Lay’s rolls out refreshed brand identity in India

The updated packs will reach retail shelves from the first week of March, supported by a new campaign titled Lay’s Ke Liye Kuchh Bhi, featuring actor Ranbir Kapoor. Saakshi Verma Menon, chief marketing officer – foods, PepsiCo India, said the redesign aims to sharpen shelf visibility and reinforce the brand’s positioning around farm-sourced potatoes.

The new packaging retains the brand’s sun and red ribbon elements while introducing Lay’s Rays, sun-inspired graphics radiating from the logo. The redesign includes a refined logo, custom typeface, ingredient-led colour palettes and more prominent product photography.

In India, the refreshed packs will transition to a polyolefin-based recycle-ready structure, which the company said is intended to improve end-of-life outcomes when collected as post-consumer waste. The packaging has been designed in-house by PepsiCo Design and Innovation.

PepsiCo had first announced the global refresh in October 2025, alongside a commitment that core products would be made without artificial flavours or colours from artificial sources by the end of 2025.

Lay’s has been present in India for over three decades and continues to lead the organised potato chips segment, with industry estimates placing its market share at around 45%. The brand has historically relied on localised flavours and deep distribution reach, while recent strategies have included premium offerings and portfolio segmentation to address rising regional competition.

The refreshed identity will roll out across retail, eCommerce and quick-commerce channels.