In 1994, when India’s snack aisles brimmed with loose, unpackaged nibbles, a small family business made a bold move. Mohit Jain of Delhi’s DFM Foods introduced a unique corn-based snack called Crax corn rings using an Italian machine, despite rejection from nearly every shopkeeper in the country. Fast forward to today, and those very rings are among the most cherished snacks for Indian children. What began as a risky experiment has now blossomed into a ₹2,500 crore snack empire.
Crax Corn Rings Took On The Market With Innovation And Resilience
The early days of Crax corn rings were anything but smooth. Shopkeepers resisted the idea of stocking expensive packaged snacks, especially ones made from corn. According to a report by Business Standard, the Indian snack market in the 1990s was dominated by local, affordable, and familiar items sold loose.
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Despite widespread scepticism, the Jain family focused on quality and innovation. They designed Crax with children in mind, prioritising a distinctive texture and shape that would stand out. Bright yellow packaging made it attractive, while the crunchy rings delivered a satisfying snack experience. What turned heads, however, was their marketing twist—surprise gifts inside every pack.
Smart Promotions Helped Crax Corn Rings Win Children’s Hearts
DFM Foods knew that getting children excited was the key to driving demand. They partnered with animated films like Ice Age 4 to create buzz around the brand. These collaborations built a strong emotional connection with young snackers. As children began asking for the product, shopkeepers had no choice but to start stocking it.
As reported by Forbes India, this child-focused strategy paid off. The company rapidly expanded its product range, adding items like Natkhat wheat puffs to its portfolio. The shift from a struggling flour mill to a flourishing FMCG brand was evident across retail shelves nationwide.
Crax Corn Rings Became A ₹2,500 Crore Powerhouse
DFM Foods scaled up operations with state-of-the-art factories across India, producing more than 15 different snacks. Their flagship, Crax corn rings, became a cultural phenomenon. By 2019, the brand’s remarkable growth attracted international attention.
According to The Economic Times, global private equity firm Advent International acquired DFM Foods in a deal worth ₹850 crore. This milestone marked Crax’s entry into the global investment spotlight and validated its influence in the Indian snack space.
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What started as a single corn ring that couldn’t find a buyer in 1994 now defines snack time for millions. Crax’s story is proof that vision, persistence, and a dash of fun can turn rejection into national recognition.
Cover Image Courtesy: Crax/Website & Canva Pro