WE ARE ENJOYING A CONSTANT DEMAND FOR OUR PRODUCTS.
The CEO Magazine India|December/January 2021
POTATO WAFERS AND OTHER SNACK FOODS HAVE PROVEN TO BE THE GOLDEN TICKET FOR CO-FOUNDER AND MANAGING DIRECTOR OF BALAJI WAFERS, CHANDUBHAI VIRANI.
CHRISSIE MCCLATCHIE

This is a tale worthy of a movie script, so it seems more than apt that the start of the Balaji Wafers story can be traced back to a cinema in Rajkot in 1974, with three brothers trying to live up to their father’s wishes to start their own business with the INR20,000 (US$270) he had gifted them when drought forced him to sell the family’s farmland. Their first attempt in the fertiliser industry hardly made it off the ground. As they pondered their next move, the trio – Bhikhubhai, Kanubhai and Chandubhai Virani – picked up work in the local cinema. As they served food and drinks, the seed of a snack business was planted.

From its modest beginnings, Balaji Wafers has become one of India’s leading manufacturers and distributors of snack food, with a range of more than 50 products and more than 90 stock keeping units (SKUs), spearheaded by the potato wafer. The brothers have become poster boys for the rewards that dedication, patience and agility can deliver to startup businesses.

“The commitment to work and the drive to achieve excellence are the key motivators in how we operate our business,” says Co-Founder and Managing Director Chandubhai Virani. “This is what has helped us to become one of the top players in the wafers market. As has the creation of a healthy working environment, which has not only allowed our employees to grow, but also our suppliers, who are also very crucial to the success of the company.”

Since The CEO Magazine last spoke to Chandubhai, the company has grown at 15 per cent per annum. “We are enjoying a constant demand for our products as the population increases and the need for better quality products at affordable prices prevails in the market,” he explains. Today, a network of more than 950 dealers has seen its wafers and other snacks such as namkeen and noodles appear on shelves across the country and in 25 international markets.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM THE CEO MAGAZINE INDIAView All

“OUR FOCUS IS ON OUR CUSTOMERS.”

BONFIGLIOLI TRANSMISSIONS COUNTRY MANAGER KENNADY V KAIPPALLY TALKS INNOVATION, CUSTOMER SATISFACTION AND THE POWER OF A STRONG BUSINESS CULTURE.

9 mins read
The CEO Magazine India
December/January 2021

WE ALL TREAT EACH OTHER WITH RESPECT.“

WHEN COVID-19 STRUCK SOUTH ASIA, BD INDIA MANAGING DIRECTOR PAVAN MOCHERLA FOUND WAYS TO KEEP HIS ASSOCIATES SAFE WHILE CONTINUING TO PRODUCE THE TOOLS HEALTHCARE WORKERS NEED TO COMBAT THE VIRUS.

4 mins read
The CEO Magazine India
December/January 2021

WE ARE ENJOYING A CONSTANT DEMAND FOR OUR PRODUCTS.

POTATO WAFERS AND OTHER SNACK FOODS HAVE PROVEN TO BE THE GOLDEN TICKET FOR CO-FOUNDER AND MANAGING DIRECTOR OF BALAJI WAFERS, CHANDUBHAI VIRANI.

5 mins read
The CEO Magazine India
December/January 2021

Walking on water

RELIABLE ACCESS TO ELECTRICITY CAN UNLOCK OPPORTUNITIES FOR INDIA’S RURAL COMMUNITIES. AS CHAIRMAN AND MANAGING DIRECTOR OF NATIONAL HYDROELECTRIC POWER CORPORATION, ABHAY KUMAR SINGH IS DETERMINED TO DO AS MUCH AS HE CAN FOR THIS CAUSE IN THE NEXT TWO YEARS.

5 mins read
The CEO Magazine India
December/January 2021

LEAN MACHINE

AS CEO, THOMSON JOSEPH HAS EQUIPPED TRÜTZSCHLER INDIA WITH THE TOOLS TO DO MORE WITH LESS. WHAT A TIMELY JOURNEY IT HAS PROVEN TO BE.

4 mins read
The CEO Magazine India
December/January 2021

THE CUSTOMER IS KING.

AS EXECUTIVE DIRECTOR OF THE DISTILLERIES COMPANY OF SRI LANKA, ROYLE JANSZ UNDERSTANDS THAT THE RECIPE FOR SUCCESS IS A BLEND OF CONSISTENT QUALITY AND TREATING CUSTOMERS LIKE ROYALTY.

4 mins read
The CEO Magazine India
December/January 2021

The WARTIME CEO

LEADERS MUST ADOPT THE MENTALITY OF BEING AT WAR IF THEY WANT TO SURVIVE THE NEXT 24 MONTHS, SAYS EXPERT LYNDALL SPOONER.

4 mins read
The CEO Magazine India
December/January 2021

Challenges excite me.

WITH A FOCUS ON DIFFERENTIATION AND VALUE CREATION FOR ITS CUSTOMERS, ASHWANI SHARMA, PRESIDENT AND CEO OF ASEPTO, UFLEX GROUP’S ASEPTIC LIQUID PACKAGING ARM, SHARES HOW THE BRAND HAS TRANSFORMED THE ASEPTIC LIQUID PACKAGING INDUSTRY.

3 mins read
The CEO Magazine India
December/January 2021

A MATERIAL WORLD

WITH 40 YEARS’ EXPERIENCE AT MATERIALS MANUFACTURER TORAY INDUSTRIES UNDER HIS BELT, CHIEF REPRESENTATIVE FOR INDIA SHIGEKAZU SUENAGA HAS LEARNED THAT FEW THINGS ARE MORE IMPORTANT TO A BUSINESS THAN INNOVATION, COMMUNICATION AND CONSISTENCY.

3 mins read
The CEO Magazine India
December/January 2021

In The Best Of Corporate Health

Under the leadership of chairman and managing director Dilip Surana, micro labs is showing no signs of slowing down in its quest to become one of the world’s leading generic pharmaceutical companies.

10+ mins read
The CEO Magazine India
December/January 2021
RELATED STORIES

An Exclusive Interview With Nandakumar Narasimhan

The Little Red Train

10+ mins read
Lens Magazine
March 2021

A Room for Dad

Before Mom passed, I made a promise to her

8 mins read
Guideposts
April 2021

THE DANGAL IN THE JUNGLE, PART 1

YOU KNOW YOU’RE SOMEBODY WHEN YOU’VE APPEARED ON AN INDIAN DANGAL POSTER — IN OTHER WORDS, IN A WRESTLING ADVERTISEMENT.

6 mins read
Black Belt
April/May 2021

WOUNDS AND THE WOMB

JULIE PETERS explores how to heal a relationship with the sacred womb, a place of death, life, and possibilities.

8 mins read
Spirituality & Health
Mar/Apr 2021

BE SQUIRRELY

Giant squirrels, giant lessons? Animal chaplain SARAH BOWEN explores what squirrels can show us about mindfulness.

4 mins read
Spirituality & Health
Mar/Apr 2021

E8 Caste and the Indian Tech Ivies

IIT grads are highly sought after in Silicon Valley. Are they bringing deep-rooted prejudices with them?

10+ mins read
Bloomberg Businessweek
March 15, 2021

Life Changing

I was happily married, happily employed, just plain happy. Until the accident

8 mins read
Guideposts
February 2021

IN SEASON Chickpeas (GARBANZO BEANS)

Chickpeas appear in early recordings in Turkey well over 5000 years ago. India produces the most chickpeas worldwide but they are grown in more than 50 countries. An excellent source of carbohydrates, protein, fiber, B vitamins, and some minerals, they are a nutritious staple of many diets. The name chickpea comes from the Latin word cancer, referring to the plant family of legumes, Fabaceae. It is also known by its popular Spanish-derived name, the garbanzo bean. Kidney beans, black beans, lima beans, and peanuts are other familiar foods found in this legume family.

1 min read
Alternative Medicine
February 2021

When the Signal Goes Out

Government-ordered internet shutdowns are becoming more frequent

3 mins read
Bloomberg Businessweek
February 15 - 22, 2021

Giving More, Taking Less

FRANCOIS BOUDERLIQUE learnt about the basic principle of Nature – to give more than you take – when he left a high-powered banking job in Paris to live and farm in Kutch, India. He realized that his understanding of eco farming was colored by his past and he needed to open his eyes to a new reality.

3 mins read
Heartfulness eMagazine
February 2021