Jaipur | Rajshree Upadhyaya | Akul Goel and Dia Goel have established a unique position in India’s food startup ecosystem by launching HOOKd, the country’s first chicken chips brand. HOOKd is an Indian direct-to-consumer (D2C) food startup that gained widespread recognition after appearing on Shark Tank India Season 5. The sibling duo founded the company in 2021 under the legal entity Buzinga Eco Foods Private Limited.
The startup was launched at a time when India’s packaged snacking market was rapidly shifting towards protein-rich and functional foods. The founders built the brand around a highly distinctive concept for the Indian market-chicken-based chips designed as a modern alternative to traditional fried snacks. From the very beginning, HOOKd focused on creating an entirely new category within the Indian snack industry through its flagship innovation: chips made from 100 percent real chicken. The concept replaced the conventional potato base with chicken breast meat. The objective was to offer a high-protein snacking option while retaining the familiar crunch and flavor experience associated with chips.
Over time, the product range expanded to include flavors such as Classic Chicken Chips, Tandoori Chicken Chips, Peri Peri Chicken Chips, and BBQ Chilli Chicken Chips. All products were positioned as convenient, ready-to-eat protein snacks. The brand also emphasized its identity as a high-protein packaged snack, targeting fitness-conscious consumers, keto dieters, and urban millennials seeking healthier indulgence options.
The concept originated from the founders’ experimentation in 2021, and the early stages of product development received support from startup incubators and mentorship programs. These initiatives helped refine the product formulation, packaging, and market positioning. However, the brand remained relatively low-profile during its initial years and began receiving broader attention only around the time of its appearance on Shark Tank India, where it officially introduced its products to a national audience.
Emphasis on Strong Unit Economics
HOOKd entered Shark Tank India Season 5 with a pitch that positioned the company as India’s first real chicken chips brand and a disruptive player in the protein-snacking category. The founders highlighted the strong unit economics of the product and emphasized that each serving contained approximately 17 grams of protein and significantly lower carbohydrate content compared to conventional chips. They sought an investment of Rs. 50 lakh in exchange for 7 percent equity, valuing the company at approximately Rs. 7.14 crore at the time of the pitch.
During the episode, the sharks appreciated the novelty of the concept and its early traction but questioned whether Indian consumers would adopt chicken-based chips as a regular mass-market snack. Concerns were raised regarding scalability, category acceptance, and whether the product could move beyond a health-conscious niche audience into mainstream FMCG distribution. Despite these concerns, the startup’s business fundamentals and attractive margin profile made the pitch competitive. The company eventually secured a deal with investor and entrepreneur Varun Alagh, who invested Rs. 50 lakh for a 20 percent equity stake, valuing the startup at approximately Rs. 2.5 crore.
Expanding Reach Among Fitness-Focused Consumers
Following its appearance on Shark Tank India, HOOKd experienced a significant increase in visibility. The company expanded its distribution through online platforms, quick-commerce services, and selected offline retail outlets across cities such as Delhi-NCR, Dehradun, and Hyderabad. The brand leveraged this exposure to strengthen its presence among early adopters and fitness-focused consumer segments. However, its growth remained at an early stage, and its reach continued to be limited compared with established snack brands operating in India’s highly competitive FMCG sector.
According to the latest verified information, HOOKd continues to operate as a niche snack brand rather than a large-scale mainstream FMCG company. Although it has not yet achieved widespread retail dominance, the company remains active in the market and continues to sell its protein-rich chicken chips through selected online and offline channels.
Redefining Everyday Snacking
Overall, HOOKd stands out as one of the most experimental food startups to emerge from Shark Tank India. Built around a protein-first approach, the company aims to redefine everyday snacking by introducing an entirely new category of food products to Indian consumers. Founded in 2021, HOOKd continues to operate as a functioning business while navigating the challenges of educating consumers about a new food category and expanding beyond its startup origins. As it grows, the brand remains focused on making protein-rich snacking more accessible and appealing to health-conscious consumers across India.
