India’s snacking journey began as an occasional indulgence and gradually became part of everyday life. In the early years, snacks were basic, mostly fried, and bought from local kirana shops or made at home.
Vikram Agarwal, MD, Cornitos
The snacking industry in India has always been tied to culture and community. In its earliest form, snacking was about tradition and convenience. Homemade recipes, street-side vendors, and local specialties shaped what people consumed between meals. The purpose was simple; to satisfy hunger, offer comfort through familiar flavours, and bring people together. It was not about branding but about habit, with trust built on local familiarity rather than visibility. Over time, as lifestyles changed, this informal sector laid the foundation for a more structured, branded industry.
India’s snacking journey began as an occasional indulgence and gradually became part of everyday life. In the early years, snacks were basic, mostly fried, and bought from local kirana shops or made at home. Packaging was plain and functional, and distribution was limited. Reaching customers was a challenge as marketing relied on word of mouth, wall paintings, or small print ads. Without digital media, growth was slow, often confined to regions. Snacks were consumed mainly as family treats or during gatherings, with indulgence as the main driver and little focus on variety or nutrition.
As the market developed, snacking started to evolve. Brands began experimenting with flavours, formats, and packaging, while modern trade outlets widened availability. Television advertising gave visibility at a national scale and introduced the idea of aspirational snacking. Yet the approach remained one-sided, with consumers having few channels to voice opinions. Snacking was still occasional, but innovation was taking root, slowly shaping a more dynamic industry.
The present, however, looks entirely different. Post-pandemic, digital platforms and especially quick commerce have redefined accessibility. What once took a shop visit can now be delivered within minutes. Q-commerce is more than convenience, it reflects a shift in consumer behaviour where immediacy is expected and celebrated. Consumers now not only buy differently but also engage directly with brands through reviews, social media, and influencer-driven content. Marketing has moved away from broad, mass messages to authentic storytelling and community-focused campaigns. Snacking itself has shifted from mass appeal to micro-targeting, with portion-controlled packs and health-driven innovations becoming everyday choices.
Small packs allow mindful eating, while re-sealable options support portion control. Combo and family packs have gained equal traction by offering variety and convenience, making them ideal for sharing or travel. Alongside traditional options, new formats such as seed mixes, flavoured nuts, and global-inspired nachos show how the snacking landscape has widened, catering to both indulgence and conscious eating. Nutritional value, superfoods, and transparency in labelling are increasingly influencing consumer choices.
Behind the scenes, manufacturing and distribution have also advanced. Flexible manufacturing units now allow multiple product lines to run simultaneously, offering greater variety and faster innovation. Demand planning considers weekday versus weekend snacking or even late-night consumption trends. Distribution is more precise—metros experiment with bold flavours while smaller towns lean toward familiar tastes and value packs. Digital access and q-commerce together have shortened the distance between brands and consumers, creating an instant feedback loop that drives quicker product improvements and launches.
Looking ahead, the industry is expected to build further on these changes. The future will focus on balancing indulgent favourites with healthier alternatives that fit into diverse lifestyles. Each channel with general trade, modern retail, e-commerce, and q-commerce will require its own tailored approach, as consumer expectations differ. At the same time, sustainability in packaging, innovation in formats, and clarity in communication will become more important.
The Indian snacking industry has always thrived on variety, but today the difference lies in intent. Snacks are no longer just to fill time; they are part of routines, health goals, and personal choices. Brands that can blend taste with trust and combine innovation with accessibility will lead the next era. From being a local indulgence with limited reach to becoming a digitally powered, lifestyle-driven, and health-conscious category, snacking in India has truly entered a new chapter.
Empower your business. Get practical tips, market insights, and growth strategies delivered to your inbox
By continuing you agree to our Privacy Policy & Terms & Conditions
