TBH Foods, the snacking brand owned by Ghodawat Consumer Limited, is witnessing a surge in consumer interest around its Okra Chips, with the product gaining traction across social media platforms through user-generated content and Reels.
According to the company, videos featuring TBH Okra Chips have collectively garnered between 50 million and 60 million organic views over the past month. The snack has found favour among younger consumers, who have been sharing content around the product across settings ranging from college campuses and workplaces to at-home snacking occasions.
The momentum comes as India's healthy snacking market continues to expand, with consumers increasingly seeking alternatives that balance taste, convenience and perceived health benefits.
Commenting on the trend, Salloni Ghodawat, CEO, Ghodawat Consumer Limited, said, "The response to TBH Okra Chips demonstrates that consumers are increasingly open to healthier snack formats that do not compromise on taste. What is particularly encouraging is that much of this momentum has been driven organically by consumers themselves. This is a story of how Indian flavours, combined with innovation and authenticity, can truly capture the imagination of the new generation.
"Our consumers, especially Gen Z, want to connect with brands that are real, responsible and relatable. Social media hasn't just spread our message; it's shaped it, making TBH Okra Chips the face of mindful, modern snacking."
The company says retailers and e-commerce partners have reported strong demand for the product, while quick-commerce platforms have seen increased searches and repeat purchases.
Founded in 2017 and acquired by Ghodawat Consumer Limited in 2023, TBH has focused on building a portfolio of fruit and vegetable-based snacks. Alongside Okra Chips, the brand's range includes sweet potato, arbi (taro root), beetroot, golden banana, purple sweet potato and mixed vegetable chips.
The products are made using a vacuum-cooking process that, according to the company, retains natural colours, fibre and nutrients while using 50% less oil than conventional chips. The snacks are also vegan and gluten-free.
Since becoming part of Ghodawat Consumer Limited, TBH has expanded its presence to more than 30 Indian cities and exports to over 13 countries. Its products are available through modern retail, e-commerce and quick-commerce platforms.
The recent traction around Okra Chips highlights how social media and consumer advocacy are increasingly shaping product discovery, particularly in emerging food and snacking categories.
