Journey Through India’s Snack Universe

With a vibrant mix of traditional flavors, modern twists, and a growing appetite for convenience, the chips and namkeen market has become one of the fastest-growing in the FMCG industry. Valued at over ₹43,800 crore, it’s a snack lover’s paradise. From the spicy crunch of bhujia and chakli to the crispy bite of potato chips, the market is a delightful blend of old-world charm and global flair. While international giants like PepsiCo (Lay's) have a strong presence, it’s the Indian brands that truly define the snack culture—offering a taste of home, tradition, and innovation all in one bite. Leading the pack are iconic names like Haldiram’s, Bikanervala, ITC, and Balaji Wafers, which have mastered the art of flavor, quality, and mass appeal.

In this article, we take a flavorful journey through the Indian brands shaping the chips and namkeen market, celebrating the innovation, heritage, and crunch that make snacking in India truly special.

INDIAN BRANDS’ CRUNCH

1. Haldiram’s – The Grandmaster of Indian Snacks

Haldiram’s is a legendary name in Indian food, with roots dating back to 1937 when Ganga Bhishen Agarwal started a small sweet and namkeen shop in Bikaner, Rajasthan. Today, it is a global FMCG giant, known for its authentic, high-quality, and diverse range of traditional snacks and sweets. From Bikaneri bhujia to kadhi pakora, Haldiram’s brings the taste of India to every corner of the world.

1. Bingo! – ITC’s Strategic Snack Play

Bingo!, the snack brand of ITC Limited, was launched in 2007 as a direct competitor to MNCs in the Indian chips and snack market. Known for its innovative shapes, bold flavors, and aggressive pricing, Bingo! has successfully captured a significant share of the market by leveraging ITC’s deep distribution network and brand credibility.

1. Balaji Wafers – The Regional Giant with National Ambitions

Balaji Wafers is a Gujarati powerhouse in the snack industry. Founded in 1974 by the Virani brothers, it started as a small canteen in Rajkot and grew into one of the largest potato chip and namkeen manufacturers in India. Known for its value-for-money offerings and strong regional presence, Balaji is a tough competitor for national brands in the Western and Central regions.

1. Bikaji – The Modernizer of Bikaneri Snacks

Bikaji Foods International Ltd., founded in 1987, has become one of the largest manufacturers of ethnic snacks and sweets in India. Specializing in Bikaneri bhujia and namkeen, the brand has modernized traditional production methods and expanded its reach nationally and internationally. It’s a proud legacy of the Agarwal family, descendants of the Haldiram’s founders.

1. Bikanerwala – From Street to Storefront

Bikanerwala is a renowned name in Indian sweets and snacks, with its roots in Bikaner, Rajasthan. Established in 1950, the brand expanded to Delhi and has since grown into a chain of traditional sweet shops and a packaged snack brand (Bikano). Known for its authentic taste and premium quality, Bikanerwala is a favorite among those who love handcrafted, traditional Indian snacks.

1. Too Yumm! – The Healthy Snack Revolution

Too Yumm! is a new-age snack brand that’s taking the Indian market by storm with its "guilt-free" approach to snacking. Launched in 2017 by Guiltfree Industries Ltd., a part of the RP-Sanjiv Goenka Group, it offers baked, low-fat, and healthy alternatives like Multigrain Chips and Karare. It’s a perfect choice for the health-conscious consumer who still wants to enjoy a good crunch.

1. CRAX – The Nostalgic Corn Puff Icon

CRAX, a beloved childhood favorite, has been delighting snack lovers since 1984. Known for its colorful, ring-shaped corn puffs, the brand has maintained its playful and nostalgic appeal for decades. It’s a staple in children’s snack boxes and mass-market shelves, offering classic, affordable, and fun flavors that never go out of style.

1. Yellow Diamond – The Rising Star of the Snack World

Yellow Diamond, the flagship brand of Prataap Snacks Limited, is a rising star in the Indian snack market. Launched in 2003, it offers a diverse range of potato chips and extruded snacks at attractive price points, making it a favorite in semi-urban and rural markets. With its aggressive expansion and varied portfolio, Yellow Diamond is quickly becoming a household name.

1. Cornitos – The Premium, Gourmet Snack Player

Cornitos, launched in 2009 by Greendot Health Foods Pvt. Ltd., is the premium snack brand that brought the Nacho Crisps category to India. Focused on gourmet, high-quality, and healthier snacking, it appeals to the urban, health-conscious consumer with its premium packaging and innovative flavor profiles.

FOREIGN BRANDS

1. Lay's – The Global Crunch, Made for Indian Tastes

Lay's, the world’s most recognizable potato chip brand, is owned by PepsiCo, a U.S.-based FMCG giant. It entered the Indian market in 1995 and quickly became a household name. Known for its crispy texture and flavors, Lay's has adopted to cater to local preferences.

1. Uncle Chips – A Homegrown Hero with Global Backing

Uncle Chips was one of the first major Indian potato chip brands. Launched in 1992 by Amrit Agro Ltd, it gained a strong following in North India before being acquired by PepsiCo’s Frito-Lay in 2000. The brand brought a sense of familiarity and flavor that resonated with Indian consumers.

1. Kurkure – The Desi Chip That Conquered the Snack Shelf

Kurkure was launched in 1999 by PepsiCo and is an extruded, spiced puffed corn snack to directly compete with traditional Indian namkeen. With its spicy, tangy, and crispy appeal, Kurkure became an instant hit, especially among the younger generation, and today it’s one of the most recognizable snack brands in the country.

1. Pringles – The Stackable, Crispy Trendsetter

Pringles, known for its distinctive shape and stackable design, is a brand under Kellanova (formerly Kellogg’s). It made its formal entry into India in 2014, positioning itself as a premium, modern alternative in the snack aisle. While it’s not as widely consumed as local favorites, it has carved a niche among urban and health-conscious consumers.

1. Act II – The Popcorn Pioneer

Act II is India’s leading brand of microwave and ready-to-eat popcorn, launched in 1999 by AgroTech Foods Limited, a subsidiary of Conagra Brands (U.S.). It played a crucial role in popularizing the popcorn category in India, offering a convenient, on-the-go snack option that fits perfectly with today’s fast-paced lifestyle.

1. Doritos – The Bold, Triangular Taste Revolution

Doritos, the flavored tortilla chip from PepsiCo, entered the Indian market in 2017, aiming to capture the premium and international snack segment. Known for its unique triangular shape and bold flavors like Nacho Cheese, it targets the youth demographic with its playful branding and international appeal.

1. Cheetos – The Cheesy, Puffy Snack Sensation

Cheetos, another PepsiCo brand, brings a distinctive cheese flavor and puffed corn texture to the Indian market. Launched as part of PepsiCo’s strategy to diversify its snack portfolio, it has gained a following among young consumers who love its fun, cheesy taste and recognizable mascot.