| Uncle Chipps | |
| Type: | Potato chips |
| Currentowner: | PepsiCo |
| Producedby: | Frito-Lay |
| Country: | India |
| Markets: | Asia |
| Tagline: | "Bole mere lips. I love Uncle Chipps" |
| Previousowners: | Uncle Chipps Co. Ltd |
Uncle Chipps is a brand of potato chips that is marketed in India.[1] It was launched in 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by PepsiCo), India in 2000.[2]
Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share,[3] thereafter saw competition bring its market share down to 30-35% by 2000.[4] Originally owned by the Amrit Agro Ltd., it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.[5]
It was sold for $16.6 million.[6] 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.[7]
Though Amrit Agro continued marketing snacks under other brands, it completely exited the snacks business in December 2002.[8]
Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India.[9] The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps".[10] 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.[11]