Prataap Snacks Limited
Prataap Snacks Limited is a publicly listed Indian FMCG manufacturer and distributor of packaged snacks (chips, namkeen, extruded snacks, fryums, sweet snacks) under the Yellow Diamond brand and 7 Diamonds premium sub-brand, serving Indian mass-market consumers through 2+ million retail outlets and 8 manufacturing facilities.
- Company typePublic
- Founded2009
- HeadquartersIndore, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Prataap Snacks Limited does
Prataap Snacks Limited is a publicly listed Indian FMCG company (NSE: DIAMONDYD, ticker PRATAAPSNACK) headquartered in Indore, Madhya Pradesh, and founded in 2009. The company manufactures and sells packaged snack foods primarily under its flagship Yellow Diamond brand across five categories — chips, namkeen, extruded snacks, fryums, and sweet snacks — plus a premium health-focused sub-brand called 7 Diamonds (plant-based protein puffs, makhana, and roasted-not-fried variants). The portfolio spans 125+ SKUs and the company produces 12+ million packets daily across 8 manufacturing facilities located in Indore, Tillore, Rajkot (two units), Bangalore, Guwahati, Kolkata, and Jammu.
The business model is a classic B2C mass-market FMCG distribution model: revenue is generated through one-time packaged snack sales routed through general trade, modern trade, and increasingly through quick-commerce channels such as Zepto. The company covers 2+ million retail outlets nationwide via a distributor-dealer network with competitive Price-to-Retailer (PTR) structures and margin support to channel partners. Production is supplemented by third-party manufacturing units in selected regions, including for northern India demand. Margin economics are thin: Q4 FY26 EBITDA margin was 4.9%, with operating EBITDA of Rs 20.59 crore and full-year FY26 sales of Rs 1,716.05 crore.
Corporate ownership shifted meaningfully in September 2024 when Authum Investment & Infrastructure (alongside co-acquirer Mahi Madhusudan Kela) acquired a 42.31-46.85% controlling stake for approximately Rs 846 crore, triggering an open offer for an additional 26% at Rs 864 per share and making Prataap Snacks an associate company of Authum. The company has operated wholly-owned subsidiaries — Avadh Snacks Private Limited and Red Rotopack Private Limited — which were amalgamated into the listed entity by NCLT order in March 2023, with a further scheme of amalgamation of PNSFBPL also underway. The company has signaled growth ambition through a Rs 425 crore capital expenditure program for a new manufacturing plant near Indore.
Prataap Snacks Limited firmographics
Firmographics- Name
- Prataap Snacks Limited
- Legal name
- Prataap Snacks Limited
- Website
- https://yellowdiamond.in
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Prataap Snacks Limited is a publicly listed Indian FMCG manufacturer and distributor of packaged snacks (chips, namkeen, extruded snacks, fryums, sweet snacks) under the Yellow Diamond brand and 7 Diamonds premium sub-brand, serving Indian mass-market consumers through 2+ million retail outlets and 8 manufacturing facilities.
- Ownership category
- akta.pro rank
Prataap Snacks Limited industry classification
Industry- Product category
- Packaged Snack Foods
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)
- SIC
- Food And Kindred Products (2000), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)
- akta.pro secondary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Prataap Snacks Limited is headquartered
LocationHeadquarters
- HQ city
- Indore
- HQ country
- India
- HQ region
- Asia
Offices9 records
Markets served
Prataap Snacks Limited business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Packaged Snack Food Sales: Prataap Snacks generates revenue through manufacturing and selling packaged snack foods under the Yellow Diamond brand. The company sells chips, namkeens, extruded snacks, fryums, and sweet snacks through distribution networks, modern trade, and quick commerce channels. Revenue is derived from product sales with operating margins improving to 4.9% EBITDA margin in Q4 FY26.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Prataap Snacks Limited product offering
Product offeringCore offering
Prataap Snacks Limited manufactures and sells packaged snack foods under the Yellow Diamond flagship brand and the 7 Diamonds premium sub-brand. Its product portfolio includes potato chips, namkeen (savoury Indian snacks), extruded snacks, fryums, and sweet snacks, reaching consumers through a distribution network of 2+ million retail outlets across India. The company operates 8 manufacturing facilities producing 12+ million packets daily across 125+ SKUs.
Product overview
Prataap Snacks Limited operates as a leading Indian FMCG company in the snacks industry, with Yellow Diamond as its flagship brand. The product portfolio spans multiple snack categories: Chips (including Cream 'n' Onion, Korean Spicy, and salted varieties), Namkeen (such as Navratan Mixture and Aloo Bhujia), Extruded Snacks (Chulbule, Pipe variants), Fryums (Rings and Wheels), Sweet Snacks (Cupcakes, Swiss Rolls, Puffcorn), and Other snacks. The company also launched 7 Diamonds, a premium health-focused sub-brand featuring plant-based protein puffs and makhana in various flavours. Products are distributed through wide retail networks and quick commerce platforms. The company operates approximately 8 manufacturing facilities across India and maintains a distributor programme.
Differentiator
Problem solved
Functional benefit
Brands
- Yellow Diamond: Flagship chips and snacks brand of Prataap Snacks, recognized among top snacks brands in India, offering namkeen, chips, extruded snacks, fryums, and sweet snacks.
- 7 Diamonds
Products and services
- Yellow Diamond Namkeen Savoury Indian snack category under the Yellow Diamond brand, including products such as Navratan Mixture and Aloo Bhujia, targeted at Indian mass-market consumers.
- Yellow Diamond Chips Potato chips under the Yellow Diamond brand, including Cream 'n' Onion and Korean Spicy flavour variants, sold through general trade, modern trade, and quick commerce channels.
- Yellow Diamond Extruded Snacks Extruded snack products under the Yellow Diamond brand, including Chulbule Tangy Tomato and Pipe Salted varieties. The company is among the top 2 players in the Indian extruded snacks segment.
- Yellow Diamond Fryums Fried snack products under the Yellow Diamond brand, including Rings Tomato and Wheels Chilli flavours, sold across India.
- Yellow Diamond Sweet Snacks Sweet snack products including Cupcake Chocolate, Swiss Roll Chocolate, Choco Vanilla Cake, and Puffcorn Cheese variants, sold under the Yellow Diamond brand.
- 7 Diamonds Premium Snacks Range
Quantifiable outcome
- 12+ million packets sold daily
- +3 more outcomes
Companies that use Prataap Snacks Limited
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Prataap Snacks Limited technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Prataap Snacks Limited partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered regulatory and core.
- Competition Commission of India (CCI)regulatoryCCI approved the majority stake sale/acquisition in Prataap Snacks, clearing the regulatory hurdle for the Authum Investment transaction.
- Zepto (Quick Commerce)coreYellow Diamond products sold through Zepto quick commerce platform with promotional campaigns including 20-40% discounts. Products include 7 Diamonds health-focused snacks and regular snack range.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Prataap Snacks Limited competitors and assessment
Company assessmentDirect peers
- Haldiram's: India's largest ethnic snacks company (namkeen, bhujia, sweets, chips). Direct competitor to Yellow Diamond across the same mass-market Indian snacks categories with a similar pan-India distribution model.
- Bikaji Foods International: Listed Indian snacks company offering namkeen, sweets, papad and chips under Bikaji and Babaji brands. Comparable direct competitor with overlapping mass-market Indian snack portfolio and similar distribution-led model.
- Balaji Wafers: Large Indian snacks manufacturer best known in Western India, focused on chips, wafers and namkeen. Direct competitor with overlapping SKU categories and a strong regional distribution base similar to PSL.
- DFM Foods (Craxx / Natkhat): Listed Indian snacks maker (Craxx extruded snacks, Natkhat namkeen). Closely comparable in product mix (extruded puffs, namkeen) and Indian mass-market retail channel approach.
- Bikanervala: Heritage Indian snacks and sweets brand with a national retail footprint. Direct competitor across namkeen, sweets and savoury snacks with strong North-Indian brand equity.
Broad incumbents
- ITC Foods (Bingo! / Sunfeast): Diversified conglomerate with a large F&B division including Bingo! (chips, extruded, namkeen). Overlaps in salty snacks category but competes from a much wider FMCG portfolio with far larger scale and ad spend than PSL.
- PepsiCo India (Lay's / Uncle Chips): Global snacks giant whose Lay's / Uncle Chips chips and Kurkure extruded snack compete head-to-head with Yellow Diamond. Sets pricing and A&P benchmarks for the Indian packaged salty-snack category.
- Britannia Industries: Large listed Indian FMCG company with a baked-snack range and selective presence in rTE/savoury adjacencies. Indirect peer via shared retail channels and mass-market FMCG positioning.
Emerging players
- Too Yumm (RPG Group): Baked snacks brand positioned as healthier alternatives to fried chips. Competes most directly with PSL's 7 Diamonds sub-brand in the better-for-you snack white space.
- Cornitos: Indian nachos and extruded snack brand. Emerging competitor in the extruded / puffs category where PSL holds the #2 position, with overlap particularly in modern trade and quick commerce.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Prataap Snacks Limited social profiles
Digital presencePrataap Snacks Limited financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prataap Snacks Limited leadership team
Management profileNumber of profiles
Profiles6 records
Prataap Snacks Limited subsidiaries and ownership
Company hierarchySubsidiaries3 records
Prataap Snacks Limited funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prataap Snacks Limited M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Prataap Snacks Limited
What does Prataap Snacks Limited do?
Prataap Snacks Limited manufactures and sells packaged snack foods under the Yellow Diamond flagship brand and the 7 Diamonds premium sub-brand. Its product portfolio includes potato chips, namkeen (savoury Indian snacks), extruded snacks, fryums, and sweet snacks, reaching consumers through a distribution network of 2+ million retail outlets across India. The company operates 8 manufacturing facilities producing 12+ million packets daily across 125+ SKUs.
Is Prataap Snacks Limited a public or private company?
Prataap Snacks Limited is a public company. It is classified as public and is currently operating.
When was Prataap Snacks Limited founded?
Prataap Snacks Limited was founded in 2009. It employs 1,001 to 5,000 people.
Where is Prataap Snacks Limited based?
Prataap Snacks Limited is headquartered in Indore, India, in the Asia region.
How does Prataap Snacks Limited make money?
One revenue line is on record: packaged Snack Food Sales.
Who are Prataap Snacks Limited's main competitors?
Direct peers on record are Haldiram's, Bikaji Foods International, Balaji Wafers, DFM Foods (Craxx / Natkhat) and Bikanervala. Broad incumbents are ITC Foods (Bingo! / Sunfeast), PepsiCo India (Lay's / Uncle Chips) and Britannia Industries. Emerging players are Too Yumm (RPG Group) and Cornitos.
Does Prataap Snacks Limited have an API?
No public API is recorded for Prataap Snacks Limited.
What industry is Prataap Snacks Limited in?
Prataap Snacks Limited's product category is Packaged Snack Foods. Its primary akta.pro industry code is CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded), with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 31191 and its SIC code is 2000.