For most Indians, a snack is not chosen because of its nutritional label.

It is chosen because it tastes good, fits the budget, and is available when the craving hits.

That creates a difficult problem for healthy-snacking brands. The moment a product feels like a compromise, consumers have thousands of alternatives waiting.

Arjun Veer Singh and his co-founder Pawanjot Singh saw that gap themselves. As fitness enthusiasts, they found many options caught between two extremes: products that were too expensive to eat regularly or products that were better nutritionally but did not taste good enough to become an everyday snack.

As Arjun has described it, the market felt stuck between "junk and boring."

That frustration became the starting point for Twirtles.

The question was not how to convince Indians to stop eating chips.

It was simpler:

What if the chip itself could become better?

Twirtles was founded in 2024 with the idea of making better-for-you snacks that people would actually want to eat.

But the founders did not want to build another premium fitness-snacking brand.

One of their early bets was price.

Twirtles introduced products such as ragi, beetroot and oats chips in the ₹20 segment, aiming to put healthier alternatives in the same places where conventional snacks already win: offices, gyms, college campuses and everyday retail counters.

That mattered because a ₹200 health snack and a ₹20 snack serve very different consumers.

At ₹20, a product can become an impulse purchase.

Someone does not need to plan to buy it. They can simply pick it up.

Instead of asking consumers to change their snacking habits, Twirtles was trying to fit into the habits they already had.

Twirtles took that idea further with Superpuffs, which the company positions as India's first range of protein chips fortified with vitamins and minerals.

The range combines protein with nutrients such as B12, iron, vitamin C, vitamin D, calcium and zinc across different flavours.

But the product proposition created a bigger challenge.

How do you put protein and micronutrients into a chip without making it feel like a health product?

Because, according to Arjun, taste is still primary in India.

The team spent months working through R&D, nutrition discussions and repeated tastings to find the right balance between nutrition, taste and crunch.

That balance matters.

Consumers might try a product because it has 12.5 grams of protein or added vitamins.

But they will not come back if they do not enjoy eating it.

For Twirtles, the goal is straightforward: let taste bring people in and let the nutritional benefits come along with it.

Superpuffs also created a different challenge: explaining why the product should exist.

Protein chips are relatively easy to understand.

A protein chip fortified with vitamins and minerals requires more explanation.

Why does a chip need B12 or iron? What does fortification actually mean?

Arjun has shared that the team has gone directly into retail stores, put the product into consumers' hands and explained the proposition.

That is because Twirtles is not just selling another flavour of chips.

It is trying to introduce a different kind of snack.

And category creation rarely happens through advertising alone.

One of the more interesting signals for Twirtles has been customer pull.

After the Superpuffs launch, Arjun shared that customers began asking where they could buy the product again and when it would become available on platforms such as Blinkit, Zepto and Instamart.

That matters more than a first purchase.

People can try a new product out of curiosity.

The bigger test is whether they want it again.

Arjun has also personally taken the product to consumers and asked for direct feedback. The responses he shared suggested that many people did not immediately associate the product with a typical protein snack, which is exactly the reaction Twirtles is looking for.

The less the consumer feels they are compromising on taste, the better the product is doing its job.

Like most FMCG brands, Twirtles now faces a challenge beyond the product itself: getting the product in front of enough people.

The company has been building across quick commerce and offline channels, including vending machines, general trade, modern trade and institutional partnerships.

Arjun has publicly shared that Twirtles reached more than 120 cities across 22 states through Blinkit, while also building an offline presence across more than 10 states.

He has also said the business has achieved seven-figure monthly revenue and operational profitability without raising external capital. These are company-reported figures.

That bootstrapped approach brings both discipline and pressure.

Every product has to move.

Every distribution decision has to make sense.

And growth cannot simply be bought through marketing spend.

The bigger challenge for Twirtles may come next.

Fortification is not necessarily a permanent moat.

If the category proves successful, larger FMCG companies already have the manufacturing capacity, distribution networks and marketing budgets to enter the space.

Being first can bring attention.

It does not guarantee that you will own the category.

Twirtles' real advantage will therefore have to come from elsewhere: taste, repeat purchase, brand trust and distribution.

The company may be first to introduce the idea.

The bigger challenge is making sure consumers remember Twirtles when others eventually follow.

Twirtles' most interesting bet is not that vitamins can sell chips.

It is that taste can sell nutrition.

The company is not asking consumers to dramatically change their snacking habits or become fitness enthusiasts.

It is trying to make the healthier choice feel like a normal one.

The strategy is simple: start with familiar snacks, keep the price accessible, make taste the priority, and build the nutritional benefits into the product.

Superpuffs is the clearest example of that approach so far.

The next challenge is whether Twirtles can turn curiosity into habit while scaling its distribution and defending its position as larger players enter the category.

But if it can make better-for-you snacking feel like ordinary snacking, that could be a much bigger opportunity than simply selling another healthy chip.