A biscuit from Bangladesh, Pran Foods’ Potata Biscuits, has spread like wildfire across India.
The Potata Craze
Packed super tightly in a neat row of perfectly round, perfectly golden discs, the biscuits contain a substantial amount of potato and is technically a biscuit-chip hybrid that is wafer-thin, small enough to be gobbled in one go.
Being a food blogger myself, I had to try to write this, so I went crazy, as I bought a couple of packets for myself to gorge on. The culmination of sweet and salt was overpowered with undertones of spicy and tangy. The mouthfeel was just very smooth, to say the least, for it melts in your mouth as soon as your tongue inches towards it.
It ranks similar to Pulse candies in the field of candies and Maggi in the field of instant noodles, where no one knows how it became the dominant product in the market, but it just did.
At PRAN, they believe you “should enjoy what you eat and still be able to live a healthy life.” That is why they are “dedicated to making the food that people love even better.”
Founded in 1981, by ex-army man Amjad Khan Chowdhury, then known as Rangpur Foundry, this company now employs over 1,00,000 people and exports to almost 145 countries with exports worth ₹92.8 crores in the fiscal year 2019-2020 alone.
They have grown beyond what their country has to offer and have heavily profited from it. PRAN is providing people with beverages, biscuits & bakery, culinary, dairy, snacks and confectionery as their itinerary.
PRAN in India
Initially available mainly in the North-East and West Bengal, Pran’s products first got popularized in this region ten years ago, especially their rusk biscuits, packaged jhal muri (spicy puffed rice), instant noodles and packaged juices.
Potata is probably the first product from the company that has achieved pan-India popularity, though, and is available in most markets, even beyond Bengal and runs into southern India as well.
“It is now part of a distribution network that crisscrosses India”, says Ahsan Khan Chowdhury, chairman, and CEO of the Pran-RFL Group. It is currently involved in everything from agri-processing and farm machinery manufacture to selling stationery and toys.
PRAN might just be the next big thing in this region and they’ll be worthy of it.
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