Twiddles, the health-first snacking brand co-founded by former cricket star Yuvraj Singh, is making waves in India’s rapidly growing premium snack market. Just three months in, the brand has already built a solid customer base and is on track to surpass ₹2 crore in monthly recurring revenue (MRR) next quarter. Looking ahead, Twiddles aims to hit ₹125 crore ($15 million) in annual recurring revenue (ARR) by the next financial year.
A collaboration between Singh and Alfinity Studios, Twiddles is tapping into India’s surging appetite for protein-packed, clean-label snacks. The company cites data suggesting the country’s premium snacking segment—valued at ₹42,000 crore ($5 billion) in 2023—will more than double to ₹95,000 crore ($11.5 billion) by 2032.
“Whether on the field or in life, balance has always been key for me,” said Singh. “Twiddles is all about that—enjoying snacks without guilt. No one eats perfectly all the time, and that’s okay, as long as we do it mindfully.”
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Strong Early Growth and Consumer Loyalty
Since launch, Twiddles has attracted over 20,000 unique customers, with a website conversion rate of 8%—well above the industry norm for direct-to-consumer food brands. Repeat purchases are also gaining momentum, with 13% of buyers returning for more.
India’s snacking habits are undergoing a major shift, with over 68% of consumers now prioritizing healthier options. Twiddles is leaning into this trend with a growing lineup of high-protein snacks, including peanut butter, protein bites, and savory, protein-based options.
Among its top-selling products, the Almond Crumble Chocolate Spread has already moved 10,000 jars, while over 50,000 energy bites have been sold across various e-commerce platforms.
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Disrupting an Industry Dominated by Legacy Brands
In a market crowded with established players, Twiddles is positioning itself as a game-changer with its “mindful indulgence” philosophy. Singh’s reputation for fitness and resilience gives the brand an edge, helping it stand out in an increasingly competitive space.
With strong early traction, ambitious revenue goals, and a booming market in its favor, Twiddles is well on its way to becoming a household name in India’s premium snacking segment.
