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“The future will be about functional snacking”
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Monday, 28 July, 2025, 08 : 00 AM [IST]
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 >From spotting a gap in the market to building a trusted brand in the Indian snacking space, Jijy Mathew, founder of Maxvita, has stayed rooted in innovation and integrity. After returning from the Middle East, where he worked in snack packaging and food processing machinery, he realised that South India lacked branded, hygienic snacks. That’s when the journey of Maxvita began in 2011 with a simple but powerful idea: to deliver tasty, safe, and affordable snacks to every Indian household. In an exclusive email interaction, Jijy Mathew shares the journey of Maxvita, what makes the brand stand out, and his vision for the future, with Abhitash Singh. Excerpts:
What inspired you to start Maxvita in 2011?
I previously worked as a technical manager for TNA Australia PTY Limited at their Middle East regional office for six years and have an overall experience in snack packaging and food processing machinery, for 12 years. Then I returned to India due to personal reasons and noticed that there is a shortage of branded potato chips and namkeen in the South Indian market. People are eating unbranded local made chips, which are not hygienic, nor approved by FSSAI. This was the time when I chose to start our own unit to contribute to society by providing employment and leveraging our technical expertise to ensure product quality and operational efficiency.
What makes your snacks stand out in today’s market?
Its unique taste and quality. Its robust distribution system, which helps to reach the product to the customers within time and round the year.
How do you balance traditional Indian taste with modern tech?
We keep it simple. We use recipes, spice blends, and preparation techniques rooted in tradition. Automated blending and cooking machines ensure the same taste in every batch. Food safety, hygiene, and shelf-life improvements come from modern processing & packaging tech (like nitrogen flushing in snacks).
 How has SAP and Bizom helped your business operations?
Both SAP and Bizom have played a crucial role in streamlining our operations. SAP helps us manage everything from procurement to production and finance with clarity and control, while Bizom has transformed how we handle distribution and retailer engagement. Together, they have given us real-time visibility, improved forecasting, and greater efficiency across the supply chain.
What does being named a Top 10 food processing company mean to you?
It will be a proud milestone but more than the recognition, it reinforces our belief that good food, backed by solid systems and passionate people, can make a lasting impact. For us, it will be a moment of gratitude and motivation—to keep pushing boundaries and set new benchmarks for quality and innovation in India’s food space. At the same time, it raises the bar. It motivates our entire team to keep innovating responsibly to reduce waste, improve sustainability, and always listen to what consumers truly want. Ultimately, it’s a reminder that trust is earned every day and awards like this mean we are on the right track, but never finished.
Which of your products is closest to your heart and why?
Tomato ketchup chips and masala miracle chips – we started our venture with these two flavours, and they remain among our best-selling products. Also it’s playful, nostalgic, and instantly takes you back to childhood when simple tomato flavour could light up your whole day. What makes it special for me is how it strikes a balance - tangy yet slightly sweet, familiar yet still exciting, and truly loved by both kids and adults. It shows what the brand is all about making everyday snacking moments a little more joyful, without overcomplicating them.
Are there any new categories or products you’re planning to launch?
Yes, absolutely! We are always exploring new ways to delight our consumers and make the most of our distribution strength. While our core remains in chips and namkeen, we’re actively working on expanding into adjacent categories like healthy roasted snacks, regional specialty namkeens, and even ready-to-eat traditional Indian snacks that bring homemade taste with modern
convenience.
How do you see the future of India’s snacking industry?
The Indian snacking industry is undergoing a massive transformation. Consumers are no longer just looking for something to munch on, they are reading labels, checking ingredients, and seeking value beyond taste. The future will be about functional snacking - high-protein, low-sugar, gluten-free, fortified foods delivered with transparency, trust, and great taste. It’s an exciting space to be in, and we are geared up to be at the forefront of this shift.
What’s your vision for the brand in the next five years?
In five years, I see Maxvita becoming a brand that redefines Indian snacking. We want to go beyond being just other chips and namkeen company. Our goal is to create a portfolio of products that combine nostalgia and authenticity with modern lifestyle needs so whether someone wants classic spicy chips, healthier baked snacks, or corn-based crunchies, they find it under our name. We also aim to build deeper connections with consumers through storytelling, digital engagement, and products inspired by real Indian tastes and stories from every corner of the country. At the same time, we want to become a benchmark in the industry for quality, ethical sourcing, and sustainability proving that a truly Indian brand can compete globally not just in flavour, but in responsibility too. In short, the brand in five years will be bigger, bolder, and even closer to the heart of India rooted in tradition, but always thinking ahead.
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