Meditating on the infinite trends in the food world, there is something inherently familiar about the journey back to what is traditional for us, those authentic Indian snacks. The emergence of premium namkeen in India is more than simply a product mothership advantage. It is a comeback of a moment we thought had long vanished; flavors, rituals, and memories.
Namkeens have always been more than a snacking item. They are an emblem of hospitality. They are a partner in conversation. They are a morsel of childhood waiting within steel dabbas in our grandparents' homes. So what has changed? What is the trend of premiumization?
Consumers are getting smarter. We are searching for authentic Indian snacks which are nostalgic to home; with modern day demands of ingredients, hygienic processes, and mindful packaging. But at the core of demand is access to culture, roots, and ourselves.
Take Murmura for example. It has been a part of countless Gujarati homes, but is now being re-discovered by discerning Indian food lovers looking for a spicy crunchy pleasure. Or Farali Chevda, a newer product that encompasses both taste and health. Even simple Moong Dal is on office desks today, with people willing to give up a traditional snack for convenience.
At Hadvani's, our products Sweet Chevda, Masala Chana and Aloo sev are not just products, they are characters in the story of Indian snacking. Our mission is not to sell snacks, but to preserve and reinterpret flavours that are at the core of our upbringing.
As India develops, it is developing an appetite for more personal experiences, and premium namkeen is not a fad, it is a return, a return to taste and memory, and a return to pride in our people.