Twiddles, a health-focused snacking startup co-founded by cricket legend Yuvraj Singh, is making a strong entry into India’s premium snacking segment. In just three months, the brand has attracted over 20,000 unique customers and achieved an impressive 8% website conversion rate, surpassing industry standards. The company is set to cross ₹2 crore in monthly recurring revenue (MRR) in the next quarter and aims to achieve ₹125 crore in annual recurring revenue (ARR) by the next financial year.
Twiddles operates in the high-protein, clean-label snacking industry, catering to India’s growing demand for nutritious alternatives. With a market projected to grow from ₹42,000 crore in 2023 to ₹95,000 crore by 2032, the startup is leveraging its brand positioning and Yuvraj Singh’s credibility to establish a strong foothold. The brand offers a range of high-protein spreads, bites, and snacks that align with the evolving consumer preference for healthier options.
The Indian snacking industry is witnessing a transformation, with 68% of consumers prioritizing nutritious snacks. Twiddles is capitalizing on this trend by blending taste with health, ensuring mindful indulgence for its customers. The company’s flagship products, including the Almond Crumble Chocolate Spread and energy bites, have gained significant traction. To sustain growth, Twiddles is focusing on product expansion, influencer collaborations, and an omnichannel retail strategy.
As Yuvraj Singh’s startup targets ₹125 crore ARR, it stands at the forefront of the premium snacking revolution in India. By combining innovation, consumer insights, and strategic partnerships, Twiddles is set to redefine the way Indians consume snacks.
1. Introduction to Twiddles: A Premium Snacking Brand
1.1 The Vision and Founders
Twiddles is a premium snacking brand co-founded by former Indian cricket star Yuvraj Singh in collaboration with Alfinity Studios. The brand is built on the philosophy of “mindful indulgence,” ensuring consumers enjoy great-tasting snacks without compromising on health. Yuvraj Singh, a fitness icon, brings credibility and a strong personal brand to the startup, making it a compelling choice for health-conscious consumers.
1.2 The Business and Revenue Model
Twiddles follows a direct-to-consumer (D2C) model, selling its products through its website and major e-commerce platforms. The brand has also started expanding into offline retail. By offering clean-label, high-protein snacks with natural ingredients, Twiddles differentiates itself from traditional FMCG snack brands. Its revenue model is based on repeat purchases, given its high 13% customer retention rate.
1.3 Current Growth and Revenue Trajectory
The startup has already achieved significant milestones in its initial phase. It has surpassed 20,000 unique customers and boasts an 8% website conversion rate. The company projects ₹2 crore in MRR by the next quarter, with an ambitious goal of reaching ₹125 crore in ARR by the upcoming financial year.
2. Market Trends Driving Twiddles’ Growth
2.1 Booming Premium Snacking Industry in India
The Indian snacking market is undergoing a major transformation. The premium segment, valued at ₹42,000 crore in 2023, is expected to more than double to ₹95,000 crore by 2032. With growing awareness around health and nutrition, brands like Twiddles are positioned for massive growth.
2.2 Shift Toward Healthier Eating Habits
Over 68% of Indian consumers now prioritize healthy snacking, particularly high-protein and clean-label products. The rise of fitness-conscious millennials and Gen Z consumers has fueled demand for nutritious alternatives to traditional snacks.
2.3 E-commerce and D2C Growth in FMCG
The online FMCG sector in India has seen exponential growth. Twiddles is leveraging this trend by focusing on digital-first marketing and direct sales, allowing it to build a loyal customer base.
3. Twiddles’ Product Portfolio and Bestsellers
3.1 High-Protein Snacks and Spreads
Twiddles offers a diverse range of nutritious snacks, including:
- Almond Crumble Chocolate Spread: Over 10,000 jars sold
- Protein Bites: More than 50,000 units purchased
- Peanut Butters and Nut-Based Spreads
- Savory Protein Snacks
These products cater to consumers looking for healthy, on-the-go snacking options.
3.2 Ingredient Transparency and Clean Label Approach
All Twiddles products are free from palm oil and artificial additives. They are made with high-quality ingredients like almonds, cashews, and roasted seeds, ensuring both nutrition and taste.
4. Competitive Advantage and Market Positioning
4.1 Leveraging Yuvraj Singh’s Brand Influence
Yuvraj Singh’s association with fitness and health makes Twiddles a trusted brand among consumers. His credibility helps in building brand awareness and attracting health-conscious buyers.
4.2 D2C Strategy and Customer Retention
Twiddles has an industry-leading website conversion rate of 8% and a repeat purchase rate of 13%. This shows strong customer satisfaction and brand loyalty.
4.3 Expanding Retail Presence and Omnichannel Strategy
The startup is now expanding into offline retail to complement its D2C approach. This hybrid strategy will help Twiddles scale rapidly.
5. Future Plans and Growth Strategy
5.1 Product Expansion and R&D
Twiddles plans to introduce more high-protein and clean-label products to cater to diverse consumer preferences.
5.2 Marketing and Influencer Collaborations
The brand is investing in influencer marketing and social media campaigns to drive brand awareness and customer engagement.
5.3 Scaling Up Distribution and Retail Partnerships
Twiddles is looking to establish a strong presence in modern retail stores, supermarkets, and specialty health food stores.
6. Learning for Startups and Entrepreneurs
6.1 Celebrity Founders Can Boost Brand Credibility
Startups backed by celebrities can gain instant trust and market visibility, provided the celebrity aligns with the brand’s values.
6.2 D2C Strategy Works When Combined with Quality Products
Having a direct-to-consumer model can be highly successful if the product meets consumer expectations.
6.3 Health and Nutrition Trends Offer Major Growth Potential
Brands that cater to the rising demand for healthier alternatives can carve out a strong position in the market.
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