Challenging the biggest snacking market of India- traditional snacks

Lay’s, India’s most loved snack brand had always been an Out-of-Home brand- Buy, Open and Eat on-the-go at just Rs. 5 (Small pack), one pack at a time.

With COVID, consumption shifted in-home which was a mom’s territory- dominated by traditional Indian snacks (namkeens) that she stocked in-home, usually in multiple large packs. Hence, with life moving in-home, traditional snacks got a huge boost, while Lay’s despite having a very high market share and strong consumer affinity remained under indexed on in-home consumption.

It was time to take traditional snacks head on and get India to stock Lay’s at home!