Not all packaged foods are unhealthy—just ask Beyond Snack founder Manas Madhu

"The truth is, with the right superior ingredients and processes, packaged snacks can be clean, consistent, and safe" Manas Madhu in this Startup Chit Chat.
Manas Madhu of Beyond Snack
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3 min read

In one sentence, what problem does your startup solve?

We’re bringing our beloved banana chips into the global snacking mainstream—by turning a traditionally unorganised product into a consistent, high-quality, and widely available brand

When did the idea hit you—and what was the first thing you did next?

The idea struck me during a trip to Mumbai for a trade show. On the way, I picked up a pack of jackfruit chips. The quality was clearly subpar—and worse, it gave me a bad stomach. That experience really stuck with me. I started wondering why something as loved as jackfruit or banana chips didn’t have a single trusted, branded player behind it. After returning, the first thing I did was visit over 40 places that made these chips.

What I saw confirmed my doubts—no standardisation, inconsistent hygiene, and hardly any focus on quality. That’s when I knew there was a real gap to be filled, and I decided to build something that could truly raise the bar.

How did you fund the early days—bootstrapped, borrowed, or begged? (Be honest!)


I started by bootstrapping with my personal savings (I previously worked at an MNC). But by the time I finally cracked the product, those savings had dried up. That’s when I turned to borrowing—from my father initially—which helped me set up a small but decent manufacturing unit.

As things progressed, I approached banks for loans to support early growth. Once the business started showing traction, I began reaching out to investors. So yes, it really was in that exact order: bootstrapped, borrowed, and then begged!

In simple words, what's your revenue model?

Beyond Snack is like that of any FMCG brand. We manufacture high-quality banana chips and sell them to consumers through three main channels:

General Trade (GT) – regular retail stores and supermarkets; Modern Trade (MT) – organised retail chains like Reliance, Spencer’s, and More; and, e-commerce and quick commerce platforms like Amazon, Flipkart, BigBasket, Blinkit, Swiggy Instamart, and Zepto.

We earn by selling our products across these channels.

What’s one business myth you’d like to bust right now?

“That all packaged foods are unhealthy.”

It’s a lazy generalisation. The truth is, with the right superior ingredients and processes, packaged snacks can be clean, consistent, and far safer than many of the loose, unregulated options sold in the market. Packaging doesn’t mean compromise—it can actually mean better hygiene, quality control, and transparency when done right.

What’s your team strength today—and who was the first person you ever hired?

Beyond Snack is around 168 people strong today, spanning across management, factory workers, sales executives, and operations staff. It all began with just me and my wife working together to get things off the ground. The first official hire was actually a close friend from college, Rakesh—we were roommates back then, and today, he’s a core pillar of our operations.

One hiring lesson I’ve learned is this: always evaluate capability but hire for attitude. In my experience, the best results have come NOT from the most qualified person on paper, but from the one who is most passionate about the brand. Passionate people bring ownership, grit, and a solution-first mindset—even when they don’t have all the answers. That attitude is irreplaceable.

If someone invests ₹10 crore right now, where would you spend it first?

Sales and distribution—without a doubt. Indian brands are built on the back of strong distribution. Our mission now is to make Beyond Snack available at an arm’s length wherever the consumer is—be it a local store, a supermarket, or an online platform. For that, we need to strengthen and expand our reach across geographies, deepen market penetration, and build the right trade infrastructure. Distribution is the engine—and that’s where we’d put the fuel.

Your first-ever pitch deck—how different was it from where you are now?

It was a day and night difference. In the beginning, there’s a certain naivety—we feel the need to include everything we’ve done, every small win, and every detail. My first pitch deck was honestly quite immature, and if I had to rate it, I’d give it a zero.

Over time, I’ve realised that pitching is not about dumping information; it’s about storytelling. A good pitch weaves together the right insights, emotions, and vision—it should show investors how the world becomes a better place with our product or service in it.

Your biggest milestone so far—something that made you feel, “We’re onto something.”

One moment that really stood out was when we started getting repeat orders in General Trade—even without running any trade schemes or heavy discounts. Retailers were reordering simply because consumers were coming back and asking for it.

Around the same time, a major q-commerce platform highlighted our product as a hero item in their snack category because of the consistent velocity. That’s when it hit us—this isn’t just a novelty or a one-time trial product. People genuinely love it, and we’re not just selling snacks—we’re building out an entirely new category. That felt real.

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