Twiddles, a snacking brand founded by former cricketer Yuvraj Singh in partnership with Alfinity Studios, is now on track to cross ₹2 crore in Monthly Recurring Revenue in the upcoming quarter. Twiddles has also recorded an impressive revenue growth projecting an Annual Recurring Revenue (ARR) of ₹125 crores by the next financial year.
Twiddles has quickly carved out a niche, attracting over 20,000 unique customers. The brand boasts an 8% website conversion rate—well above the FMCG D2C industry average—and an impressive 13% repeat purchase rate.
Fueling this momentum, Twiddles is gearing up to expand its product portfolio with new launches, including peanut butters, protein bites, and savory protein-based snacks. The brand’s Almond Crumble Chocolate Spread has already become a bestseller, with over 10,000 jars sold, while more than 50,000 energy bites have been purchased across platforms.
Within its first month, Twiddles garnered over 30 million social media impressions and made a significant impact at the India International Trade Fair (IITF), engaging with over 500,000 visitors.
Twiddles also plans to scale its presence further through product innovation, influencer collaborations and an omnichannel retail strategy designed to maximize visibility and customer engagement.
“Balance is at the core of everything I do, whether on or off the field. Twiddles embodies this philosophy by blending indulgence with health. After all, no one eats perfectly every day of the month, and it’s okay to indulge. With Twiddles, it’s just that you can do the same mindfully,” said Yuvraj Singh, Co-founder of Twiddles.
“Our initial momentum is a testament to the vast potential of India’s premium snacking segment. With Yuvraj Singh as a co-founder, we are combining credibility, innovation, and deep consumer insights to build a brand that resonates with modern snackers,” said Rishi Dewan, Co-founder of Alfinity Studios.
