A Legacy Of Sweetness: How Ballabh Prasad Agarwal Built India’s Beloved Biscuit Brand

In the competitive landscape of Indian confectionery, where established giants cast long shadows, the story of Ballabh Prasad Agarwal shines as a testament to entrepreneurial courage and innovation. His journey from a traditional Marwari business family to challenging the mighty Parle-G exemplifies the transformative power of vision and determination.

The Seeds of Innovation were always present in the blood of Ballabh Prasad Agarwal

Born into a successful coconut oil manufacturing family in Kolkata, Ballabh Prasad Agarwal demonstrated early signs of entrepreneurial ingenuity. In 1967, he pioneered a unique approach by utilizing his family’s coconut oil to create biscuits, naming them “Priya”—a decision that would lay the foundation for a confectionery empire.

The Leap of Faith

In a bold move that surprised many, Ballabh Prasad Agarwal chose to depart from his family’s established business to pursue his passion for biscuit manufacturing. His relocation to Noida in 1991, armed with a modest bank loan of ₹25 lakhs, marked the beginning of a remarkable journey. The establishment of Surya Foods and the birth of Priyagold Biscuits in March 1994 would forever alter India’s biscuit landscape.

A Golden Standard

Ballabh Prasad Agarwal’s business philosophy was elegantly simple yet revolutionary: deliver superior quality at accessible prices. The launch of Priyagold Butter Bite biscuits at ₹2, accompanied by the assertive tagline “Haq se Maango,” directly challenged Parle-G’s 55-year dominance. The market’s response validated his vision.

Innovation in Manufacturing

The unique coconut oil formulation captured the Indian palate, prompting expansion into Greater Noida. The introduction of CNC and Zig Zag Salty biscuits demonstrated Agarwal’s understanding of diverse consumer preferences and his ability to innovate within the snacks category.

Marketing Mastery

Recognizing the importance of brand visibility, Ballabh Prasad Agarwal orchestrated a masterful marketing campaign featuring actress Priya Tendulkar. The character of Rajni, an assertive housewife demanding Priyagold biscuits, resonated deeply with consumers and established the brand’s cultural relevance.

Scaling New Heights

By 2008, Surya Foods achieved sales of ₹400 crore, with Priyagold biscuits contributing 90% of revenues. The company’s 12% market share put it in direct competition with industry giants Britannia, Parle-G, and ITC—an impressive feat for a relatively young brand.

Geographic Expansion

Ballabh Prasad Agarwal’s strategic vision extended beyond northern strongholds. The expansion to South India, supported by 3,500 distributors, 125 super stockists, and 300 railway kiosks, demonstrated his commitment to national presence. A ₹15 crore marketing budget and Karishma Kapoor’s brand ambassadorship reinforced this ambitious growth.

Diversification and Growth

The launch of Snakker Choco Waffers challenged established players like Duke in South India. The expansion to a fifth manufacturing plant in Gwalior and the introduction of products like Choco Chekkers, Jeera Biscuits, and mango candies in 2016 showcased the company’s innovative spirit.

Enduring Legacy

Under Ballabh Prasad Agarwal’s leadership, Surya Foods achieved remarkable growth, reaching ₹3,000 crore in sales by 2023. Priyagold itself became an ₹800 crore brand in 2022, with Kiara Advani as its contemporary face. The brand’s continued success thirty years after its inception testifies to Agarwal’s enduring vision.

Ballabh Prasad Agarwal: A Lasting Impact

Though Ballabh Prasad Agarwal departed at 72, his legacy lives on through the millions of Indians who continue to enjoy his creations. He demonstrated that with unwavering commitment to quality and consumer satisfaction, even established market dynamics could be challenged and transformed.

His journey from a family-owned coconut oil business to building a ₹3,000 crore biscuit empire represents more than business success—it embodies the spirit of Indian entrepreneurship. Ballabh Prasad Agarwal’s story continues to inspire future generations, proving that with determination, innovation, and focus on quality, one can create enduring value in even the most competitive markets.