How the success of Rs 5 packs has global funds chasing brands like Balaji, Haldiram's
- Prashant MukherjeeManu P Toms
- ET PrimeUpdated: Feb 18, 2026, 13:57 IST IST
Even as global capital is busy chasing India’s startup story, an unlikely winner has emerged – the consumer segment of potato chips and wafers. And understandably so.
For, the humble chips and wafers are among the fastest-growing consumer segments in the country. Step into any neighbourhood shop in any part of the country, and you will see a row of those brightly coloured packets, sitting pretty between the hanging sachets of shampoo and the jars full of toffees. They cost just INR 5-INR 10, enough for a quick bite after work or as a school snack.
For, the humble chips and wafers are among the fastest-growing consumer segments in the country. Step into any neighbourhood shop in any part of the country, and you will see a row of those brightly coloured packets, sitting pretty between the hanging sachets of shampoo and the jars full of toffees. They cost just INR 5-INR 10, enough for a quick bite after work or as a school snack.
