In the crowded landscape of Indian FMCG, where traditional snacks like bhujiya and imported chips dominate, 4700BC carved out an unexpected niche. Founded by Chirag Gupta, this gourmet popcorn brand turned a humble snack into a premium, aspirational product. Today, it’s synonymous with high-quality snacking and is recognized for its innovative flavors, sleek packaging, and bold collaborations.

Gupta’s vision was to elevate popcorn from a casual movie-time treat to an everyday indulgence. “We’ve been growing almost 50 percent year-on-year for the past seven to eight years, proving that consistent innovation and agile execution can make a difference,” he shares. Starting with popcorn, the brand has expanded into categories like Crunchy Corn and protein pops, continually pushing the boundaries of what snacking can be.

Listening to the Market

For 4700BC, staying relevant means staying curious. Gupta credits the brand’s ability to adapt quickly to emerging trends as its core strength. “We’re always observing international and domestic trends,” he explains. “For instance, the popularity of spicy Korean flavors inspired us to create our version with a local twist, branded under names like Devil’s Spice. Similarly, pistachio-filled chocolates trending in Dubai inspired us to experiment with premium Indian flavors.”

The key lies in balancing inspiration with innovation. Rather than merely replicating global trends, 4700BC adapts them for the Indian palate. This approach ensures the brand stays ahead of the curve, meeting consumer expectations without losing its distinctive identity. Gupta emphasizes the importance of agility in this process. “Large FMCG companies might take 12 months to launch a product. We aim to do it in two to three months,” he says. This rapid turnaround is vital in keeping up with the dynamic preferences of Gen Z and millennials.

The Triple Play

Every successful brand stands on a foundation of strong pillars, and for 4700BC, these are product differentiation, world-class packaging, and innovative marketing strategies.

1. Product Differentiation: At its core, 4700BC aims to offer something unique. “We’ll never launch another potato chip,” Gupta asserts. Instead, the brand focuses on categories like protein pops, Crunchy Corn, and its signature gourmet popcorn. These products are designed to offer consumers something they can’t find elsewhere, blending novelty with quality.

2. Packaging Excellence: Gupta believes packaging plays a pivotal role in creating a first impression. “Our packaging is designed to be clean, modern, and international,” he explains. This not only aligns with Gen Z’s aesthetic preferences but also positions the brand as a premium choice on retail shelves.

3. Strategic Marketing: Marketing is where 4700BC truly shines. From partnering with Netflix for special popcorn flavors to securing visibility in airlines and railways, the brand’s strategies are both bold and smart. “These touchpoints not only build awareness but also serve as platforms to launch new products,” Gupta shares. Collaborations with big names like Netflix have amplified the brand’s reach and reinforced its position as a leader in premium snacking.

The Netflix Effect

One of the most high-profile moves by 4700BC was its collaboration with Netflix and Karan Johar’s Dharma Productions. This partnership was a natural fit, merging entertainment with snacking.

“Movies and snacks go hand in hand,” Gupta explains. “This collaboration allowed us to tap into a massive OTT audience while launching our cheese and caramel mix popcorn. The synergy with Netflix’s extensive reach elevated our brand equity significantly.” The Netflix partnership didn’t just boost visibility; it also provided a platform to experiment with new products. The cheese and caramel mix, now a bestseller, was introduced through this campaign.

Growth Across Channels

The success of 4700BC isn’t just about great products; it’s about getting those products into the hands of consumers. Gupta has carefully crafted a distribution strategy that balances traditional retail, e-commerce, and Quick Commerce (Q-commerce).

1. Quick Commerce: “Snacking is impulsive, and Q-commerce delivers instant gratification,” Gupta notes. Platforms like Swiggy Instamart have become essential in meeting the immediate demands of urban consumers.

2. Retail Expansion: The brand has a strong presence in metros like Delhi, Mumbai, and Bangalore. Gupta’s current focus is on deepening penetration in these markets. “We’re in 500 stores in Mumbai, but the goal is to expand to 1,500 while increasing throughput in existing outlets,” he explains.

3. E-Commerce: While e-commerce is less impactful for impulse-driven categories like snacking, it remains a valuable channel for brand building and catering to planned purchases.

What’s Next?

As 4700BC looks to the future, innovation remains at the heart of its strategy. Gupta is particularly excited about exploring new product categories and enhancing existing ones. “Can we amplify the bhujiya experience or create healthier, more exciting snack options? That’s our goal,” he shares. The brand is also exploring pretzels and reimagining traditional namkeens with a healthier twist.

Sustainability is another key focus area. While the packaging industry still faces challenges, 4700BC is committed to recycling and adopting sustainable practices wherever possible. “We will be the first to adopt any new sustainable innovations in the market,” Gupta promises.

A Steady Ascent

With consistent 50 percent year-on-year growth, 4700BC has become an attractive proposition for investors. PVR, one of its key backers, has invested $8 million to date. Gupta hints at potential fundraising in the next 12-18 months but emphasizes that the brand is currently well-capitalized. “We’re focused on building the business and launching new products before looking at additional funding,” he explains.

GST and Beyond

A recent GST controversy highlighted the disparity between taxes on salted (12 percent) and caramelized (18 percent) popcorn. Gupta welcomes the government’s clarification, despite the initial backlash. “It’s good for the industry to have clear guidelines. However, the tax disparity between snacks consumed in similar contexts remains a challenge,” he observes. For Gupta, the focus remains on creating a fair playing field for all snack categories.

Redefining Gifting

Festivals are a significant opportunity for 4700BC, but also a challenge. Gupta acknowledges that India’s gifting market is still dominated by chocolates and mithai. “Every year, we double our festive sales, but breaking into this space requires significant marketing and consumer education,” he admits. By positioning popcorn as a premium gifting option, the brand is slowly but surely carving out its niche.

Vision 2029

Looking ahead, Gupta’s ambitions for 4700BC are as bold as the brand itself. “We want to be known not just for popcorn but as a brand that consistently delivers unique, high-quality snacks,” he declares. Over the next five years, the focus will be on innovation, expanding distribution, and building a sustainable, profitable business.