Uncle Chipps
Product typePotato chips
Produced byFrito-Lay
Introduced1992; 31 years ago (1992)
Previous ownersUncle Chipps Co. Ltd
Tagline"Bole mere lips. I love Uncle Chipps"

Uncle Chipps is a brand of potato chips that is marketed in India.[1] It was launched on 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by PepsiCo), India in 2000.[2]


Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share,[3] thereafter saw competition bring its market share down to 30-35% by 2000.[4] Originally owned by the Amrit Agro Ltd., it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.[5]

It was sold for $16.6 million.[6] Noted film music director Shantanu Moitra started his composing career with the hit-jingle with Rohit Nagar, "Bole mere lips I love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency.[7]

Though Amrit Agro continued marketing snacks under other brands, it completely exited the snacks business in December 2002.[8]

Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India.[9] The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps".[10] Uncle Chipps until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that it was looking to market Uncle Chipps on a pan India level.[11]


  1. ^ "Uncle Chipps launches Rs 2-crore Millennium Offer to woo kids". The Indian Express. 20 January 2000. Retrieved 21 February 2012.
  2. ^ "History of Uncle Chipps". PepsiCo.
  3. ^ "Uncle Chipps in 70g packs, four variant". The Indian Express. 15 July 1998. Retrieved 21 February 2012.
  4. ^ "Pepsi sees greater synergies after Quaker Oats buyout". The Financial Express. 6 December 2000. Retrieved 21 February 2012.
  5. ^ "Uncle Chipps shareholders ratify takeover by Frito-Lay". The Financial Express. 17 October 2000. Archived from the original on 16 January 2013. Retrieved 21 February 2012.
  6. ^ Todd Brewster, Peter Jennings (2002). In Search of America. Hyperion Press. pp. 111. ISBN 1-4013-0032-4.
  7. ^ Thank an ad crisis for Parineeta's music Rediff.com, 9 June 2005.
  8. ^ "Amrit Agro exits ethnic snacks biz". The Hindu. 21 December 2002. Retrieved 21 February 2012.
  9. ^ Majumdar, Ramanuj (19 December 2007). Product Management In India 3Rd Ed. PHI Learning Pvt. Ltd. p. 102. ISBN 978-81-203-3383-3.
  10. ^ "Munching on Salty Success". The Financial Express. 15 July 2010. Retrieved 21 February 2012.
  11. ^ "Frito Lay set to increase footprint of regional brands". The Hindu. 21 August 2010. Retrieved 21 February 2012.