THE DAWN OF 4700BC

With its roots in gourmet popcorn, the brand has transcended traditional boundaries, introducing a fresh perspective to snacking.

- BY ARITRA GHOSH

In the crowded landscape of Indian FMCG, where traditional snacks like bhujiya and imported chips dominate, 4700BC carved out an unexpected niche. Founded by Chirag Gupta, this gourmet popcorn brand turned a humble snack into a premium, aspirational product. Gupta’s vision was to elevate popcorn from a casual movie-time treat to an everyday indulgence. “We’ve been growing almost 50 percent year-on-year for the past seven to eight years, proving that consistent innovation and agile execution can make a difference,” he shares. Starting with popcorn, the brand has expanded into categories like Crunchy Corn and protein pops, continually pushing the boundaries of what snacking can be.

Listening to the Market

For 4700BC, staying relevant means staying curious. Gupta credits the brand’s ability to adapt quickly to emerging trends as its core strength. “We’re always observing international and domestic trends,” he explains. “For instance, the popularity of spicy Korean flavors inspired us to create our version with a local twist, branded under names like Devil’s Spice. Similarly, pistachio-filled chocolates trending in Dubai inspired us to experiment with premium Indian flavors.”

This approach ensures the brand stays ahead of the curve, meeting consumer expectations without losing its distinctive identity. Gupta emphasizes the importance of agility in this process. “Large FMCG companies might take 12 months to launch a product. We aim to do it in two to three months,” he says. This rapid turnaround is vital in keeping up with the dynamic preferences of Gen Z and millennials.

The Triple Play

Every successful brand stands on a foundation of strong pillars, and for 4700BC, these are:

Product Differentiation: