Yuvraj Singh’s Twiddles Aims for INR 125 Cr ARR in the Upcoming Financial Year

Muskaan Kapoor

27 Mar 2025 — 3 min read

Yuvraj Singh’s Twiddles Aims for INR 125 Cr ARR in the Upcoming Financial Year

Mumbai, India – 27^th March 2025: Twiddles, the mindful snacking brand founded by cricket legend Yuvraj Singh in partnership with Alfinity Studios, is making waves in India’s booming premium snacking industry. In just three months since its launch, Twiddles has achieved phenomenal traction, driven by an increasing consumer demand for nutritious, high-quality snacks. The brand is now on track to cross INR 2 crore in Monthly Recurring Revenue (MRR) in the upcoming quarter. Twiddles has also recorded an impressive revenue growth projecting an Annual Recurring Revenue (ARR) of INR 125 crores by the next financial year. India’s premium snacking market is set to grow from INR 42000 crore in 2023 to ₹95000 crore by 2032.

“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.

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. Recent industry reports reveal that over 68% of Indian consumers now prioritize healthier snacking options, with protein-rich and clean-label products witnessing the fastest growth.

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. Customer feedback has been overwhelmingly positive, with 94% of reviews on Amazon and the brand’s website reflecting high satisfaction.

The brand’s early success is fueled by strategic marketing, innovative product offerings, and strong consumer trust. Yuvraj Singh’s credibility as a co-founder and him being a health philanthropist have built strong trust. 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. Its strategic partnerships with leading e-commerce and quick-commerce platforms have expanded availability across key metro cities, enhancing accessibility like never before.

“Our initial momentum is a testament to the vast potential of India’s premium snacking segment,” said Rishi Dewan, Co-founder of Alfinity Studios. “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.”

Looking ahead, Twiddles plans to scale its presence further through product innovation, influencer collaborations and an omnichannel retail strategy designed to maximize visibility and customer engagement. With a strong foundation and a fast-growing market, Twiddles is poised to redefine India’s premium snacking landscape and establish itself as a category leader.

About Twiddles

Twiddles is a premium health-focused snacking brand co-founded by cricketing legend Yuvraj Singh in collaboration with Alfinity Studios. Designed to redefine guilt-free indulgence, Twiddles offers a range of high-protein, nutrient-rich bites and spreads made with premium ingredients like almonds, cashews, roasted seeds, and natural sweeteners. Free from palm oil and artificial additives, Twiddles combines taste, nutrition, and conscious choices to cater to modern consumers seeking healthier alternatives. With products available online on Amazon, Blinkit, and its official website, Twiddles is rapidly expanding its presence in both digital and offline retail markets.