Uncle Chipps is a brand of

potato chips A potato chip (North American English; often just chip) or crisp (British and Irish English) is a thin slice of potato that has been either deep fried, baked, or air fried until crunchy. They are commonly served as a snack, side dish, or ap ...

that is marketed in India. It was launched on 1992 by Amrit Agro Ltd. which was later taken over by

Frito Lay Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavor ...

(owned by

PepsiCo PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo's business encompasses all aspects of the food and beverage market. It oversees the manuf ...

), India in 2000.

History

Until 1998, the

Delhi Delhi, officially the National Capital Territory (NCT) of Delhi, is a city and a union territory of India containing New Delhi, the capital of India. Straddling the Yamuna river, primarily its western or right bank, Delhi shares borders w ...

-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share, thereafter saw competition bring its market share down to 30-35% by 2000. Originally owned by the Amrit Agro Ltd., it was bought over by

Frito-Lay Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-fla ...

's snacks division in October 2000. It was sold for $16.6 million. Noted film music director

Shantanu Moitra Shantanu Moitra (born 22 January 1968) is an Indian score composer, musician and pianist who has composed songs for the Hindi film industry, and is most known for his scores in the films '' Parineeta'' (2005), ''Hazaaron Khwaishein Aisi'' (200 ...

started his composing career with the hit-jingle with Rohit Nagar, "Bole mere lips I love Uncle Chipps", with

Pradeep Sarkar Pradeep Sarkar (born 30 April 1955) is a writer and director who works in Bollywood. He began his career with Vinod Chopra Productions, the production company of director and producer Vidhu Vinod Chopra. Personal life From a young boy lis ...

, then the Creative Head of the agency.Thank an ad crisis for Parineeta's music

Rediff.com Rediff.com (stylized as ''rediff.com'') is an Indian news, information, entertainment and shopping web portal. It was founded in 1996. It is headquartered in Mumbai, with offices in Bangalore, New Delhi and New York City. , it had more than 300 e ...

, 9 June 2005. Though ''Amrit Agro'' continued marketing snacks under other brands, it completely exited the snacks business in December 2002. Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India. The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps". 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.

References

External links

* {{PepsiCo Food and drink companies of India Frito-Lay brands Indian brands Brand name potato chips and crisps Products introduced in 1992