Our story is one that is rooted in tradition. The year was 1993, and Mr Ashok Chheda, hailing from the Kutchi community in Mumbai, set out with a word of advice from his mother and a simple vision to guide him. What was the advice? To earn the respect of the community, it was important for him to start up his own business. Coming from a family of traders, Mr Ashok Chheda knew the ins and outs of trading. So what next? Picture this. Mumbai, the city that never sleeps, had never woken up to the possibility of something other than Potato Chips as a snack. Here is where Mr Chheda saw his opportunity, and under the name, Chheda Wafers, introduced traditional Banana Chips in standardized packaging. This is how our journey began.