¤ The Latest - Taste and value: The key ingredients to Prataap Snacks' success Entrepreneur India

It is a hot summer afternoon in the dust land that is Palda, just outside Indore, and you can't find one soul that knows where Prataap Snacks is located. You check with the firm's older name, Prakash Snacks, but the daily workers, the tea stall owners, the truck drivers—all give you a slow shake of the head.

But say Yellow Diamond Chips, and a hundred arms go up pointing towards a large gated complex not too far off the main highway. That's just how the founders of Prataap Snacks, probably India's fastest-growing snack food manufacturing firm, prefer it.

Amit Kumat, CEO and one of the three founders, tells us that he simply does not believe in traditional marketing and advertising. For him, there are just two right ways into a customer's shopping basket—taste and value.

Entrepreneur India News Service , 27 June, 2013