Lay’s® Launches Limited-Edition Packs Featuring Indian Farmers
06 September 2025, New Delhi: Lay’s®, one of India’s leading potato chips brands, has introduced for the first time a limited-edition pack series featuring illustrations of Indian farmers. The initiative turns the familiar Lay’s® pack into a medium of storytelling, building a stronger connection between the people who grow the potatoes and those who consume them.
The new design builds on Mitti Ki Chitthi, a short film by Lay’s® that captured the bond between farmers and their land. The film, presented as a letter from the Earth to its nurturers, emphasized soil health and care-based farming. Each of the special packs carries a QR code linking directly to the film, giving consumers an opportunity to connect with the story behind the product.
Alongside the pack launch, Lay’s® is expanding its commitment to soil health through Mitti Jaanch Kendras—soil testing centres set up in three states. These centres provide farmers with information on nutrient composition, pH balance, and input needs of their soil. Access to such data allows farmers to make more informed decisions that can improve both crop quality and yields.
“Every Lay’s® chip has a story that begins long before the crunch,” said Saumya Rathor, Marketing Director at Lay’s, PepsiCo India. “With the Mitti Ki Chitthi packs, we are highlighting the role of farmers and their soil in this journey. By placing their faces and stories on our Classic Salted packs, we want to remind consumers of the people and practices that make their food possible.”
The Classic Salted packs have been redesigned with artwork portraying farmers and farming scenes, using earthy visual themes to reflect the relationship between land, cultivation, and food. The QR code at the back of the pack links directly to Mitti Ki Chitthi, giving every consumer an entry point into the story.
At the core of this initiative is the idea that healthy soil leads to healthy crops, which in turn supports both farmers and consumers. By focusing on soil health, Lay’s® is reinforcing its efforts in sustainable sourcing and responsible agriculture. PepsiCo India currently works with over 27,000 farmers across 14 states, supporting farming practices that balance productivity with long-term soil care.
The limited-edition Classic Salted packs, priced at INR 50, will be available for a limited period across retail stores and e-commerce platforms nationwide.
Also Read: India Slashes GST on Tractors and Agri-Inputs to Boost Farm Economy
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