Shellz India IPO

About Shellz India Company

Shellz India, established in 2012 and converted into a public limited company in 2024, has developed from a confectionery manufacturer into a broader branded-snacks business that also produces food and bakery ingredients, undertakes private-label manufacturing and exports to the Middle East, South Asia and Europe. Its core portfolio comprises more than 300 SKUs across baked treats, chocolate-based products, jellies, puddings, panned and sugar candies, alongside food and bakery ingredients for institutional users such as hotels, restaurants, cafés and industrial buyers. The company’s expertise lies in product development, formulation, manufacturing, packaging, quality assurance and distribution, supported by facilities in Delhi and Sonipat, Haryana, with a combined installed capacity of about 17,100 tonnes per year. Its distinctive strengths include a dual-brand model—Hugs for affordable mass-market products, largely priced at ?10 or below, and Tosca for differentiated mass-premium offerings sold increasingly through e-commerce and quick-commerce channels—along with in-house packaging production and a super-stockist-led distribution network reaching more than 300 super stockists across approximately 24 states. Important customers are kirana retailers, distributors, wholesalers, institutional food buyers, private-label clients and overseas importers, with a particular focus on price-sensitive consumers in Tier-II, Tier-III and rural markets. Shellz India engages the market through product innovation, accessible price points, wide distribution and responsive channel support, combining traditional confectionery formats with newer products such as oat-cereal chocolate bars to address changing snack preferences, affordability, availability and the need for scalable, quality-controlled manufacturing.