The Inspiring Journey of Balaji Wafers: From a Canteen to a Snack Empire

Balaji Wafers, a leading snack food manufacturer and distributor in India, has a remarkable story of determination, resilience, and entrepreneurship. Founded in 1974 by Chandubhai Virani and his brothers, this homegrown brand has grown from a small canteen operation into one of the largest players in the Indian snack industry, competing with giants like PepsiCo and Haldiram’s.


Humble Beginnings: From Farmers to Entrepreneurs

The Virani brothers—Chandubhai, Bhikhubhai, and Meghjibhai—were born into a farming family in Gujarat. However, due to financial challenges, they had to leave their village and relocate to Dhundhoraji in Jamnagar district. Their father, Popatbhai Virani, sold the family’s agricultural land and gave his sons ₹20,000 (USD 240) to venture into business.

Initially, the brothers tried their luck in the farming equipment business, but the venture failed. Not deterred, they began making potato wafers in 1974, selling them from a small canteen at the Astron Cinema in Rajkot, Gujarat.

The business grew slowly. From 1974 to 1989, the brothers produced wafers at home and distributed them around Rajkot. During this period, their snacks became popular with local moviegoers, helping them establish a loyal customer base.


Expansion and Growth

In 1989, the Viranis took a bold step by setting up their first wafer manufacturing facility in Aji G.I.D.C. Industrial Zone near Rajkot. In 1992, they officially incorporated their company as Balaji Wafers Private Limited.

The brothers chose the name "Balaji" after a temple near the cinema, symbolizing blessings and good fortune. As the demand for their products grew, Balaji Wafers set up a fully automated production plant in Metoda G.I.D.C., located in Vajdi village, outside Rajkot.


A Homegrown Success Story

By 2008, Balaji Wafers held a 9.5% market share in the local snacks industry, which grew to 13.7% by 2012, as per Euromonitor International. With 71% of the western market under its belt and 90% market dominance in Gujarat, Balaji Wafers earned its reputation as the “Sultan of Wafers,” according to The Economic Times.

Despite receiving a buyout offer from PepsiCo, Balaji Wafers stayed true to its roots, choosing to remain independent and committed to its mission of providing affordable, high-quality snacks.


Balaji’s Product Range and Market Strategy

Balaji offers a wide variety of potato chips and grain-based snacks, catering to diverse Indian tastes. Its success lies in its ability to produce more with fewer resources, ensuring low prices and minimal air packaging, which resonated well with consumers.

Balaji Wafers is also a member of the Federation of Sweets & Namkeen Manufacturers (FSNM), further solidifying its position in the Indian snacks market.


Revenue Milestones and Future Outlook

The company’s growth trajectory has been impressive, with ₹50,10,00,000 (500 crore) in sales for fiscal year 2023. Balaji Wafers continues to expand its production capacity and market reach across India.


Impact and Legacy

Balaji Wafers is not just a business success story but also an inspiration for aspiring entrepreneurs. From humble beginnings in a cinema canteen to becoming a household name, the story of Chandubhai Virani and his brothers reflects the power of perseverance, hard work, and strategic thinking.

As the Virani brothers look ahead, Balaji Wafers continues to challenge larger players like Haldiram’s and PepsiCo, standing as a testament to the strength of homegrown brands.


Balaji Wafers' journey proves that with grit and innovation, even the smallest beginnings can lead to remarkable success. Their story serves as a source of inspiration for young entrepreneurs, showing that with the right mindset, anything is possible.