From Debt to Dominance: Amit Kumat’s Uncharted Odyssey in the Snack Industry

In the realm of entrepreneurship, where challenges serve as the crucible for innovation and determination, Amit Kumat’s extraordinary journey unfolds as a testament to the tenacity of a true visionary. His narrative, shaped by financial setbacks, culminated in his ascent as a luminary in the Indian snack industry. As we unravel the odyssey of Amit Kumat’s entrepreneurial pursuit, we glean insights and lessons that resonate with business professionals and startup enthusiasts alike.

Amit Kumat’s venture into the business arena commenced with a daring shift. Initially entrenched in the snacks industry, he took a risky detour into chemicals manufacturing—a decision that soon plunged him into a financial quagmire. Within a brief year, this leap of faith resulted in a staggering debt of Rs. 6 crore. While many might have succumbed to such adversity, Amit chose a path less travelled.

At the age of 48, Amit Kumat found himself back in India after a stint in the US, in pursuit of elusive job opportunities. Undeterred by setbacks, he embarked on a business journey with “Dealinchem,” a chemical dye enterprise in 1999, only to face failure in the aftermath of the Dotcom burst. Within a year, this endeavour left him burdened with an overwhelming debt of Rs. 6 crore.

Returning to his roots in Indore, Amit joined his father’s clothing business. Despite achieving success and repaying debts, a sense of diminished respect lingered. Many believed he thrived on his father’s legacy. Eager to carve his path, Amit stepped away from the family business, determined to chart a course uniquely his own.

The turning point materialized when he conceived the idea of “Peppy Cheese Balls,” targeting the underpenetrated markets of Indore. In 2002, Prakash Snacks was born as Amit collaborated with his brother’s classmate, securing Rs. 15 lakhs on the condition of repayment if the venture faltered.

Operating from a modest 100 sq. ft. office in Indore’s Navlakha locality, Amit imported cheese balls from Lucknow, processing them into a product that swiftly gained traction. Within three years, revenues soared from Rs. 22 lakhs to an impressive Rs. 7 crore.

Seizing the momentum, Amit established a factory in Indore in 2006, introducing chips under the brand “Yellow Diamonds” and challenging Pepsi’s iconic “Kurkure” with the launch of “Chulbule.” Expanding into Delhi and Haryana, Amit faced adversity once more as industry giants Haldirams and Balaji Wafers cast a formidable shadow.

Undeterred, Amit implemented a strategic move, packing the Rs. 5 pack with 30 gm of chips compared to the rivals’ 22 gm. This innovative approach propelled Prakash Snacks from a 1% market share to a robust 4%, focusing on affordability and value.

Expanding its footprint to Mumbai and Pune, Prakash Snacks drew distribution requests from rural corners of India, prompting Amit to establish a new entity. In 2010, Prataap Snacks emerged from this evolution.

By 2011, Prataap Snacks doubled its capacity, reaching 12,500 metric tons with a plant in Indore, marking its ascent as a Rs. 150 crore company. The growth caught the attention of Sequoia Capital, leading to a substantial investment of 62 crore in 2012.

With newfound capital, Prataap Snacks ventured into the Rings category and inaugurated a factory in Guwahati. Amit’s creative spark continued as he introduced toys inside chips, increasing the quantity by 25% for the younger audience. The brand found an illustrious face in Salman Khan, appointed as the brand ambassador in 2016.

Post-IPO, Prataap Snacks expanded its portfolio to include Nachos and Sweets, evolving into a Rs. 1400 crore brand with 14 manufacturing plants, 4100 distributors, and a presence in 1.7 million retail outlets across India. Selling over 11 million packets daily, Prataap Snacks emerged victorious, silencing the competition.

Haldirams, a giant in the industry, extended an offer to acquire Prataap Snacks for approximately Rs. 3000 crore, affirming that Amit’s life embodies not just his brand tagline but an unwavering spirit— “Dildaar hai Hum.”

Amit Kumat’s journey offers several invaluable lessons for those looking to embark on their own entrepreneurial quests. It underscores the significance of resilience in the face of adversity, the ability to spot opportunities where others might see obstacles, and the importance of collaboration and calculated risk-taking.