Lord of the rings, Amit Kumat’s Rs 850cr Prataap Snacks of Indore eyes gold in the snack market. Anyone who grew up in the 1990s or had young children during the decade, in all likelihood, will remember Tazos and Boomer tattoos. The little discs with cartoon characters emblazoned on them were a craze with kids, who collected them, traded them, and bought numerous packets of Lay’s chips in pursuit of new Tazos.
Prataap Snacks was incorporated in 2009, but it’s already the sixth-largest organized packaged snack maker in India. It makes a host of snacks from Chulbule to Fungroo and Scoops, but close to 40% of its revenue comes from Rings, its most popular brand which sells like hot cakes in small towns and cities. The popularity of its snacks helped the company’s annualised consolidated revenue increase to Rs 1,036.7 crore in 2017-18 from Rs 909.4 crore the previous year. It also propelled the company to No. 340 on Fortune India’s Next 500 from No. 437 last year.