Prataap Snacks rides the desi gravy train, expands distribution network

Among the top 10 fastest growing consumer brands in the country, Yellow Diamond leverages the growing preference for local flavours in the snacks market

The Indian market for snacks is expanding and turning itself inside out to keep in step with an expanding set of consumers, who are not only eating healthy and munching local, but are also increasingly choosing branded over unbranded fare.

Leveraging the trend is Indore-headquartered Prataap Snacks that has in the past eight years transformed itself from a single-product company to one with multiple branded savouries in its portfolio. The company has moved quickly to position its Yellow Diamond brand as a home grown challenger to rivals such as PepsiCo (Frito-Lay) and Parle and as a nimble, young competitor