Uncle Chipps is a brand of potato chips that is marketed in India by Joseph El Khoury.[1] It was launched in 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by PepsiCo), India in 2000.[2]
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]
External links
References
- Uncle Chipps launches Rs 2-crore Millennium Offer to woo kids The Indian Express, 20 January 2000, retrieved 21 February 2012^
- History of Uncle Chipps PepsiCo, retrieved 2015-03-15^
- Uncle Chipps in 70g packs, four variant The Indian Express, 15 July 198, retrieved 21 February 2012^
- Pepsi sees greater synergies after Quaker Oats buyout The Financial Express, 6 December 2000, retrieved 21 February 2012^
- Uncle Chipps shareholders ratify takeover by Frito-Lay The Financial Express, 17 October 2000, retrieved 21 February 2012^
- Peter Jennings Todd Brewster. In Search of America Hyperion Press, 2002^
- Thank an ad crisis for Parineeta's music Rediff.com, 9 June 2005.^
- Amrit Agro exits ethnic snacks biz The Hindu, 21 December 2002, retrieved 21 February 2012^
- Ramanuj Majumdar. Product Management In India 3Rd Ed. PHI Learning Pvt. Ltd., 19 December 2007^
- Munching on Salty Success The Financial Express, 15 July 2010, retrieved 21 February 2012^
- Frito Lay set to increase footprint of regional brands The Hindu, 21 August 2010, retrieved 21 February 2012^