Uncle Chipps

Uncle Chipps is a brand of potato chips that is marketed in India.[1] It was launched on 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by PepsiCo), India in 2000.[2]

Uncle Chipps
Product typePotato chips
OwnerPepsiCo
Produced byFrito-Lay
CountryIndia
Introduced1992 (1992)
MarketsAsia
Previous ownersUncle Chipps Co. Ltd
Tagline"Bole mere lips. I love Uncle Chipps"

History

Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share,[3] thereafter saw competition bring its market share down to 30-35% by 2000.[4] Originally owned by the Amrit Agro Ltd., it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.[5]

It was sold for $16.6 million.[6] Noted film music director Shantanu Moitra started his composing career with the hit-jingle with Rohit Nagar, "Bole mere lips I love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency.[7]

Though Amrit Agro continued marketing snacks under other brands, it completely exited the snacks business in December 2002.[8]

Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India.[9] The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps".[10] Uncle Chipps until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that it was looking to market Uncle Chipps on a pan India level.[11]

References
  1. "Uncle Chipps launches Rs 2-crore Millennium Offer to woo kids". The Indian Express. 20 January 2000. Retrieved 21 February 2012.
  2. "History of Uncle Chipps". PepsiCo.
  3. "Uncle Chipps in 70g packs, four variant". The Indian Express. 15 July 1998. Retrieved 21 February 2012.
  4. "Pepsi sees greater synergies after Quaker Oats buyout". The Financial Express. 6 December 2000. Retrieved 21 February 2012.
  5. "Uncle Chipps shareholders ratify takeover by Frito-Lay". The Financial Express. 17 October 2000. Archived from the original on 16 January 2013. Retrieved 21 February 2012.
  6. Todd Brewster, Peter Jennings (2002). In Search of America. Hyperion Press. pp. 111. ISBN 1-4013-0032-4.
  7. Thank an ad crisis for Parineeta's music Rediff.com, 9 June 2005.
  8. "Amrit Agro exits ethnic snacks biz". The Hindu. 21 December 2002. Retrieved 21 February 2012.
  9. Majumdar, Ramanuj (19 December 2007). Product Management In India 3Rd Ed. PHI Learning Pvt. Ltd. p. 102. ISBN 978-81-203-3383-3.
  10. "Munching on Salty Success". The Financial Express. 15 July 2010. Retrieved 21 February 2012.
  11. "Frito Lay set to increase footprint of regional brands". The Hindu. 21 August 2010. Retrieved 21 February 2012.
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