Twiddles, a health-focused snacking brand co-founded by former cricket star Yuvraj Singh, is quickly gaining popularity in India’s growing premium snacking industry.
Launched just three months ago, the brand has already attracted thousands of customers and is set to cross ₹2 crore in monthly revenue in the next quarter.
It aims to reach ₹125 crore ($15 million) in annual revenue by the next financial year.
Started in partnership with Alfinity Studios, Twiddles is tapping into India’s increasing demand for healthier snacks.
The country’s premium snacking market is expected to more than double from ₹42,000 crore ($5 billion) in 2023 to ₹95,000 crore ($11.5 billion) by 2032.
“Balance is at the core of everything I do, whether on or off the field,” Singh said in a statement. “Twiddles embodies this philosophy by blending indulgence with health. After all, no one eats perfectly every day, and it’s okay to indulge—just mindfully.”
The brand has already gained over 20,000 unique customers, with an 8% website conversion rate—higher than the industry average. About 13% of buyers have returned for repeat purchases, showing strong customer interest.
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Over 68% of Indian consumers now prefer healthier snacks, driving demand for protein-rich, clean-label products.
Twiddles is tapping into this trend with high-protein bites, spreads, and snacks. Its Almond Crumble Chocolate Spread has sold 10,000 jars, while 50,000 energy bites have been purchased online.
Despite competition from big brands, Twiddles is carving a niche with its “mindful indulgence” concept, backed by Yuvraj Singh’s fitness credibility.
“Our initial momentum is a testament to the vast potential of India’s premium snacking segment,” said Rishi Dewan, co-founder of Alfinity Studios. “With Yuvraj Singh as a co-founder, we are combining credibility, innovation, and deep consumer insights to build a brand that resonates with modern snackers.”
The brand plans to expand its product range, partner with influencers, and strengthen its online and offline presence, positioning itself as a major player in the evolving snacking industry.
