Rajshree Upadhyaya | Jaipur | Business Remedies | April 08, 2025 | In Kolkata, Shashwat Goenka saw an opportunity to transform India’s snacking habits. As the son of Sanjiv Goenka, chairman of the RP-Sanjiv Goenka Group, he belonged to a business legacy spanning power, retail, and media. However, his focus lay in the fast-moving consumer goods (FMCG) sector, particularly the growing demand for healthier snacks. With rising health awareness, Indian consumers were looking for alternatives to deep-fried, fat-laden snacks. Recognizing this gap, he launched Too Yumm! in 2016 under Guiltfree Industries Ltd., a subsidiary of the RP-Sanjiv Goenka Group, with the vision of offering guilt-free indulgence.
Too Yumm! introduced a range of baked, not fried, snacks with up to 40% less fat than conventional options. This innovation aligned perfectly with shifting consumer preferences. To reinforce the brand’s credibility, Shashwat partnered with Indian cricket captain Virat Kohli, a fitness icon known for his disciplined lifestyle. Kohli’s endorsement helped Too Yumm! position itself as a brand that combined great taste with health, making snacking a guilt-free experience for millions of Indians.
As the brand gained traction, it expanded its product portfolio to include multigrain chips, quinoa puffs, foxnuts, wheat thins, and veggie sticks. These offerings appealed to a wide audience, from fitness enthusiasts to everyday snack lovers. Too Yumm!’s affordability, with trial packs starting at just Rs. 5, made it accessible to students, professionals, and families alike, further fueling its popularity.
Marketing played a crucial role in Too Yumm!’s success. The brand leveraged high-visibility platforms like the Indian Premier League (IPL) to reach a massive audience. A 60-second television commercial featuring Virat Kohli reinforced the brand’s messaging, making a lasting impact. Alongside traditional advertising, Too Yumm! focused on digital campaigns and in-store promotions, ensuring strong brand recall and customer engagement.
While Shashwat led the brand’s growth, his father, Sanjiv Goenka, provided strategic guidance, ensuring the business remained ahead of market trends. The RP-Sanjiv Goenka Group’s financial strength and extensive distribution network enabled Too Yumm! to scale rapidly. To meet growing demand, the company invested in state-of-the-art manufacturing facilities in Rajkot and Hyderabad. In December 2018, an additional Rs. 247 crore was allocated for a new plant in Telangana, highlighting the group’s long-term commitment to the brand’s expansion.
A key figure in Too Yumm!’s operational success was Suhail Sameer, a seasoned business leader with expertise in consumer industries. Having previously worked at McKinsey & Company, Suhail played a pivotal role in executing the brand’s vision. Under his leadership, Too Yumm! became one of the fastest-growing snack brands in India, crossing the $50 million revenue milestone in record time. He also championed ethical sourcing, direct procurement from farmers, and employment opportunities in economically weaker regions, reinforcing the brand’s commitment to responsible business practices.
Too Yumm!’s rapid growth was reflected in its market performance. Within just 17 months of its launch, it secured a 3.5% share of the Western snacks market. By the end of 2018, the FMCG division of the RP-Sanjiv Goenka Group reported a monthly turnover of Rs. 50 crore, with projected annual revenues reaching Rs. 1,000 crore by mid-2019. The brand received numerous accolades, including being named one of India’s 50 Transformational Brands by WCRC and winning the FSSAI ‘Eat Right Award’ in 2019.
Beyond financial success, Too Yumm! reshaped consumer preferences by proving that healthier snacking options could be both tasty and accessible. By blending product innovation, strategic marketing, and high-profile endorsements, the brand carved a new niche in India’s competitive snack industry. With continued investments in infrastructure and marketing, Too Yumm! remains a formidable player in the FMCG sector. The brand’s journey is a testament to Shashwat Goenka’s entrepreneurial foresight, Sanjiv Goenka’s strategic leadership, and Suhail Sameer’s operational expertise. Together, they built a brand that not only disrupted the snack industry but also inspired a movement toward mindful snacking in India. Too Yumm! continues to stand as proof that taste and health can go hand-in-hand.
Written & Edited By:
Rajshree Upadhyaya
