Yuvraj Singh’s Mindful Snacking Brand 'Twiddles' Targets Rs 125 Cr ARR

The mindful snacking brand Twiddles, co-founded by cricket icon Yuvraj Singh and Alfinity Studios, is about to cross Rs 2 crore in Monthly Recurring Revenue (MRR) in the upcoming quarter. 

Launched just three months ago, Yuvraj Singh’s startup is eyeing Rs 125 crore in annual recurring revenue (ARR) by next year.

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What is Twiddles?

Twiddles is a first-of-its-kind, nutritious, high-quality snack brand in India. It sells high-protein, nutrient-rich snacks and spreads made with premium ingredients like almonds, cashews, roasted seeds, and natural sweeteners. 

Free from palm oil and artificial additives, the snack provides both taste and nutrition to its consumers.

The nutrient-rich snack brand is projected to grow from Rs 42,000 crore in 2023 to Rs 95,000 crore by 2032, as disclosed by the company in a press release.

“Balance is at the core of everything I do, whether on or off the field. Twiddles embodies this philosophy by blending indulgence with health. After all, no one eats perfectly every day, and it’s okay to indulge—Twiddles just makes it possible to do so mindfully,” said Yuvraj Singh.

'Twiddles' becoming the popular choice

Among its bestsellers, the Almond Crumble Chocolate Spread has already sold over 10,000 jars, while more than 50,000 energy bites have been purchased across online platforms.

Twiddles has attracted over 20,000 unique customers and achieved an 8% website conversion rate, significantly above the FMCG D2C industry average. With a 13% repeat purchase rate, the high-protein snack brand is a popular choice among health-conscious consumers.

Rishi Dewan, Co-founder of Alfinity Studios, commented, “Our early momentum is a testament to the vast opportunity in India’s premium snacking segment. With Yuvraj Singh as a co-founder, we are blending credibility, innovation, and deep consumer insights to create a brand that resonates with modern snackers.”

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