Beyond Snack: The Snacking Visionaries Reshaping India’s Packed Snacks Industry

In the bustling corridors of modern Indian entrepreneurship, few stories capture the essence of innovation quite like Beyond Snack’s remarkable journey. When three friends from Kerala decided to revolutionize the humble banana chip in 2020, they had no idea they were about to transform an entire segment of the packed snacks industry. In the snack-tacular year of 2020, three friends with a shared love for crunch – Manas Madhu, Jyoti Rajguru, and Gautam Raghuraman – decided it was high time banana chips got the spotlight they deserve. Today, Beyond Snack stands as a testament to how traditional snacks can be reimagined for contemporary consumers, with the company achieving a remarkable valuation of ₹220 crores and securing over $13.3 million in funding across multiple rounds.

From Kerala Roots to National Recognition

The story of Beyond Snack begins in the coconut groves and backwaters of Kerala, where banana chips have been a beloved snack for generations. Manas Madhu, along with co-founders Gautam Raghuraman and Jyoti Rajguru, recognized an untapped opportunity in the packed snacks market. Beyond Snacks is a series A company based in Alappuzha (India), founded in 2018 by Jyoti Rajguru, Manas Madhu and Gautam Raghuraman.

The trio’s educational backgrounds in engineering and business provided them with the analytical skills necessary to identify gaps in the traditional snacks industry. Their early career experiences in various sectors taught them the importance of quality, branding, and customer satisfaction – lessons that would prove invaluable in building Beyond Snack into a household name.

The turning point came when they realized that while banana chips were immensely popular in South India, the rest of the country remained largely untapped. This insight led them to reimagine the traditional Kerala banana chip as a premium, nationally-appealing snack that could compete with established brands in the packed snacks industry.

Transforming Traditional Snacks into Premium Products

Beyond Snack’s approach to the packed snacks industry has been nothing short of revolutionary. The company has successfully elevated the humble banana chip from a regional specialty to a premium snacking option that appeals to health-conscious consumers across India. Their commitment to quality and innovation has resulted in multiple product variants that cater to different taste preferences while maintaining the authentic Kerala flavor profile.

Beyond Snacks – Internet first brand offering banana chips. Raised a total funding of $13.3M over 8 rounds from 82 investors. Valued at ₹220Cr. This impressive financial milestone reflects investor confidence in the company’s ability to disrupt the traditional snacks market.

The company’s breakthrough moment came with their appearance on Shark Tank India, where they secured a deal that catapulted them into national consciousness. They decided to invest ₹50 lakhs (5 million Indian rupees) in exchange for a 2.5% equity stake in the company from sharks Ashneer Grover and Aman Gupta. This validation from prominent investors helped establish Beyond Snack as a serious player in the packed snacks industry.

Their innovative approach includes focusing on premium packaging, strategic online marketing, and maintaining consistent quality across all product lines. The company has successfully positioned itself as an “Internet-first” brand, leveraging digital platforms to reach consumers directly and build brand loyalty in the competitive snacks market.

Recent Milestones and Strategic Expansion

The momentum behind Beyond Snack’s success has accelerated significantly in recent months. The company’s recent $8.3 million funding round, led by 12 Flags Group, will enable it to further scale its operations, improve its supply chain, and continue driving product innovation. This Series A funding round, completed in January 2025, represents a major milestone for the company and the broader packed snacks industry in India.

Beyond Snack gained recognition after its appearance on Shark Tank India, which helped accelerate its growth. The company has strategically leveraged this visibility to expand its market presence and establish partnerships with major retail chains and e-commerce platforms.

Beyond Snack’s current portfolio includes multiple variants of banana chips, each crafted to meet specific consumer preferences. Their focus on quality ingredients, innovative flavoring, and premium packaging has helped them command higher price points than traditional competitors in the packed snacks market. The company has also invested heavily in supply chain optimization, ensuring consistent product availability across their growing distribution network.

Their expansion strategy includes penetrating Tier II and III cities, where they’ve identified significant growth opportunities. The company’s data-driven approach to market expansion has helped them achieve impressive delivery times and customer satisfaction rates, particularly in markets previously underserved by premium snacks brands.

Future Vision and Market Impact

Looking ahead, Beyond Snack’s leadership team, spearheaded by co-founder Manas Madhu, envisions transforming the company into India’s leading premium snacks brand. Looking ahead, Manas Madhu is focused on expanding Beyond Snack’s reach to even more consumers. Their strategic roadmap includes product diversification, geographic expansion, and continued investment in supply chain capabilities.

The company’s impact extends beyond financial success to include meaningful contributions to Kerala’s agricultural ecosystem. By sourcing ingredients locally and maintaining quality standards, Beyond Snack has created sustainable income opportunities for banana farmers and processing units in the region. This approach aligns with current trends toward locally-sourced, sustainable snacks that appeal to environmentally conscious consumers.

Legacy in the Making

Beyond Snack’s journey from a regional Kerala brand to a nationally recognized player in the packed snacks industry demonstrates the power of innovation, quality, and strategic vision. Under the leadership of Manas Madhu and his co-founders, the company has successfully elevated traditional snacks to premium status while maintaining authentic flavors and quality standards. Their continued success in the competitive packed snacks market positions them as a model for other regional brands seeking national expansion.