The investment is aimed at supporting Balaji Wafers’ next phase of growth, with a focus on strengthening organisational capabilities, expanding distribution beyond its stronghold markets, and accelerating product innovation across categories such as wafers, namkeen, noodles, and confectionery. The Virani family will continue to retain management control of the company.

Founded in 1981, Balaji Wafers has built a dominant position in regional snacking markets through deep distribution, competitive pricing, and high-volume manufacturing. General Atlantic’s entry underscores rising global investor confidence in India’s fast-growing packaged snacks market, as established regional brands scale up to compete nationally and prepare for long-term capital market opportunities.

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The appointment reflects a broader shift among legacy FMCG brands toward treating social media as a primary means of brand-building rather than a support function for campaigns.

As part of the mandate, Creativefuel will lead Balaji Wafers’ social media strategy, content creation, digital storytelling, and community-led engagement. The partnership aims to build a consistent, audience-first digital narrative that aligns with Balaji Wafers’ strong brand legacy while resonating with today’s evolving digital consumers.

Creativefuel’s win reflects Balaji Wafers’ focus on partnering with agencies that bring a strong understanding of internet culture, audience behavior, and platform-native content creation. The agency’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate.

Commenting on the partnership, Sandeep Roy, Marketing Lead, Balaji Wafers, said, “Balaji Wafers has always focused on staying close to its consumers while evolving with changing times. As we strengthen our digital presence in 2026, Creativefuel’s understanding of audience behavior and digital culture made them a strong partner for this journey. We look forward to working together to build a meaningful and consistent digital narrative for the brand across platforms.”

Tiya Wadhwani, COO, Creativefuel, added, “This mandate reflects Creativefuel’s ability to partner with large, legacy FMCG brands at scale. Balaji Wafers has a powerful consumer connect built over decades, and we’re excited to apply our culture-led digital thinking to create a consistent, relatable presence for the brand across social platforms in 2026.”

The mandate further strengthens Creativefuel’s growing FMCG portfolio and reinforces its focus on long-term digital brand building through content-led and community-driven approaches.

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