Knacks
Knacks
“Thoda Guilty, Thoda Guilt-Free”
Knacks is reinventing Indian snacks for people who want indulgent flavours without overthinking calories.
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The opportunity
India total addressable market
India’s snacks market is worth ₹50,000+ crore and growing rapidly, with consumers increasingly shifting towards better-for-you snacking. While most innovation in the category has centred around protein and millet-based products, calorie-conscious snacking still remains a largely untapped space in India. Globally, several successful snack brands have already built strong consumer pull by anchoring around calories. Knacks sees an opportunity to bring that shift to India by reinventing familiar Indian snacks 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 Traditional snacks often feel heavy, oily, and outdated for modern lifestyles, while most “healthy snacks” fail to deliver the comfort, familiarity, and satisfaction that consumers actually crave from everyday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. A large part of the category still lacks innovation in flavours, formats, branding, and relevance for younger consumers. Knacks is building a new-age Indian snacking brand for calorie-conscious consumers who still want enjoyable everyday snacking. Starting with low-calorie khakhras in exciting flavours, Knacks is reimagining familiar Indian snacks into lighter, more modern formats built for today’s lifestyles, 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 15–20% fewer calories than most products currently available in the market.
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.