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Lay’s celebrates the farmers behind every chip with limited-edition packs
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Tuesday, 09 September, 2025, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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Lay’s has launched for the first time, its limited-edition pack series featuring Indian farmers illustrations. It 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 film 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 nurtured, it nurtures back.
The launch of these packs is part of its larger commitment – Mitti Jaanch Kendras or soil health testing labs to support farmers through regenerative agriculture interventions that begin with the soil. It 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, said the company.
Saumya Rathor, marketing director at Lay’s, PepsiCo India, said, “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.”
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