Impact of the Partnership: Expected Outcomes

The ENRICH India-Nova Nova partnership is expected to yield several positive outcomes:

1. Expanded Product Portfolio: Increased investment in R&D will allow Nova Nova to develop new and innovative snack products tailored to Gen Z preferences.
2. Wider Distribution Network: ENRICH India’s network and expertise will help Nova Nova expand its reach beyond major metropolitan areas and into Tier 2 and Tier 3 cities.
3. Enhanced brand Awareness: Strategic marketing campaigns will increase brand visibility and build a stronger connection with Gen Z consumers.
4. increased Market Share: The partnership aims to position Nova Nova as a leading player in the rapidly growing Indian snack food market.
5. Boost to the Millet Industry: Nova Nova’s focus on millets will contribute to the promotion and consumption of these nutritious grains, supporting local farmers and promoting sustainable agriculture. Millet-based snacks are a growing segment.

case Study: Nova Nova’s quinoa Puff Success

Nova Nova’s Quinoa Puffs, available in flavors like Salt & vinegar and Cheese & Onion, have become a popular choice among Gen Z consumers. The product’s success can be attributed to its:

* Health Halo: Quinoa is perceived as a healthy and nutritious grain.

* Unique Texture: The light and airy texture of the puffs provides a satisfying snacking experience.

* Bold Flavors: The flavors appeal to Gen Z’s adventurous palates.

* Effective Social Media Marketing: Targeted Instagram and TikTok campaigns showcasing the product’s versatility and health benefits.

Future Outlook: The Indian Snacking Landscape

The Indian snacking market is projected to continue its rapid growth in the coming years, driven by factors such as rising disposable incomes, changing lifestyles, and the increasing influence of Gen Z. companies that