Banana Chips in Bangladesh vs India: Ruchi vs Beyond Snack
Why the category struggled in Bangladesh—and how it scaled in India. Actionable lessons for a smart relaunch.
Last updated: September 4, 2025 • Read time: ~7 min
Executive Summary
Banana chips gained trial in Bangladesh but struggled to build repeat purchase due to value-perception issues, positioning gaps, seasonal sourcing, and strong potato-chip competition. In India, Beyond Snack unlocked growth through consistent quality, premium branding, and an online-first go-to-market—before scaling into retail.
Bangladesh Snapshot (Ruchi)
- Trial, low repeat: consumers reverted to familiar potato/chanachur snacks.
- Value mismatch: small pack at low price felt “less for the money.”
- Positioning gap: “healthy for kids” without fun/mascot pull.
- Seasonal sourcing: raw banana varieties not consistently available.
- Shelf competition: entrenched chip brands dominated visibility.
India Snapshot (Beyond Snack)
- Quality control: consistent crunch/taste drove trust.
- Packaging: multi-layer packs → longer shelf life.
- Channel strategy: online marketplaces → scale to retail.
- Premium story: “gold-standard taste” positioned above the 10-rupee race.
- Outcome: strong repeat & brand affinity.
Category Fit & Execution — Visuals
Execution Levers
Bar chart shows five levers (Positioning, Value-Pack, Quality, Distribution, Promotion). Bangladesh (Ruchi) scores lower on average than India (Beyond Snack).
Consumer & Channel Fit
Radar chart shows five dimensions; India polygon is larger/rounder than Bangladesh.
Case Study — Bangladesh: Ruchi Banana Chips
Background
Bangladesh snack norms lean toward potato chips, ring chips, and chanachur. Ruchi launched banana chips as a distinctive “healthier” alternative—memorable for many, but short-lived in mass retail.
Strategy
- “Healthy snack for kids” positioning
- Small pack & low price anchored to the 10-taka mental model
- Limited TV-centric promotion
- Seasonal raw banana sourcing with cost variability
Outcome
- High trial, weak repeat purchase
- Value-perception gap (small grams, felt “less”)
- Insufficient kid-appeal (fun, mascots, jingle)
- Inconsistent availability and strong shelf competition
What It Teaches
- “Healthy” is not enough; habit and taste must fit
- Price-pack architecture drives perceived value
- Without strong brand codes + distribution, novelty fades
- Supply design matters when raw materials are seasonal
Case Study — India: Beyond Snack
Background
Banana chips have heritage in India (e.g., Kerala styles). Beyond Snack re-framed them as a modern, premium snack with disciplined quality and packaging.
Strategy
- Consistent taste and texture (tight QC)
- Multi-layer packaging → fresher for longer
- Online-first (Amazon/Flipkart), then scaled to modern trade
- Premium narrative (gold-standard taste)
Outcome
- Stronger repeat purchase and brand trust
- Retail expansion after proving demand online
- Category elevation above budget price wars
What It Teaches
- Lock quality first → brand trust follows
- Win online cohorts, then scale offline
- Premium story can reposition a familiar snack
Side-by-Side Comparison
| Factor | Bangladesh (Ruchi) | India (Beyond Snack) |
|---|---|---|
| Positioning | Healthy for kids; low fun appeal | Premium lifestyle snack; flavor-first |
| Promotion | Limited TV-centric | Story-led; online + retail activations |
| Pack & Price | Small gram at low price → “less value” feeling | Bigger packs; avoids budget price wars |
| Supply | Seasonal raw banana; variable cost | Planned sourcing; SOP-driven |
| Distribution | Limited retail presence | Online-first → 10k+ outlets (scale later) |
| Consumer Response | High trial, weak repeat | High trial, strong repeat |
Action Playbook for Bangladesh Brands
1) Product-Market Fit
- Design flavor profiles for local palates (spicy/tangy).
- Achieve a light, crispy texture to rival potato chips.
- Run blind taste tests and cohort tracking.
2) Price-Pack Architecture
- Offer Trial pack + Family pack.
- Show grams clearly; communicate value per gram.
- Avoid “tiny 10-tk trap” if it kills perceived value.
3) Supply & Ops
- Contract farming with preferred banana varieties.
- Drying/Oil SOPs for stable taste year-round.
- Plan off-season inventory buffers.
4) GTM & Branding
- Online-first (quick commerce + marketplaces).
- Modern trade & school/office sampling later.
- Dual narrative: fun for kids + better choice for adults.
FAQ
Is banana chips a viable category in Bangladesh?
Yes—if value and taste expectations are met. Treat it as a distinct category, not a potato-chip clone.
What’s the #1 mistake to avoid?
Launching a tiny budget pack that feels underwhelming. It crushes perceived value and repeat purchase.
Where should I launch first?
Online (quick commerce/marketplaces) + selected modern trade to build cohorts and learn fast.
How to measure success?
Repeat-buy %, flavor mix performance, and retail sell-through. Track cohorts monthly.
