Global packaged food giant General Mills, the American maker of Pillsbury and Betty Crocker, has entered talks to acquire a stake in Balaji Wafers, one of India’s largest regional snack makers. The move positions the Minneapolis-headquartered multinational alongside a crowded field of suitors that already includes PepsiCo, ITC, and several private equity funds.
Two people familiar with the matter told ET that General Mills expressed interest in a majority holding. However, Balaji’s promoters are currently willing to part with only about 10 percent equity. Discussions are still at a preliminary stage.
Founder Chandu Virani confirmed that Balaji has initiated conversations with multiple players but clarified that the objective is to bring professional expertise rather than raise operating funds. “We are sitting on cash reserves and don’t intend to sell out. The capital raised will be placed in a family trust and not used for daily operations,” Virani said, adding that an IPO is also under consideration.
Balaji is reportedly evaluating a potential divestment at a valuation of nearly Rs 40,000 crore, with the shortlist of investors expected to be finalised within three months. The Rajkot-based company, which began as a small supplier at a cinema hall in 1982, has scaled up to Rs 6,500 crore in revenue and nearly Rs 1,000 crore in net profit in FY25.
The brand dominates Gujarat, Maharashtra, and Rajasthan, commanding roughly 65 percent share of the organised salty snacks segment in these states. Despite its regional focus, Balaji ranks as India’s third-largest snack maker, behind only Haldiram’s and PepsiCo.
For General Mills, which currently has a limited presence in India, a stake in Balaji could unlock the Rs 45,000-crore savoury snack market—one of the fastest-growing food categories in the country.










