What Too Yumm does

Too Yumm is a packaged-snacks brand operated by Guiltfree Industries Limited, a private subsidiary of the Indian conglomerate RP-Sanjiv Goenka Group. Founded in 2017 and headquartered in Kolkata, the company manufactures and sells a portfolio of "better-for-you" snacks across 11 categories — potato chips, banana chips, gourmet chips, smart snacking (puffs, sticks, multigrain), Karare, kids' snacks, namkeen, noodles, makhana, oats, and combo packs. Its core formulation platform uses 100% rice bran oil instead of palm oil across the entire range, with claims of 30-60% reduced saturated fat versus conventional Indian fried snacks. Manufacturing is asset-light, executed through 28 third-party contract partners holding FSSAI licenses across 12 Indian states.

The brand goes to market through an omnichannel model spanning its own D2C website (tooyumm.com), quick-commerce platforms (Blinkit, Swiggy Instamart, Zepto), e-commerce marketplaces (Amazon, Flipkart, BigBasket), and modern trade (DMart, Reliance Retail, Spencers), achieving pan-India reach. Pricing is positioned at mass-market single-serve price points of Rs. 5-35 with combo packs up to Rs. 280, while a gourmet tier (Truffle, Thai Green Curry, Himalayan Pink Salt) addresses premium occasions. Marketing leverages Bollywood celebrity endorsement (Varun Dhawan), cultural-trend marketing around Korean flavors (K-Bomb ramen, Korean Karare), and IPL-timed campaign activation.

Revenue mechanics are pure transactional FMCG with no subscription component observed; the brand targets health-conscious Indian snackers, parents with young children, trend-following urban youth, and consumers following fasting/special diets. Primary customer segments are individual consumers purchasing through retail and digital channels; no enterprise or B2B customer concentration is evident.

Name

Too Yumm

Legal name

Guiltfree Industries Limited

Website

https://tooyumm.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Too Yumm is an Indian packaged-snacks brand under Guiltfree Industries (RP-Sanjiv Goenka Group), selling 100% rice-bran-oil, no-palm-oil snacks across 11 categories via pan-India D2C, quick-commerce, marketplace, and modern-trade channels to health-conscious mass-market consumers.

Ownership category

akta.pro rank

Product category

Packaged Snacks

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

akta.pro secondary industries

Potato & Vegetable Chips Manufacturing (AFAKAIAA), Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

Keywords

• Packaged snack foods
• Rice bran oil snacks
• Better-for-you snacks
• Indian namkeen chips
• Korean-inspired snacks

Headquarters

HQ city

Kolkata

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue generated from direct sales of snack products through own D2C website, quick commerce platforms (Blinkit, Swiggy Instamart, Zepto), and e-commerce marketplaces (Amazon, Flipkart). Transaction-based model with unit pricing for individual products and combo packs. No subscription component observed.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Too Yumm manufactures and sells branded packaged snack foods across 11 product categories including potato chips, banana chips, gourmet chips, smart snacking, karare, kids' snacks, namkeen, instant noodles, makhana, oats, and combo packs. Every product is made with 100% rice bran oil (no palm oil) and formulated for reduced saturated fat, with distinctive "Hatke" flavors including a Korean-inspired sub-range. Products are sold pan-India through D2C, quick commerce, e-commerce marketplaces, and modern trade retail.

Product overview

Too Yumm! is a snacking brand under RP-Sanjiv Goenka Group's Guiltfree Industries Ltd, offering a diverse portfolio of better-for-you snacks positioned as 'Hatke Flavours' and 'Hatke Benefits.' The product lineup spans multiple categories including Potato Chips (Triple Tadka, Hot & Sweet, Indian Masala, American Style Cream n Onion, Kashmiri Chilli), Banana Chips (Salted, Masala, Spicy Korean), Gourmet Chips (Lightly Salted, Truffle, Thai Green Curry, Himalayan Pink Salt), Smart Snacking (Veggi Stix, Cheese Balls Puffs, Kraze Masala Puffs, Multigrain Chips, Tapioca Chips, Bhoot Chips), Karare (Korean Karare, Munchy Masala, Chilli Achari, Bhoot Karare, Noodle Masala), Kids (Cornado, Rings), Namkeen (Bhujia, Aloo Bhujia, Tasty Nuts, All In One), Noodles (K-Bomb Hot n Spicy, K-Bomb Kimchi), Makhana (Himalayan Salt & Pepper, Peri Peri), Oats (High Protein Super Oats Masala, Super Oats Masala Magic), and various Combo bundles. The brand emphasizes Korean-inspired flavors (Korean Karare, K-Bomb Ramen, Spicy Korean Banana Chips) alongside regional Indian tastes, with key differentiators being 100% rice bran oil, no palm oil, and reduced saturated fat content. Distribution spans major e-commerce platforms including Amazon, BigBasket, Blinkit, Zepto, Swiggy Instamart, DMart, Flipkart, Jiffy, Reliance, and Spencers.

Differentiator

Problem solved

Functional benefit

Products and services

• Triple Tadka Chips Crunchy masala potato chips with khatta, meetha and teekha flavors, made from hand-picked potatoes cooked in 100% Rice Bran Oil with 40% less saturated fat and no palm oil, targeting Indian mass-market snackers.
• Hot & Sweet Chips Potato chips combining spicy heat and sweet flavor for a bold fusion, made with hand-picked potatoes and 100% Rice Bran Oil with 40% less saturated fat and no palm oil.
• Indian Masala Chips Potato chips featuring bold taste of desi spices in every crispy bite, made with 40% less saturated fat, no palm oil, and 100% rice bran oil.
• American Style Cream n Onion Chips Potato chips with bold, zesty cream and onion flavors, made with 40% less saturated fat, no palm oil, and 100% rice bran oil.
• Kashmiri Chilli Chips Potato chips featuring rich flavor of Kashmiri chillies with balanced heat and crunch, made with 40% less saturated fat, no palm oil, and 100% rice bran oil.
• Banana Chips Salted Crispy and crunchy salted banana chips authentic from Kerala, gluten-free and made without palm oil, offering a wholesome traditional snacking experience.
• Banana Chips Masala Crispy and crunchy masala banana chips authentic from Kerala, gluten-free and made without palm oil, delivering the authentic taste of tradition.
• Banana Chips Spicy Korean Fusion of spicy Korean and banana chips, authentic from Kerala, gluten-free and made without palm oil, offering adventurous yet traditional snacking.
• Lightly Salted Gourmet Chips Premium chips crafted from carefully graded large slices of premium potatoes offering guilt-free crunch with 60% less sodium than leading brands.
• Truffle Gourmet Chips Premium large-cut potato chips infused with bold authentic truffle cheesy flavor, made in Rice Bran Oil with no palm oil and no added preservatives.
• Thai Green Curry Gourmet Chips Premium large-cut potato chips with rich Thai Green Curry flavor and authentic herbs and spices, made in Rice Bran Oil for guilt-free luxury snacking.
• Himalayan Pink Salt Gourmet Chips Large-cut premium potato chips seasoned with pure natural pink salt (Sendha Namak), made in Rice Bran Oil with no palm oil or added preservatives.
• Veggi Stix Sour Cream & Onion Snack sticks with creamy sour cream and onion flavor and irresistible crunch, made with 100% rice bran oil, no palm oil, and 60% less saturated fat.
• Cheese Balls Puffs Cheesy corn puffs delivering smooth, cheesy indulgence with satisfying crunch, made with Rice Bran Oil.
• Kraze Masala Puffs Light crunchy puffs with bold masala kick and satisfying crisp texture, made with no palm oil and 35% less saturated fat.
• Multigrain Chips Dahi Papdi Chaat Multigrain chips blending tang of dahi papdi chaat with Power of 5 Grains (Wheat, Rice, Corn, Gram, Oats), made with 60% less saturated fat, no palm oil, and 100% rice bran oil.
• Tapioca Chips Citrus & Pepper Crispy tapioca chips with vibrant citrus and pepper flavors, inspired by Kerala's culinary traditions, containing natural antioxidants and gluten-free.
• Smoking Hot Bhoot Chips Spicy potato chips featuring fiery Bhut Jolokia flavor, 100% veg, zero palm oil, made with 100% rice bran oil and 35% less saturated fat.
• Korean Karare Non-fried snack combining bold Korean spice with Too Yumm's iconic crunch, featuring big flavor and loud crunch with zero frying.
• Karare Munchy Masala Rice and corn grit snack delivering bold Indian spices in every crispy bite, made with 60% less saturated fat, no palm oil, and 100% rice bran oil.
• Karare Chilli Achari Rice and corn grit snack with bold punch of spice and tang in every crunchy bite, made with 60% less saturated fat, no palm oil, and 100% rice bran oil.
• Smoking Hot Bhoot Karare Rice and corn grit snack infused with Bhut Jolokia flavor, made with 60% less saturated fat and zero palm oil for a healthier spicy crunch.
• Karare Noodle Masala Rice and corn grit snack with bold masala taste reminiscent of noodles, made with 60% less saturated fat, no palm oil, and 100% rice bran oil.
• Cornado Extra Cheesy Corn Puffs Cheesy crunchy snack featuring wildly twisted corn shapes that pack big flavor and bold crunch, made with zero palm oil and 60% less saturated fat, designed for kids.
• Rings Tomato Thunder Ring-shaped corn flour snack with punch of juicy tomato tang, made from corn flour in rice bran oil with fewer calories and 60% less saturated fat, designed for kids.
• Bhujia Crunchy traditional namkeen with perfect blend of spices, made with 30% less saturated fat, zero palm oil, and 100% rice bran oil.
• Aloo Bhujia Light crunchy namkeen combining goodness of potatoes with masaledaar punch, made with 35% less saturated fat, no palm oil, and 100% rice bran oil.
• Tasty Nuts Premium roasted peanuts bursting with irresistible spice and crunch, packed with nourishing protein and free from palm oil.
• All In One Flavor-packed mixture of crunchy sev, flakes, nuts and more delivering sweet, tangy, and spicy notes in every bite, made with 35% less saturated fat, zero palm oil, and 100% rice bran oil.
• K-Bomb Hot n Spicy Spicy instant noodles inspired by Korean cuisine, bringing authentic flavors of Seoul's bustling street markets and traditional kitchens.
• K-Bomb Kimchi Instant noodles inspired by Korean kimchi flavors, bringing authentic Korean culinary traditions.
• Himalayan Salt & Pepper Makhana Crunchy fox nuts seasoned with Himalayan pink salt and cracked black pepper, guilt-free and fasting-friendly snack with no palm oil.
• Peri Peri Makhana Roasted foxnuts tossed in tangy, spicy peri peri seasoning delivering bold fiery twist, lighter than fried snacks.
• High Protein Super Oats Masala Power-packed savory oats meal with 22g protein, made with oats, soya chunks, millets and chia seeds infused with familiar desi Masala flavor.
• Super Oats Masala Magic Delicious savory oats meal made with oats, millets and chia seeds offering 11g protein per serving, quick light and satisfying meal.
• Spice Fest Combo Combo pack featuring Smoking Hot Bhoot Chips and K-Bomb Hot n Spicy noodles for spicy flavor experience.
• Hot N Spicy Combo Pack of 5 K-Bomb Hot n Spicy Ramen for spicy food lovers.
• Bachcha Party Combo Pack of 4 Rings Tomato Thunder snacks for kids' party occasions.
• Banana Chips Combo Assorted pack of 4 banana chips including Banana Chips Salted, Spicy Korean, and Masala varieties.
• Banana Chips Masala Combo Combo featuring Banana Chips Masala variety in multipack format.
• Banana Chips Spicy Korean Combo Combo pack featuring Spicy Korean Banana Chips combining spicy Korean flavors with traditional Kerala banana chips.

Quantifiable outcome

• Products available at Rs. 5-35 price points for mass market accessibility
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Varun DhawancoreGTM or Marketing Partner · 13 April 2026Bollywood actor Varun Dhawan serves as brand ambassador for Too Yumm!, starring in the Korean Karare launch campaign. The campaign featuring Varun Dhawan with a 'Korean co-star reveal' concept is timed with the IPL tournament to leverage India's largest media consumption window. This celebrity partnership supports the brand's cultural crossover marketing strategy targeting urban youth interested in Korean trends.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Prataap Snacks (Yellow Diamond): Listed Indian snack company (Yellow Diamond, Pratap Namkeen brands) operating in potato chips, namkeen, and extruded snacks. Closely comparable in product mix, distribution model (multi-channel modern trade + general trade), and pan-India scale ambition.
• Balaji Wafers: Indian potato chips and savory snacks manufacturer with strong regional roots (Gujarat) and national expansion ambitions. Directly competes with Too Yumm's chips and savory-snack portfolio in modern trade and quick commerce channels.
• Bikaji Foods International: Indian packaged snack manufacturer with comparable breadth across namkeen, bhujia, chips, and sweets. Competes directly with Too Yumm in modern trade and e-commerce, and is the most operationally and portfolio-comparable listed peer in the Indian snacks category.

Broad incumbents

• Haldiram's: Largest Indian traditional snacks and namkeen manufacturer with deep national distribution and an extensive bhujia, namkeen, and sweets portfolio. Competes with Too Yumm across namkeen, chips, and combo-occasion snack purchases.
• PepsiCo India (Lay's, Kurkure): Global snacks leader operating Lay's (potato chips) and Kurkure (extruded snacks) in India. The dominant potato-chips incumbent against which Too Yumm's chip portfolio is directly positioned, with substantially larger marketing budgets.
• ITC Foods (Bingo!, Sunfeast, YiPPee!): Diversified FMCG major with Bingo! in snackable chips and extruded snacks and YiPPee! in noodles. Competes with Too Yumm's chips and K-Bomb noodles SKUs using significantly larger trade spend and distribution muscle.
• Britannia Industries: Large Indian packaged foods incumbent with biscuits, bread, and dairy. Increasingly active in adjacent snacking categories and competes with Too Yumm in modern trade shelf-sets for impulse and kids' snack occasions.

Emerging players

• Soulfull (Kellogg's-backed): Indian functional-snack brand in oats, muesli, and millet-based snacks. Overlaps with Too Yumm's High Protein Super Oats and millet-based offerings for the health-positioned breakfast and snacking occasion.
• Farmley: Indian better-for-you snacking brand focused on makhana, dry fruits, and seeds. Directly comparable to Too Yumm's makhana and oats sub-ranges and competes for the same health-conscious urban consumer.
• Cornitos: Indian nachos and tortilla chips brand with a comparable 'premium flavored' positioning to Too Yumm's Gourmet Chips range. Smaller scale but similar target consumer and retail-channel footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tooyumm

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Too Yumm