About Us

Yellow Diamond - Ek Namkeen Katha!

Desi Namkeen and an Indian palate are ageless companions, just like chips and dips, rings and fingers or good people and noble ventures.
This is a story of such a venture that brought versatility, a wide traditional and international variety, exceptional quality and above all, a ‘dildaar’ quantity of snacks across India. The story of the brand- Yellow Diamond.

Ek Karari Shuruat- A desi idea in pardes!

In the early 90s, an idea struck an Indore-born, US student named Amit Kumat. The idea of pairing something papad-crunchy with a steaming plate of dal-rice…Chips!
His belief in the power and potential of snacks as a sunrise category firmed up then itself. A few years later, in 2004 entrepreneur, Amit Kumat along with Apoorva Kumat and Arvind Mehta turned this idea into a home-grown snacks offering, named Yellow Diamond.

Swaad zindagi, Swaad hi dharam!

To ensure our consumers get nothing but the finest quality of products, we have strategically located owned and third party manufacturing units across India.
We continuously aspire to beat our own standards for which we have the right mix of human resources and operations management that ensure our consumers simply get the best always.

Chahe koi jagah, chahe koi mauka, khane-khilane me mare hum chauka!

Prataap Snacks is a leading Indian Snacks Food Company and continues to win the trust of consumers day by day. And why won’t we?
Akhir, “dildaar hain hum!”

Our brand philosophy emphasizes delivery of Maximum Value To Consumers

Prataap Snacks Limited (PSL) is a leading Indian Snacks Food Company. It offers multiple variants of products across categories of Potato Chips, Namkeen including Extruded Snacks, Pellets and Traditional Indian Namkeen under the popular and vibrant “Yellow Diamond” and “Avadh” brands. PSL has separate range of sweet snacks under the distinctive “Rich Feast” brand. PSL is focused on offering deep value to consumers through a variety of pack sizes at attractive price points. Its products are present across India and it is one of the fastest growing companies in the organized snacks industry.

Over the years, “Yellow Diamond” has become a well-known national brand of India’s highly competitive snacks market.

To ensure our consumers get nothing but the finest quality of products, we have strategically located owned and third party manufacturing units across India.