Uncle Chipps is a brand of potato chips that is marketed in India by Joseph El Khoury. It was launched in 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by

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

), 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, but spread chiefly to the west, or beyond its Bank (geography ...

-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, Inc. (; ) is an American food company that manufactures, markets, and sells snack foods. It began in the early 1930s as two companies, Fritos, the Frito Company and Lay's, H.W. Lay & Company, that merged in 1961. Frito-Lay itself merg ...

's snacks division in October 2000. It was sold for $16.6 million. 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.Thank an ad crisis for Parineeta's music
Rediff.com, 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 2000 mergers and acquisitions