Once considered a niche delicacy from India’s heartland, makhana (fox nuts) has taken the modern snack market by storm. No longer just a local favorite, it’s now a go-to choice for health-conscious consumers across the country. With the advent of quick commerce, makhana’s journey from traditional kitchens to modern snack aisles has been nothing short of revolutionary.
Why Makhana Is Stealing the Spotlight
The makhana market in India is on a remarkable growth trajectory. According to the IMARC Group, the market size surged to ₹8.5 billion in 2024 and is expected to more than double, reaching ₹19.6 billion by 2033 with a CAGR of 9.2%
(IMARC Group: https://www.imarcgroup.com/india-makhana-market).
Several key factors are driving this rapid expansion:
Health Revolution: With increasing awareness around fitness and nutrition, consumers are ditching greasy snacks in favor of healthier alternatives like makhana.
Impulse Snacking: The culture of snacking has evolved to be more spontaneous and convenience-driven, perfectly aligning with makhana’s light and tasty profile.
Branding Mastery: Companies are positioning makhana as a guilt-free, protein-packed treat, appealing to both health enthusiasts and casual snackers.
The Quick Commerce Boost
Platforms like Swiggy Instamart, Blinkit, and Zepto are reshaping how snacks are purchased. In a surprising twist, Swiggy Instamart revealed that makhana became the most-ordered snack in 2023, surpassing traditional favorites like chips and chocolates with 1.3 million orders (Times of India).
The Shift from Traditional Retail
Despite the dominance of Kirana stores and supermarkets, which still handle around 90% of grocery sales, quick commerce is rapidly gaining traction. E-commerce, including quick commerce, now makes up 6–10% of FMCG sales, while quick commerce alone contributes about 3–4%. The convenience of quick delivery has undoubtedly transformed buying patterns.
Opportunity for Innovators and Entrepreneurs
The booming makhana market presents a unique opportunity for innovators to make their mark. To ride this wave of growth, consider the following strategies:
Flavor Experimentation: Tap into diverse tastes by introducing bold and unique flavors.
Value-Added Branding: Position your products as not just snacks but lifestyle choices.
Strategic Quick Commerce Partnerships: Collaborate with major platforms to boost visibility and sales.
Consumer-Centric Marketing: Leverage insights into consumer preferences to craft impactful campaigns.
Embracing the Future of Snacking
Makhana is no longer just a food item; it’s a movement that symbolizes modern snacking preferences. Those who understand the dynamics of this evolving market will undoubtedly lead the charge. The time to innovate, invest, and capture market share is now.
Are you ready to be part of this snack revolution? Let’s connect and discuss the future of food entrepreneurship!
By Ramanish Thakur (VP, Tirhutwala.com )
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