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Chitale Bandhu forays into the category of snack bar; launches BINGEBAR™

  • Looking at it as a 200 Cr market segment
  • Bingebar will offer traditional Indian namkeens such as Bhel, Chivda in snack bar form making it a single-serve, convenient to eat product without compromising on the taste

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Mumbai/ Pune, 27 October 2021: Chitale Bandhu, an 82- year- an old company with a rich legacy and best known for its iconic Sweets in Maharashtra, announced the foray into the snack bar category with the launch of brand BINGEBAR™. The brand offers a range of traditional Indian namkeens that would be sold in bar form making it extremely convenient for the consumers to binge eat their favourite namkeen. The product portfolio includes Bhel Bar, Lemon Bhel Bar, and Lite Chivda Bar. With this launch, Kedar and Indraneel Chitale, the young leadership of Chitale Bandhu Mithaiwale, are taking the brand into an all-new category of snacking bars with a vision to reach 200 crore revenue.

Indraneel Chitale
Indraneel Chitale

Mr Indraneel Chitale, Managing Partner, Chitale Group, said, “We at Chitale Bandhu are dedicated to providing the best snacking options to our customers. Through better product development and innovation we want to enable consumers to enjoy traditional snacks without the hassles of packaging which is currently pillow pouches. We also foresee a huge business potential in this category which was largely untapped so far. We aim to bring convenience to our customers where they can eat their traditional snacks anywhere, on the go.”

Chitale Bandhu is a brand known for its irresistible range of sweets and snacks. Keeping the tradition of taste, BINGEBAR™ aims to turn Indian snacks into a single-serve, convenient-to-eat product without compromising on the palate. With the significant investments, the company has set up its manufacturing unit for the processing of these unique bars. The bar is thoughtfully priced for Rs. 10 and would be available in Mumbai and Pune initially. The products are organic with no added preservatives, colours, or flavours and retain the originality of traditional Indian snacks.

Kedar Chitale
Kedar Chitale

Chitale has turned the popular Bhel and Chivda into snacking bars as they are ever-present staples of an Indian palate. Some memories are built around these food items and every region has its special way of making them. Generations of Indians consume these popular food items. With snacks like these one cannot stop at one bite but always keep craving for #EkAur. These snacks hitting the right spot on our taste buds makes us want to keep eating them, or as they say in pop culture; binge eating.

The brand has launched BINGEBAR™ in a most traditional yet gripping manner. Bhel vendors distributed the product in the most traditional manner with an urban twist. The vendors gathered an audience in the prime locations of Mumbai like Carter road and Dadar Chowpaty. The product is now available in Mumbai and Pune with plans to expand in domestic and global markets as well.

About Chitale Group:

Founded in 1939, the Chitale Group is one of the largest and most admired conglomerates from Maharashtra. It enjoys leadership and has a strong presence in sweets, dairy and namkeens and exports in countries across the world like the USA, UK, Middle East, Europe, Africa, Australia, New Zealand and Singapore with over 400+ distributors. It currently has 6 manufacturing locations, 21 full-fledged stores and 30 and growing Chitale Xpress Stores. Chitale Group aims to increase production of current ranges, the addition of product ranges like finger snacks, bakery,  healthy products, allergen-friendly products and vegan and plant-based products that appeal to a wider audience not just limited to India but also globally.

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