Patang

What Patang does

Patang, operated by PEP AND POP PRIVATE LIMITED (incorporated 2022 in New Delhi, India; ~3–10 employees), is a premium direct-to-consumer regional Indian snacks (namkeen) brand that sources and sells ten city-of-origin products — Bambai Mixture, Bengaluru Tapioca Chips, Bikaneri Jor Garam, Calcutta Chanachur, Dilli Gur Chana, Jaipuri Hing Chana, Kolhapuri Bhadang, Puneri Bhakarwadi, Sattur's Seeval, and Thoothukudi Pepper Cashews — from traditional makers across India. The brand differentiates on a clean-label promise (no palm oil, no artificial ingredients, cold-pressed peanut oil, 90–180 day shelf life) and on provenance transparency, with ingredient list, source city, and maker acknowledgment printed on the front of each pack. The company monetizes via one-time product sales priced at ₹150–180 per 150g pack and ₹470–700 for curated combo boxes (India in 4 Bites, Udaan Hindustan Ki, Mirchi Bazaar Box, Peg Perfect, Thoda Teekha Thoda Meetha, plus a Build-Your-Own-Box flow), and does not run discounts.

The go-to-market is hybrid: D2C through thepatangstory.com (with free shipping above ₹350), third-party listings on Amazon, Flipkart, CRED, FirstClub, Blinkit, and Swiggy Instamart, and physical retail across 50+ specialty stores including Le Marche (Delhi NCR), Nature's Basket (Mumbai), Geom365 (Delhi NCR), Laal Kaanda (Jaipur), and e'Woke (Hyderabad). The brand is bootstrapped/founder-funded (Shoury Gupta is founder & CEO) with no disclosed institutional capital, and has secured external validation via ODOP initiative onboarding (DPIIT/Invest India, May 2026) and the Premium Package Design Innovation Award (February 2026). Marketing is content-led (Patangnama blog, Instagram origin Reels, on-pack storytelling) without a paid-influencer model.

Name

Patang

Legal name

PEP AND POP PRIVATE LIMITED

Website

https://thepatangstory.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Patang is a bootstrapped, D2C premium regional Indian snacks (namkeen) brand that sources ten city-of-origin snacks — made with cold-pressed peanut oil and no palm oil — directly from traditional makers and sells them via its own e-commerce site, marketplaces, quick-commerce apps, and 50+ specialty retail stores across India.

Ownership category

akta.pro rank

Product category

Premium Indian Namkeen (Snack Foods)

NAICS

Other Specialty Food Retailers (44529)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Regional Indian namkeen
• Premium Indian snacks
• Clean label namkeen
• D2C snack brand
• Traditional savoury snacks

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct Product Sales: Revenue generated through one-time purchase of snack products via e-commerce storefront and retail channels. Products are sold as individual units and curated boxes/combos at fixed prices.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Patang is a premium Indian regional snacks (namkeen) brand that sources and prepares ten curated regional varieties at their places of origin (e.g., Bambai Mixture from Mumbai, Kolkata Chanachur from Kolkata, Kolhapuri Bhadang from Kolhapur, Indori Ratlami Sev from Indore, Bhujia from Bhuj) using clean-label ingredients with no palm oil, no trans fat, no added MSG, and no preservatives. Products are sold individually and as curated combos through the brand's own e-commerce site, online marketplaces, quick-commerce apps, and select specialty offline retail. The brand targets Indian consumers seeking authentic, region-specific namkeen with transparent provenance.

Product overview

Patang is a D2C premium regional Indian snacks (namkeen) brand sourcing and making ten distinct regional snacks at their place of origin across India. Individual core products include Bambai Mixture, Bengaluru Tapioca Chips, Bikaneri Jor Garam, Calcutta Chanachur, Dilli Gur Chana, Jaipuri Hing Chana, Kolhapuri Bhadang, Puneri Bhakarwadi, Sattur's Seeval, and Thoothukudi Pepper Cashews. These are offered individually and through curated combo boxes including India in 4 Bites (4 regional snacks), Udaan Hindustan Ki (10 regional snacks dabba), Mirchi Bazaar Box (spicy combo with Kolhapuri Bhadang, Tapioca Chips, and Calcutta Chanachur), Peg Perfect, and Thoda Teekha Thoda Meetha (spicy and sweet balance). A build-your-own-box option allows custom curation. The brand emphasizes clean ingredients, no palm oil, and direct sourcing from regional traditional makers.

Differentiator

Problem solved

Functional benefit

Products and services

• Bambai Mixture Mumbai-origin traditional namkeen mixture sold under the Patang brand for Indian consumers seeking authentic regional snacks.
• Kolkata Chanachur Kolkata-origin traditional chanachur (Indian savoury mix) sold under the Patang brand.
• Kolhapuri Bhadang Kolhapur-origin traditional bhadang (puffed rice / flattened rice snack) sold under the Patang brand.
• Indori Ratlami Sev Indore-origin traditional Ratlami sev sold under the Patang brand.
• Authentic Maggi Bhel Regional Maggi-based bhel preparation sold as a ready namkeen variant under the Patang brand.
• Madrasi Mixture South Indian-origin traditional namkeen mixture sold under the Patang brand.
• Bengali Jhalmuri Bengal-origin traditional jhalmuri (spiced puffed rice snack) sold under the Patang brand.
• Punjabi Navratan Mix Punjab-origin traditional navratan namkeen mix sold under the Patang brand.
• American Cornflakes Mixture Indian-style namkeen mixture based on cornflakes, sold under the Patang brand.
• Bhujia (Bhuj-origin) Bhuj-origin traditional bhujia sold under the Patang brand.
• Patang Combo Boxes (curated multi-region namkeen assortments) Pre-curated multi-SKU combo packs of Patang's regional namkeen, designed for gifting, hosting, and consumer trial of the full regional range.

Quantifiable outcome

• Maker of Bhadang has been producing in Kolhapur for over 125 years with same puffed rice supplier family
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ODOP (One District One Product) InitiativecoreOthersPatang has been officially onboarded under the Government of India's ODOP initiative, run by DPIIT and Invest India. This provides government-backed credibility for regional positioning, access to institutional channels including gifting programs and government procurement, and connection to the broader Vocal for Local and Make in India movement.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bikaji Foods International: One of India's largest namkeen and snack manufacturers with a comparable regional Indian snack portfolio. Directly comparable on product category (bhujia, mixture, chanachur, papad) and target consumer, though at vastly larger scale and mass-market price points.
• Farmley: Premium D2C brand selling dry fruits, nuts, and traditional Indian snacks with a farm-to-table sourcing narrative. Comparable on premium positioning, sourcing-story marketing, and modern retail distribution.
• Slurrp Farm: D2C better-for-you Indian snack brand with millet-based and traditional snack offerings. Comparable on clean-label positioning and D2C + marketplace distribution, though more focused on kids/family and pan-Indian rather than regional origin story.
• Open Secret: Premium D2C Indian snack brand selling curated snack boxes (Unibic, Unibic-style approach). Closely comparable on curated box architecture, premium pricing, and D2C-led omnichannel model.
• Bikano: Established Indian namkeen and snack brand with deep regional assortment (mixture, bhujia, chanachur). Most directly comparable to Patang on regional Indian snack variety, though operating at mass-market price points and much larger scale.
• Cornitos: Premium Indian snacks brand (Nachos and flavored nuts) selling through modern retail and e-commerce. Comparable on the premium snacking positioning and retail partnerships, though focused on nachos/nuts rather than regional namkeen.
• Too Yumm: Better-for-you Indian snacks brand (owned by RP-Sanjiv Goenka Group) competing in the same clean-label D2C and modern retail channels. Directly comparable on the no-palm-oil / better-for-you positioning, though its core SKUs lean chips rather than traditional namkeen.

Broad incumbents

• Haldiram's: India's dominant packaged snack and namkeen manufacturer with massive retail and gifting footprint. Comparable on product category and gifting channel relevance, but operates at mass-market scale with centralized factory production rather than origin-authentic sourcing.
• ITC Foods (Bingo!, Aashirvaad): Diversified Indian conglomerate with a large snacks portfolio including Bingo! (chips) and other packaged foods. Comparable as a mass-market competitor in the Indian snack aisle, with much larger distribution and marketing budgets that could overwhelm niche D2C brands.

Emerging players

• The Whole Truth Foods: D2C clean-label food brand emphasizing transparent ingredient labeling (similar 'front-of-pack ingredient list' approach). Comparable on the clean-label, no-nasties positioning and D2C-led growth, though focused on protein bars and breakfast rather than traditional snacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thepatangstory
• YouTubeyoutube.com/@thepatangstory
• Facebookfacebook.com/thepatangstory
• Instagraminstagram.com/thepatangstory

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

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 Patang