From Pao Bhaji Makhana To Chicken Chips: How India’s Snack Market Is Changing

India’s snacking habits are undergoing a major transformation, with food brands experimenting with unusual flavours, ingredients and formats to attract consumers. From pao bhaji-flavoured makhana and air-fried bhindi crisps to chicken chips and chocolate tiramisu pretzels, the country’s snack market is moving beyond traditional options.

Snacking, once largely associated with evening tea, has become a regular part of daily routines. Consumers now reach for packaged snacks during work breaks, commutes, entertainment sessions and late-night cravings. This shift has encouraged brands to introduce innovative products targeting younger consumers, particularly Gen Z.

Gurugram-based Atom Eats, founded by Jay Mota and Raveena Singh in 2023, experiments with international flavours through products such as brownie nachos, chocolate tiramisu pretzels and truffle-flavoured chips. Meanwhile, Om Sweets and Snacks has expanded beyond traditional Indian namkeens to offer tomato-flavoured banana chips, edamame and Thai sweet-chilli corn chips.

Meat-based snacks are another emerging category. Doki Foods, founded in 2022, introduced buffalo and chicken jerky before expanding into chicken chips with flavours such as Amritsari Achari and Tokyo Teriyaki. Its founders see growing interest in protein-rich snacks as an opportunity.

However, familiar Indian flavours continue to dominate consumer preferences. According to NielsenIQ’s Winning Flavours 2026 report, chaat masala, cream-and-onion and tomato remain popular, while Mexican salsa, peri peri and Thai sweet chilli are gaining attention.

Pricing and packaging play equally important roles. Brands increasingly offer smaller trial packs to encourage experimentation without requiring consumers to spend heavily.

Quick-commerce platforms, food festivals, cafes and airports have further expanded the market’s reach. As competition grows, snack manufacturers must balance innovation, affordability and familiar flavours to attract India’s evolving consumer base.

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