Prataap Snacks Ltd. (PSL) is a leading Indian Snack Foods Company. It offers multiple variants of products across categories of Potato Chips, Extruded Snacks, Namkeen (traditional Indian snacks) under
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the popular and vibrant Yellow Diamond brand. It has recently launched a range of sweet snacks under the distinctive Rich Feast brand. PSL's products are present across 27 states in India and it is one of the fastest growing companies in the organised snacks industry.
Headquartered in Indore, India; PSL operates 9 manufacturing facilities of which 3 facilities (Indore, Assam-1 and Assam-2) are owned and 6 facilities (located in Ahmedabad, Kolkata and Bangalore) are on contract manufacturing basis. Its distribution network includes 235 super stockists and more than 3,500 distributors allowing it extensive reach across the country. PSL has a wide presence across the country that is equally spread in metro cities and urban clusters as well as in rural areas and Tier 2 and 3 cities and towns. Its products are available at independent grocers and small retail stores in the lanes and by-lanes of its key markets and it is now building up its presence in supermarkets, hypermarkets and modern trade outlets.
Prataap Snacks Limited was incorporated as a private limited company with the name 'Prataap Snacks Private Limited' on March 23, 2009 at Gwalior. The company received ISO 22000:2005 certification to their Indore Plant for manufacturing extruded snacks in 2010.
The company incorporated its wholly owned subsidiary 'Pure N Sure Food Bites Private Limited' in 2011.
During the year under review, the company acquired the snack foods business of its Group Company, Prakash Snacks Private Limited, pursuant to a business transfer agreement dated September 28, 2011. Pursuant to such arrangement, the company acquired the Yellow Diamond brand and the snack foods business under such brand. During the year under review, the company commissioned plants to manufacture rings and namkeen in Indore. During the year under review, Sequoia Capital made investment aggregating to Rs 62 crore in the company.
In 2012, the company set up a new plant to manufacture potato chips in Indore. During the year under review, Sequoia Capital made additional investment of Rs 12 crore in the company. Sequoia Capital made further investment of Rs 30 crore in the company in 2013.
In 2014, the company commissioned a plant to manufacture rings, chulbule and pellets at Guwahati. During the year under review, Sequoia Capital made additional investment of Rs 25 crore in the company. In 2015, the company increased the capacity of chulbule and rings manufacturing plants in Indore.
In the year 2016, the company commissioned a new plant to manufacture rings at Guwahati. During the year under review, the company's plants at Indore for manufacturing potato chips and namkeen received ISO 22000:2005 certification.
The company was converted into a public limited company and the name was changed to 'Prataap Snacks Limited' on September 19, 2016.
In 2017, the company raised Rs 50 crore from pre-IPO placement of 5.33 lakh shares.
The company came out with an initial public offer (IPO) during the period from 22 September 2017 to 26 September 2017. The IPO was a combination of fresh issue of Rs 200 crore and Offer for Sale of upto 30.05 lakh shares by the selling shareholders. The stock made its debut on the secondary equity market on 5 October 2017.
On 26 December 2017, Prataap Snacks announced that it has entered the category of sweet snacks market through its wholly owned subsidiary with the launch of its new brand Rich Feast'. The first product under the new brand is Yum Pie', a three layered treat with sponge cake, flavoured jam and chocolate. The company has set up a fully automated manufacturing plant by its wholly owned subsidiary Pure n Sure Food Bites Pvt. Ltd. in Indore (M.P.) to manage the production of Yum-Pie. Yum Pie is a 100% vegetarian product launched at an affordable price point of Rs 5. The products have been designed and targeted towards kids in the age group of 4-14. Yum Pie is available in orange, strawberry and mixed fruit flavours.
On 25 January 2018, Prataap Snacks announced that it has entered into a new contract for third party manufacturing at Ahmedabad, Gujarat, Bengaluru, Karnataka and Kolkata, West Bengal for producing potato chips. The enhanced capacities will widen its manufacturing footprint enabling it to cater to the growing demand for its products. The contract manufacturing facilities provide the additional advantage of being located in close proximity to the target markets ensuring optimal logistics and freight management.
On 22 March 2018, Prataap Snacks informed the stock exchanges that at sales event held on 21 March 2018, the company celebrated achievement of Rs 1000 crore in annual turnover for the first time in its history. The company considers this to be a significant milestone in its growth journey.
The Board of Directors of Prataap Snacks (PSL) at its meeting held on 22 August 2018 considered and approved the scheme of amalgamation (scheme) for the merger of its wholly owned subsidiary Pure N Sure Foods Bites Private Limited.
The Board of Directors of Prataap Snacks (PSL) at its meeting held on 22 August 2018 approved strategic investment in Avadh Snacks Private Limited (the Investee Company by (i) acquisition of 76.88% of the share capital of the Investee Company from its existing shareholders; and (ii) a subsequent equity investment of upto 3.12% of the share capital of the Investee Company, post completion of acquisition in (i) above. Pursuant to the above transaction, the company will also indirectly acquire control of Red Rotopack Private Limited, which is a wholly owned subsidiary of the Investee Company (WHS). The company on August 22, 2018 has entered into a share purchase agreement and shareholders' agreement for the said transaction.
Avadh Snacks Pvt Ltd, promoted by Mr. Rajesh Savani, Mr. Dilip Lolani and Mr. Neel Jagani is engaged in the manufacturing and selling of branded packaged snacks under brand name 'Avadh'. PSL has agreed to acquire 80% equity stake for a consideration of Rs 148 crore through a combination of primary & secondary investment. The product bouquet of PSL and Avadh are complementary and will create a balanced portfolio with a mix of regional and national flavours & variants across categories. The acquisition will also lead to a significant synergy in distribution across Gujarat and neighbouring markets.
The Board of Directors of Prataap Snacks at its meeting held on 1 October 2018 took note and approved the payment made towards the acquisition of 4.99 lakh equity shares from certain shareholders of Avadh Snacks Private Limited (Avadh) and fresh subscription of 1.01 lakh equity shares of Avadh by the company. Thereafter, the company on 4 October 2018 completed the acquisition of 76.88% of the share capital of Avadh from certain of its existing shareholders.
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