Knacks
Knacks
“Thoda Guilty, Thoda Guilt-Free”
Knacks is reinventing Indian snacks for people who want indulgent flavours without overthinking calories.
Monthly Recurring Revenue
Number of popups
Total revenue generated since inception
Percentage of repeat customers
The opportunity
India total addressable market
India's snacks market is worth ₹50,000+ crore and growing rapidly, with consumers increasingly shifting toward better for you snacking. Most innovation in the category has centred around protein and millet based products, while calorie conscious snacking remains a largely untapped space in India. Globally, and even within India, brands anchored around calories have built strong consumer pull, from Diet Coke to Halo Top to Go Zero. Knacks sees an opportunity to bring that same shift to Indian snacking, reinventing familiar formats with taste and innovation at the centre, while keeping calories as the core anchor.
The brief
People love Indian snacks, but most options today force a compromise between taste, convenience, and health. Traditional snacks often feel heavy, oily, and outdated for modern lifestyles, while most "healthy snacks" fail to deliver the comfort, familiarity, and satisfaction that consumers actually crave from everyday munching. Knacks is building for people just starting their health journey, the ones who have begun looking at calories but aren't willing to give up the comfort snacks they grew up on. Starting with low calorie khakhras in exciting flavours, Knacks is reimagining familiar Indian snacks into lighter, more modern formats, without losing the essence of Indian taste and culture.
The edge
Knacks is starting with bite sized khakhras, a familiar snack we believe has the potential to become the next makhana for modern Indian consumers, while offering 15 to 20 percent fewer calories than most products currently available in the market. Beyond khakhras, we see an immense opportunity across other traditional snacks that have seen little innovation in decades, starting with rusk and khari.
Why now
Consumers today are actively shifting towards better for you snacking, from protein and millet based products to increasing calorie awareness. Yet, very few Indian snack brands are building with calories as a core anchor. At the same time, Indian snacking as a category has seen limited innovation in format, branding, and relevance for younger consumers, creating the perfect timing for Knacks. The appetite for this shift is already proven and funded in India, protein led, guilt free snacking brands have already built real scale, showing investors and consumers alike are ready for this category to change. What remains untouched is calories, the one number most consumers actually start their health journey with. We are not speculating on this gap, khakhra alone drives 1 to 1.5 lakh searches every month on quick commerce, and our own pop ups have already shown people choosing a calorie conscious option over the alternatives, before any real awareness push. The opportunity is not theoretical, it is a proven early signal we are now positioned to scale.