
Part of the ‘Mitti Ki Chitthi’ campaign, the packs spotlight soil health, farmer stories, and Lay’s® commitment to regenerative agriculture
New Delhi, September 5, 2025: Lay’s®, one of India’s most loved potato chips brands, has unveiled its first-ever limited-edition packs that feature Indian farmers front and centre, turning its iconic design into a storytelling canvas. The initiative extends the brand’s celebrated ‘Mitti Ki Chitthi’ campaign, which highlights the importance of soil health and the role of farmers in every chip’s journey.
Each Classic Salted limited-edition pack is adorned with hand-drawn portraits of farmers surrounded by artistic depictions of cultivation and harvest. Warm, earthy tones celebrate the richness of the land, while a QR code on every pack connects consumers directly to the Mitti Ki Chitthi lyrical film—a heartfelt tribute from Mother Earth to her nurturers.
Saumya Rathor, Marketing Director at Lay’s, PepsiCo India, said:
> “Every Lay’s® chip has a story, and it begins with the soil and the farmers who grow our potatoes. With these Mitti Ki Chitthi packs, we’re bringing those stories straight to the consumers—honouring the heroes of soil and celebrating their bond with the land.”
The launch is also tied to Lay’s® Mitti Jaanch Kendras (soil health testing labs), established across three states to help farmers better understand soil nutrient composition, pH levels, and input needs. These interventions aim to support regenerative agriculture and improve crop quality and yields.
PepsiCo India, through Lay’s®, currently works with over 27,000 farmers across 14 states, reinforcing its commitment to sustainable sourcing and responsible farming practices. By celebrating the farmers behind every chip, Lay’s® strengthens its mission of creating meaningful connections between consumers and the origins of their food.
The limited-edition Classic Salted packs, priced at INR 50, will be available for a limited time across retail stores and e-commerce platforms nationwide.
About Lay’s®:
Lay’s® is India’s favourite potato chips brand, known for its iconic flavours and joyful snacking experiences. With a deep commitment to sustainability, Lay’s® works closely with farmers and communities to ensure that every chip brings not just great taste but also a story of care from soil to smile.