Cricket icon Yuvraj Singh’s startup aims for Rs 125 crore ARR in the upcoming financial year

Twiddles, a health-focused snacking startup co-founded by former cricket star Yuvraj Singh, is making an aggressive push into India's booming premium snacking industry.

In just three months since its launch, the startup claims to have attracted thousands of customers and is now on track to cross Rs 2 crore in monthly recurring revenue (MRR) in the upcoming quarter. It projects Rs 125 crore ($15 million) in annual recurring revenue (ARR) by the next financial year.

The brand, launched in partnership with Alfinity Studios, is capitalizing on India's growing demand for high-protein, clean-label snacks. In a statement, Twiddles said the country's premium snacking segment will more than double, from Rs 42,000 crore ($5 billion) in 2023 to Rs 95,000 crore ($11.5 billion) by 2032.

"Balance is at the core of everything I do, whether on or off the field," Singh said in a statement. "Twiddles embodies this philosophy by blending indulgence with health. After all, no one eats perfectly every day, and it's okay to indulge—just mindfully."

Twiddles also claims to have attracted over 20,000 unique customers and boasts an 8% website conversion rate—well above the industry average for direct-to-consumer food brands. About 13% of buyers have returned for repeat purchases, the release notes.

A market shift toward healthier rating

India's snacking industry is undergoing a rapid transformation. According to the startup, more than 68% of Indian consumers now prioritize healthier snacking options, with protein-rich and clean-label products witnessing the fastest growth.

Twiddles, which offers a range of high-protein, nutrient-rich bites and spreads made with premium ingredients, is expanding its portfolio to include peanut butters, protein bites, and savory protein-based snacks.

Among its bestsellers, the Almond Crumble Chocolate Spread has already sold 10,000 jars, while more than 50,000 energy bites have been purchased through e-commerce platforms.

The celebrity factor and long-term strategy

While the Indian snack market is dominated by established brands, Twiddles is carving out a niche with its "mindful indulgence" positioning. Singh, whose career has been closely associated with fitness and resilience, brings strong credibility to the brand.

"Our initial momentum is a testament to the vast potential of India’s premium snacking segment," said Rishi Dewan, co-founder of Alfinity Studios. "With Yuvraj Singh as a co-founder, we are combining credibility, innovation, and deep consumer insights to build a brand that resonates with modern snackers."

To sustain its growth, Twiddles plans to expand its product range, forge influencer partnerships, and establish an omnichannel retail strategy that includes both online and offline distribution.