Why Are Indian Snack Brands Experimenting With Makhana, Chicken Chips And Tiramisu Pretzels?

India’s packaged snack industry is moving beyond conventional chips and namkeens, with brands introducing unconventional combinations, alternative ingredients and international flavours to appeal to changing consumer tastes.

Pao bhaji-flavoured makhana, air-fried bhindi crisps, chicken chips and chocolate tiramisu pretzels reflect the growing variety of products entering the market.

Snacking is no longer limited to evening tea. Packaged food has become a regular choice during office breaks, daily commutes, entertainment and late-night cravings.

Brands are responding to this shift with products aimed particularly at younger consumers, including Gen Z.

Gurugram-based Atom Eats, founded by Jay Mota and Raveena Singh in 2023, has introduced offerings such as brownie nachos, chocolate tiramisu pretzels and truffle-flavoured chips.

Om Sweets and Snacks has expanded its range beyond traditional namkeens with tomato-flavoured banana chips, edamame and Thai sweet-chilli corn chips.

Protein-rich alternatives are gaining attention as well.

Doki Foods, established in 2022, began with buffalo and chicken jerky before launching chicken chips in flavours such as Amritsari Achari and Tokyo Teriyaki.

Despite these experiments, familiar Indian tastes remain important.

NielsenIQ’s Winning Flavours 2026 report identifies chaat masala, cream-and-onion and tomato among popular choices, while Mexican salsa, peri peri and Thai sweet chilli are attracting interest.

Affordable pricing and smaller trial packs are helping consumers explore unfamiliar products without committing to larger purchases.

Quick-commerce platforms, food festivals, cafes and airports are further increasing product visibility.

As competition intensifies, snack manufacturers face the challenge of combining novelty with affordability and flavours that resonate with Indian consumers.

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