Leveraging its Shark Tank fame and a growing consumer base, Popcorn & Company, a Delhi-based venture under Krackle Foods Private Ltd., is making popcorn popular in India’s snacking industry with its innovative gourmet popcorn offerings. Founded by seasoned entrepreneur Vikas Suri, who also leads Kitchen Rama—a commercial kitchen equipment business—the brand has strategically positioned itself at the intersection of nostalgia and modern snacking trends.
He shares, “Popcorn has tremendous potential. It’s more than just a snack; it’s an experience. Our aim is to transform the concession-style cinema snack into a mainstream option across retail and digital platforms.”
Suri, who also runs Kitchen Rama, a commercial kitchen equipment business launched the brand officially launched in late 2018 but had to fine-tune its product line during the COVID-19 pandemic. “The idea took root in 2017-18 when we were supplying concession equipment and raw materials to cinemas. We often had surplus stock and decided to utilize this capacity, giving birth to Popcorn & Company,” Suri said.
A Market with Potential
India’s organized popcorn category has expanded significantly, with the market size now pegged at INR 700-800 crore. “The snacking habits of Indian consumers are evolving, and popcorn stands out as a versatile, enjoyable, and relatively healthy option,” Suri explained. The company has seen significant year-on-year growth and high repeat customer rates, particularly for its signature Movie Night Kits.
The kits allow customers to make popcorn at home with personalized seasonings and oils. “Our bestselling flavors include caramel crisp, cheesy sriracha, and sea salt caramel. This customization and innovation are driving our momentum,” Suri noted.
The company initially started with 20 flavors but has now carefully honed its offerings based on user preferences.
Retail Strategy: From Cinemas to Streets
Popcorn & Company operates across two verticals—FMCG and retail stores. Currently, it has 10-11 stores nationwide, primarily located in malls, where fresh popcorn is served over the counter. The stores are particularly popular among children and younger audiences.
“We aim to replicate the cinema concession experience on the streets. Alongside popcorn, some stores offer hot dogs, nachos, and samosas, depending on the location. This combo approach works wonders,” Suri revealed.
FMCG sales, on the other hand, target sub-30 consumers through online platforms such as Amazon, Flipkart, and Jiomart, alongside physical distribution networks. While digital channels have been a learning curve for Suri, he emphasized the benefits of starting online. “Digital platforms provide valuable insights into consumer behavior and allow for controlled scaling,” he added.
Navigating Challenges and Eyeing Expansion
Despite the brand’s growth, scaling up in India’s fragmented retail landscape is not without its challenges. “Setting up distribution and ensuring the right price points are crucial. However, once the foundation is laid, the potential is immense,” Suri explained.
While the company has found a foothold in Punjab, Himachal Pradesh, and Haryana, it is also keen on expanding into Tier-2 and Tier-3 cities. However this ambition requires more funding. “If I had more capital, I would be the first to enter these markets. The demand is there, and the untapped potential is huge,” Suri remarked.
“We’ll open stores in locations where we see clear potential for growth, profitability. Over the next two years, I anticipate doubling our numbers, particularly in our online sales. This is a significant focus area for us, and we are working diligently to achieve it,” he added.
With popcorn as its core focus, the brand aims to build a national presence, ensuring their products are available on the shelves of every major and popular store. Additionally, expansion into general trade (GT) and modern trade (MT) is also on the cards. “For now, we’re laser-focused on building a strong foundation with popcorn as our primary offering. We’re also exploring the possibility of a funding round soon to support these growth ambitions. Let’s see how things unfold,” Suri shared.
Popcorn & Company has also reinvented several of its products to enhance its offerings, which are set to hit the market soon. Alongside this, the brand is working to stabilize its store menu, exploring combos like hot dogs and nachos to complement its core offerings.
