"The next billion" is an irresistible theme for investors in India. Faced with stagnation and hyper-competition in the biggest cities, everyone betting on the great Indian consumption story is scouting for brands that could be the next hit among the masses. In 2015, when a slowdown in India’s FMCG business was making headlines — as it is today — two brands emerged as bright spots amid the gloom. One was Manpasand Beverages, makers of the
Business News›Prime›Consumer›Crunch time: why Prataap Snacks is struggling to live up to its promise of being a small-town winner
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Crunch time: why Prataap Snacks is struggling to live up to its promise of being a small-town winner
Yellow Diamond competes in a crowded market with wafer-thin margins; photo by Soumya Gupta
Synopsis
Soon after its fabulous listing in 2017, Prataap Snacks began to slip on the bourses. A struggle to break consumer preferences, lack of pricing power, and distribution battles have made growth elusive in a fickle business with wafer-thin margins.
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