Prataap Snacks Limited

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.

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

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

• Packaged snack foods
• Potato chips
• Namkeen snacks
• Extruded snacks
• Fryums pellets

Headquarters

HQ city

Indore

HQ country

India

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered regulatory and core.

• Competition Commission of India (CCI)regulatoryOthers · 6 January 2025CCI approved the majority stake sale/acquisition in Prataap Snacks, clearing the regulatory hurdle for the Authum Investment transaction.
• Zepto (Quick Commerce)coreChannel Partner/ Reseller/ DistributorYellow 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

Direct 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

• Instagraminstagram.com/yellowdiamondindia
• Xx.com/YellowDiamondIN
• LinkedInlinkedin.com/company/prataap-snacks-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&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