Packed for success: Gopal Snacks’ in-house packaging-powered rise

Huble beginings

Sai Deepthi (SD): Gopal Snacks has grown from a local namkeen maker in Gujarat into a listed FMCG company. How did this journey begin, and what was the original vision of the founders?
Naveen Gupta (NG): Gopal Snacks began in 1994 as a small gruh udhyog in Gujarat with a vision to offer authentic, quality and affordable snacks that blend traditional flavours with modern hygiene and convenience. Guided by this vision, we expanded our portfolio, embraced innovation and grew nationwide, evolving into a listed FMCG company while staying true to our core values of quality, consistency, trust and customer delight.

SD: What were the key turning points in the company’s journey in terms of product expansion and geographic reach?
NG: From a gruh udhyog in 1994 to a listed FMCG company in 2024, our growth was shaped by milestones. In the 2000s, we diversified into ganthiya, wafers, extruded snacks and other savouries. The 2010s saw brand building and distribution expansion across Gujarat and neighbouring states. Strategic investments in flour mills, trucks, in-house machinery and packaging strengthened quality and efficiency. We then expanded nationwide to Maharashtra, Rajasthan, Madhya Pradesh and beyond, becoming a household name across India.

SD: What was the thinking behind the ‘control the full value chain’ approach?
NG: To deliver authentic taste and build trust, we reduced dependency on external suppliers. Owning flour mills gave us control over raw materials. Our logistics fleet improved supply chain efficiency. In-house machinery allowed innovation and hygiene at competitive cost. Recently, packaging lines were added to improve shelf life, presentation and scalability. By controlling the full value chain, we ensure freshness and reliability.

SD: At what point did you decide packaging should be brought inhouse?
NG: This was a strategic milestone. As our range and distribution grew, packaging became more than wrapping, it was about freshness, safety and a strong brand identity on the shelves.

SD: It has been reported that Gopal Snacks has 84 products with 276 SKUs. How is the portfolio planned, and what has inhouse packaging delivered?
NG: A dedicated product development and strategy team, combining R&D, marketing, procurement and sales, ensures every new launch complements the range while addressing consumer trends. In-house packaging has delivered cost efficiency, better inventory management, faster turnaround and innovation at lower cost. Plus the IPO in March 2024, has given us greater access to resources, enabling us to scale packaging, modernise operations and strengthen the supply chain.

Naveen Gupta, chief business officer, Gopal Snacks

SD: The Indian snacks market is expanding at 8–9% CAGR. How do you plan to capture this growth?
NG: We are expanding in-house facilities for traditional namkeen to ensure quality, while flexible lines and advanced packaging help us adapt quickly in newer categories. This balances core strengths with emerging demand.

Packaging and snack segments

SD: What are your distribution priorities, and how does packaging design or format support logistics?
NG: Distribution focuses on strengthening regional hubs and optimising last-mile reach. Our packaging enhances durability, shelf life and transport efficiency, ensuring products reach consumers in perfect condition.

SD: How do you tailor packaging for different consumer segments and channels and are you exploring new snack categories beyond namkeen?
NG: Small, affordable packs suit traditional retail. Larger family packs with attractive designs work in modern trade. For eCommerce, durable, tamper resistant packaging ensures safe delivery and strong online presentation. We are planning to expand our portfolio with new flavours and formats while retaining traditional favourites.

SD: With new sub-brands like Cristos Chips and Shot Go Noodles, what export markets are you targeting? How will packaging differ?
NG: We are expanding into the Middle East, Southeast Asia and select Western markets. Export packaging meets global standards with clear labelling, multilingual details and durability for shipping, while remaining vibrant and consumer-friendly.

SD: Do you have separate standards and SOPs for international packaging?
NG: We comply with each country’s regulations, labelling norms and food safety guidelines. Packaging is designed for durability, proper sealing and logistics to maintain product quality during shipping.

SD: How does Gopal Snacks differentiate itself in a competitive snacks market?
NG: We are investing in baked and multigrain products and quick-consumption formats that balance taste with health. This ensures we keep pace with changing lifestyles and anticipate future trends.

In-house packaging operations

SD: Could you describe your in-house packaging facility?
NG: It runs fully automatic vertical and horizontal (VFS) machines with an output of 5,000-packs per hour. Having our own in-house packaging facility ensures quality, consistency and innovation, allows customised packs, improves durability and streamlines logistics. Not just that, it also allows for better cost control, consistent quality, operational flexibility and faster product launches.

SD: Are you using robots, vision systems or Industry 4.0 sensors?
NG: We don’t use robots, but employ sensor-enabled packaging machines and an automated storage and retrieval system (ASRS) system for efficiency and quality. This blends technology with human expertise, creating jobs while supporting communities. We are also exploring smart packaging and QR codes to enhance traceability, engagement and product experience.

SD: What hurdles and opportunities do you see in greener packaging?
NG: Opportunities include brand reputation, consumer demand and lower environmental impact. Hurdles are higher material costs, ensuring durability and adapting machinery.

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