Amit Kumat's company is one of the fastest growing in a space that's difficult to succeed in. His secret: Getting the flavour right. Amit Kumat laughs: "That's not happening in the next decade." The subject of discussion is healthy potato chips.
"All that the consumers care about is the taste; this health thing is just a fad," he says. All ye city slickers may look aghast and consider Kumat's utterances blasphemous. But think about this: The snack food market in India is worth Rs 10,000 crore with 12,000 tonnes being consumed every year.
Ten years ago the consumption number was 1,000 tonnes. Kumat knows what we may not care to admit. That this stuff is sinful and no one can eat just one!In the last decade, Kumat and partners—brother Apurva and Arvind Mehta—have bootstrapped their way to becoming among the top five snack manufacturers in the country.
Forbes India News Service , Jul 17, 2012
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