Continuing its commitment to celebrating the journey from soil to smile, Lay’s, one of India’s most loved potato chips brands, introduced for the first time, its limited edition pack series featuring Indian farmers illustrations. Lay’s transforms its iconic pack into a storytelling canvas, deepening the connection between the people who grow the potatoes and those who enjoy them. With every pack, consumers are invited to experience not only great taste, but also the inspiring stories behind it.
These limited-edition packs bring to the consumers Mitti Ki Chitthi – a heartfelt film by Lay’s that first brought alive the emotional bond between the farmer and the land. The packs feature a QR code that takes consumers directly to the film which is a loving letter from Mother Earth to her nurturers. It underscores the importance of soil health and care-led farming. With evocative visuals and poetic narration, the film celebrated the belief that when the Earth is nurture, it nurtures back. With the film already striking an emotional chord, these packs take the story further – inviting people to not just watch, but hold a part of that journey, deepening the connection between every chip and the soil it comes from.
The launch of these packs is part of Lay’s larger commitment – Mitti Jaanch Kendras or soil health testing labs – to support farmers through regenerative agriculture interventions that begin with the soil. Lay’s has introduced these dedicated soil testing centres in three states, where farmers can access precise and timely insights into soil health. By helping farmers better understand their soil’s nutrient composition, pH levels, and input needs, these centres empower them to make informed decisions for improved crop quality and yields.
Every Lay’s chip has a story – and it starts way before the crunch. Lay’s is all about joy and smiles, and we believe that for us joy starts with farmers who grow great quality potatoes in great quality soil. With our Mitti Ki Chitthi packs, we’re bringing the story of these heroes of soil straight to the consumers – with their faces on the Lay’s packs. Every Classic Salted pack has been designed with intricate, vibrant artwork – a joyful celebration of the bond between the farmers, their land, and the chips that we love,” said Saumya Rathor, marketing director at Lay’s, PepsiCo India.
Carrying that spirit forward, the limited-edition Mitti Ki Chitthi packs reimagine Lay’s iconic design as a tribute to the farmer’s role in every chip. The hand-drawn portraits of men and women farmers are the highlight, surrounded by evocative scenes of cultivation and harvest that bring alive the journey from soil to snack. The warm, earthy tones celebrate the richness of the land, while the QR code on the back connects consumers directly to the Mitti Ki Chitthi film – turning each pack into an engaging story.
At its core, Mitti Ki Chitthi reinforces the belief that when the Earth is nurtured, it nurtures back. By bringing the story of the soil to the forefront, the brand deepens its commitment to sustainable sourcing and responsible farming practices. Today, PepsiCo India, through its brand Lay’s works with over 27,000 farmers across 14 states, supporting a future rooted in care for both people and planet. This initiative marks another step in Lay’s ongoing efforts to create meaningful connections between consumers and the origins of their food, reminding everyone that great taste begins with great soil.
