Introduction
Consumer preferences are changing rapidly. For decades, established brands such as Kurkure have dominated the Indian market. However, consumers are increasingly willing to try choices that offer unique flavors, healthier ingredients, and smarter and more ethically produced choices, including health, ethics, sustainability, green initiatives, etc.
One of the emerging competitors is Chatar Patar, which is the flagship product of Expedite Foods Pvt. Ltd. This article will explore the story of Expedite Foods, some of the characteristics of Chatar Patar, and how it can be the best alternative to Kurkure.
Export Highlights: Chatar Patar vs. Kurkure
| Feature | Chatar Patar | Kurkure |
| Exportability | Ready for international markets; meets export standards | Limited export presence |
| Shelf Life | 12 months | 3 months |
| Customization | Offers private labeling & regional flavor customization | No customization |
| Support | Dedicated export & logistics support for partners | No export/logistics assistance |
About Expedite Foods Pvt. Ltd.
Expedite Foods Pvt. Ltd. was started in 2012 by a passionate entrepreneur, Mr. Abhinav Gupta, with the brand name Puzzles. It has evolved greatly over 10 years into a company providing high-end quality snacks, in line with the current generation of consumers. Over the years, Expedite Foods Pvt. Ltd. has gone through a lot of innovation, along with a loyalty to quality.
Expedite Foods Pvt. Ltd. is innovative with modern manufacturing systems that are able to easily adapt to current needs as well as market conditions. The vision of the organization is to provide delectable foods while conforming to standards imposed by rigorous international standards, including ISO and FDA standards for safety and quality.
About Chatar Patar
Chatar Patar is Expedite Foods’ top-selling snacking brand and offers a crunchy, spicy experience similar to Kurkure, only with some differences. Chatar Patar is made using an advanced extrusion and automatic frying system and utilizes very little oil to retain its crunch.
Chatar Patar comes in many flavors, including Masala Masti, Tangy Tomato, and Green Chutney, appealing to many different tastes. Chatar Patar has a shelf life of twelve months and is packaged in nitrogen-flushed bags to preserve freshness.
Why Chatar Patar Is a Better Choice for Global Importers Than Kurkure
When it comes to exporting Indian snacks, product quality alone isn’t enough. Exporters and global importers must also evaluate factors such as regulatory compliance, shelf life, labeling transparency, and logistics support. While Kurkure enjoys widespread popularity in the domestic Indian market, it presents serious limitations for export that can put international trade relationships at risk.
]On the other hand, Chatar Patar—from Expedite Foods Pvt. Ltd.—has been engineered specifically to meet the expectations of global food distributors and regulators.
Regulatory Challenges with Kurkure
Despite its popularity in India, Kurkure faces major limitations when considered for export:
- Short Shelf Life (3–4 Months): Kurkure’s limited shelf life is a serious bottleneck for global supply chains, especially those involving sea freight, customs clearance delays, and retail shelf time.
- Packaging & Labeling: Kurkure’s packaging is mostly designed for the Indian retail market. It lacks mandatory export labeling formats like bilingual info panels, allergen warnings, nutritional transparency, and recyclable packaging mandates in markets like the US, EU, and Australia.
Chatar Patar: A Product Engineered for Export
In contrast, Chatar Patar has been developed from the ground up for export readiness. Here’s why it’s a safer, smarter, and more scalable choice for global markets:
Long Shelf Life
- 12-month shelf life achieved through advanced nitrogen-flushed packaging and the use of natural preservatives.
- Ideal for long-distance shipments, warehouse storage, and extended retail display cycles in international markets.
Ethical Export Practice
Unlike Kurkure, where exporters often face the dilemma of altering documentation to meet foreign regulations, Chatar Patar allows for:
- Accurate product declarations
- Ethical trade practices
- Seamless compliance with customs and health authorities
This ensures the importer’s integrity remains intact, paving the way for long-term partnerships and retail trust.
Customization for Regional Markets
One of the most powerful advantages of Chatar Patar is its customization capability—something Kurkure lacks:
| Feature | Kurkure | Chatar Patar |
| Private Labeling | ❌ Not available | ✅ Fully supported |
| Region-Specific Flavors | ❌ Limited | ✅ Masala Masti, Tangy Tomato, Chutney, etc. |
| Flexible Packaging Sizes | ❌ Standard retail packs only | ✅ Custom sizes for bulk or retail |
| Local Language Labeling | ❌ English-only | ✅ Multilingual |
This level of flexibility is critical for brand-building, cultural fit, and competitive differentiation in global snack aisles.
Dedicated Export & Logistics Support
While Kurkure has no direct export support framework, Expedite Foods offers full-fledged assistance to its international partners, including:
- Export Documentation (FSSAI, FDA, Certificate of Origin, Health Certificates, etc.)
- Shipping Logistics (EXW, FOB, CIF support with timely dispatch)
- Marketing Collateral (Product brochures, digital assets, distributor onboarding kits)
- After-Sales Support (Feedback integration, flavor testing, and seasonal promotions)
This significantly reduces operational overhead for exporters and makes scaling into multiple geographies faster and smoother.
FAQs
Can I Request Custom Packaging or Private Labeling for These Products?
Absolutely. Brands like Chatar Patar offer private labeling and custom packaging options. Importers can tailor flavors, branding, and package sizes to align with regional preferences and market demands.
Do Alternative Brands Possess International Quality and Safety Certifications for Food?
Yes. Brands such as Chatar Patar hold certifications like ISO, HACCP, and FDA approvals, making them reliable choices for export to markets including the US, UK, Middle East, and Southeast Asia.
What Is the Average Shelf Life of Chatar Patar?
Chatar Patar boasts a shelf life of 12 months, achieved through advanced packaging technologies such as nitrogen flushing and vacuum sealing, ensuring freshness during long-haul shipments.
Are These Brands Already Exporting to Other Countries?
Yes. Many of these brands have established a presence in international markets, indicating their acceptance and readiness for export. For instance, Chatar Patar is manufactured in compliance with export regulations for various global markets.
What Support Do the Companies Provide to Their Export Partners?
Companies like Expedite Foods offer dedicated export and logistics teams to assist with documentation, customs regulations, marketing, and distribution. They also provide sample kits and marketing materials to facilitate smooth market entry.
Are These Brands Open to Co-branding and Investment Partnerships?
Yes. Brands such as Expedite Foods are exploring public listing and strategic investments, while others are open to co-branding opportunities, assisting partners in portfolio expansion efforts.
