In the heart of Indore, a determined young entrepreneur, Amit Kumar, began what many would have dismissed as an impossible journey. Over the years, his vision, perseverance, and sheer grit would see him rise from the ashes of failure to create one of India’s most recognizable snack brands—a company now sought after by industry titans like Haldirams. This is the remarkable story of Amit Kumar, whose brainchild, Prataap Snacks, is today valued at 3000 crore INR.
A Humble Beginning and Early Challenges of Amit Kumar
Amit Kumar’s journey is one that reflects the complexities of entrepreneurship. In 1999, returning to India after a challenging stint abroad, Amit found himself adrift. His initial venture, a chemical dye business named Dealinchem, quickly went under, leaving him burdened with a staggering 6-crore debt. With no other option, Amit turned to his father’s clothing business in Indore. Though he worked hard to repay his debts, the shadow of familial support made him feel as though he was living in borrowed light. His desire for self-made success grew stronger.
From Humility to Ambition: The Birth of Prakash Snacks
Determined to stand on his own, Amit Kumar set out to find a product that could not only survive but thrive in India’s fiercely competitive snack market. In a flash of inspiration, he turned his attention to a simple yet wildly popular item: cheese balls. Partnering with his brother’s classmate and borrowing 15 lakh INR, Amit launched Prakash Snacks in 2002.
The operation was modest—a small processing unit in Indore’s Navlakha area. The initial product line—cheese balls—proved an immediate hit, generating revenues of 22 lakh INR in its first year. Within three years, the company’s earnings surged to 7 crore INR, proving that Amit’s instincts were right on the mark.
Innovating Through Challenges
By 2006, buoyed by this early success, Amit Kumar built his own factory and expanded the product range. Prakash Snacks began producing potato chips under the brand name “Yellow Diamonds” and introduced “Chulbule,” a competitor to Pepsi’s “Kurkure.” But as any seasoned entrepreneur knows, success doesn’t come without its setbacks.
The formidable presence of well-established giants like Haldirams and Balaji Wafers initially overshadowed Prakash Snacks. Realizing he couldn’t outspend these brands, Amit decided to outvalue them. He packed 30 grams of chips into a 5-rupee packet compared to his competitors’ 22 grams. This seemingly simple change gave customers more for their money and helped Prakash Snacks carve out a larger share of the market.
Evolution into Prataap Snacks
As the brand gained traction, Amit Kumar expanded distribution beyond Indore to reach cities like Mumbai, Pune, Delhi, and Haryana. By 2010, Prakash Snacks evolved into a new entity—Prataap Snacks. With a sharper focus on affordability and rural penetration, the company became a household name in both urban centers and India’s hinterlands.
Under Prataap Snacks, production scaled up dramatically. By 2011, the company had doubled its capacity to 12,500 metric tons and crossed the 150-crore revenue milestone. Recognizing the tremendous growth potential, venture capital firm Sequoia Capital invested 62 crore INR in 2012, providing the funds necessary for further expansion.
Capturing Hearts with Creativity
One of Amit’s defining characteristics as a leader is his ability to connect with consumers on a personal level. In the highly competitive snack market, it’s not just about taste—it’s about trust, nostalgia, and engagement. Understanding this, Amit introduced a line of Rings snacks targeted at children, often including small toys inside the packets. These clever additions turned a regular snack into a delightful surprise, ensuring loyal customers and repeat sales.
Amit Kumar also understood the power of celebrity endorsement in building trust and brand recall. In 2016, Bollywood superstar Salman Khan became the face of Prataap Snacks, lending the brand both credibility and mass appeal. By 2017, annual revenues had climbed to an impressive 800 crore INR.
A Milestone Moment: The IPO and Beyond
In 2017, Prataap Snacks went public, raising 482 crore INR through an IPO that was oversubscribed by 47 times—a testament to the company’s solid fundamentals and growth potential. The listing propelled the brand into the big leagues, giving it the resources and visibility needed to compete on a national scale.
With the IPO proceeds, Amit Kumar expanded the product portfolio to include nachos, sweets, and other innovative offerings. By 2018, the company’s revenue surpassed 1400 crore INR, and its products were available in over 1.7 million outlets across India. Daily sales reached a staggering 11 million packets, firmly establishing Prataap Snacks as a leader in the country’s snack industry.
The Haldirams Offer and Amit Kumar’s Legacy
In a resounding endorsement of Prataap Snacks’ success, industry heavyweight Haldirams reportedly offered 3000 crore INR to acquire the company. The very fact that a legacy brand like Haldirams sought to bring Prataap Snacks into its fold speaks volumes about the brand’s strength, market position, and the visionary leadership of Amit Kumar.
A Legacy of Resilience and Vision
Amit Kumar’s journey from a failed dye business to creating an 80-crore snack empire is nothing short of extraordinary. His story is a masterclass in resilience, resourcefulness, and relentless innovation. Despite numerous obstacles—including financial setbacks, industry competition, and personal doubt—Amit’s unwavering belief in his vision and his ability to connect with everyday consumers propelled Prataap Snacks to remarkable heights.
Today, Amit Kumar stands as a shining example of what can be achieved with a clear purpose, an unyielding spirit, and a commitment to serving customers. His leadership has not only transformed his company but also left an indelible mark on India’s snack industry, making him a true icon of entrepreneurial success.
