How Chomps Used Packaging Design to Build a $500M Brand (And What Indian CPG Founders Can Learn)

What Chomps got right about packaging design? The meat-snack aisle was a sea of sameness brown packaging, rustic fonts, camouflage prints, and an aggressive, masculine tone repeated across every brand. Chomps did the opposite. Bright, clean packaging with a distinct colour assigned to every flavour. On a shelf where nothing stood out, Chomps became the thing your eye landed on first. Why colour-coded packaging drives repeat purchase Shoppers don't read on a shelf they scan. In a wall of near identical brown packs, a customer struggles to find the right flavour, which creates friction and lost sales. Chomps' colour system removes that friction. Buy a flavour once, and you never search again you simply look for the colour. This is one of the most underused tools in CPG packaging design, and it directly increases repeat-purchase velocity. The positioning insight most brands miss Chomps also spotted what competitors ignored: roughly 70% of meat-snack buyers were women, in a category that had marketed almost exclusively to men for decades. Their brand and packaging didn't look like jerky for truckers it looked like clean protein for everyone. Design and positioning worked together, not separately. What this means for Indian CPG and D2C brands India's D2C and FMCG shelves both physical and on quick-commerce apps like Blinkit and Zepto are getting more crowded every month. The most 'boring' categories, where every product