Uncle Chipps

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Uncle Chipps
Uncle Chipps.jpg
The Uncle Chipps logo
Product type Potato chips
Owner Frito-Lay
Country India
Introduced 1985
Markets India
Previous owners Uncle Chipps Co. Ltd
Tagline "Bole mere lips. I love Uncle Chipps"
Website Official Website

Uncle Chipps is a brand of potato chips that is marketed in India.[1] Nine flavours of potato chips are available under the brand.[1]


Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share,[2] thereafter saw competition bring its market share down to 30-35% by 2000.[3] Originally owned by the Uncle Chipps Company Ltd, it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.[4] It was sold for $ 6.6 million.[5] Noted film music director Shantanu Moitra started his composing career with the hit-jingle, "Bole mere lips. I love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency.[6]

After the sale of the brand, the Uncle Chipps Company Limited was renamed Amrit Agro Industries Limited.[4] Though Amrit Agro continued marketing snacks under other brands, it completely exited the snacks business in December 2002.[7]

Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India.[8] The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps".[9] Uncle Chipps until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that it was looking to market Uncle Chipps on a pan India level.[10]


  1. ^ a b "Uncle Chipps launches Rs 2-crore Millennium Offer to woo kids". The Indian Express. 20 January 2000. Retrieved 21 February 2012. 
  2. ^ "Uncle Chipps in 70g packs, four variant". The Indian Express. 15 July 1998. Retrieved 21 February 2012. 
  3. ^ "Pepsi sees greater synergies after Quaker Oats buyout". The Financial Express. 6 December 2000. Retrieved 21 February 2012. 
  4. ^ a b "Uncle Chipps shareholders ratify takeover by Frito-Lay". The Financial Express. 17 October 2000. Retrieved 21 February 2012. 
  5. ^ Todd Brewster, Peter Jennings (2002). In Search of America. Hyperion Press. p. 111. ISBN 1-4013-0032-4. 
  6. ^ Thank an ad crisis for Parineeta's music Rediff.com, 9 June 2005.
  7. ^ "Amrit Agro exits ethnic snacks biz". The Hindu. 21 December 2002. Retrieved 21 February 2012. 
  8. ^ Majumdar, Ramanuj. Product Management In India 3Rd Ed. PHI Learning Pvt. Ltd. p. 102. ISBN 81-203-3383-7. 
  9. ^ "Munching on Salty Success". The Financial Express. 15 July 2010. Retrieved 21 February 2012. 
  10. ^ "Frito Lay set to increase footprint of regional brands". The Hindu. 21 August 2010. Retrieved 21 February 2012. 

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