In a recent interview with Manas, the founder of Beyond Snack, the remarkable journey of transforming the humble banana chip from a regional staple to a national delight was laid bare. Born and bred in Kerala, Manas has a deep-rooted affinity for the flavors and culture of his homeland, which has fueled his mission to bring banana chips into the organized, branded domain in India.
From Regional Favorite to National Brand
Beyond Snack has essentially done for banana chips what Lays did for potato chips, by focusing on quality, hygiene, and consistency. Manas explains that while banana chips have long been a beloved snack across South India, particularly below Maharashtra, their potential to be a pan-India phenomenon was untapped due to the dominance of unorganized sectors and a lack of quality research.
The company’s vision is ambitious: to make banana chips as ubiquitous and trusted as potato chips. Manas highlights that while the product is familiar across India, thanks to the country’s status as a leading banana producer, the challenge has been to ensure that quality banana chips are readily available and trusted by consumers nationwide.
The market size for banana chips, though not officially quantified due to its unorganized nature, is believed to have the potential to reach a significant portion of the potato chip market, which is around 1,800 crores. Manas anticipates that within five years, the organized segment of banana chips could hit approximately 200 crores per month.
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Currently, Beyond Snack does not plan to diversify beyond banana chips, focusing instead on deepening its market penetration across India. The company has already established a presence in 12 countries through inbound export requests, although this aspect of the business is not yet a primary focus.
Navigating Sales Channels: Online and Offline
On the operational side, Beyond Snack has navigated the landscape with a balanced approach between online and offline sales. Starting with a strong online presence due to the e-commerce boom during the Covid-19 era, the company now sees an even split between online and offline revenue. This blend has been crucial, with platforms like Amazon, Flipkart, and quick commerce giants like Zepto and Swiggy Instamart playing significant roles in their growth.
Manas acknowledges the importance of traditional distribution channels (GT – General Trade) for long-term stability and scale, despite the allure of quick commerce. He notes that while quick commerce has been a boon for immediate market access, building a robust GT network is essential for reaching every nook and cranny of India, where e-commerce might not penetrate as effectively.
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Looking ahead, with a recent funding round under their belt, Beyond Snack aims to double its retail touchpoints from 20,000 to 40,000 over the next 6-8 months, focusing particularly on expanding in the North and West of India, where snack consumption is traditionally high.
The flavors that have captured the Indian palate include Original Salted, Peri Peri, and Salt and Pepper, with newer variants like Coconut Oil and Desi Masala also gaining traction.
Manas’s journey with Beyond Snack is not just about selling banana chips; it’s about cultural transformation, making a regional snack a national treasure, all while maintaining the essence of Kerala’s culinary heritage.
