With its acquisition of Capital Foods—the maker of Ching’s Secret and Smith & Jones—Tata Consumer Products Ltd (TCPL) has made its boldest move yet in India’s fast-evolving packaged foods market. The deal gives TCPL a strong foothold in the ‘Desi Chinese’ segment, which is valued at around ₹10,000 crore, according to industry estimates. Desi Chinese is one of the country’s most vibrant and fast-growing food categories.

In an interaction with Fortune India, Deepika Bhan, President – Packaged Foods, Tata Consumer Products, explains the strategic thinking behind the acquisition, how Ching’s Secret will evolve under the Tata umbrella, and what lies ahead for the company’s packaged foods business.

What was the strategic rationale behind TCPL’s acquisition of Capital Foods, and how does Ching’s Secret align with your broader packaged foods vision?

The acquisition fits perfectly with our ambition to become a leading player in the packaged foods space. Ching’s Secret brings a powerful brand with strong consumer connect, and it opens up a new growth vector for us—flavour and fusion. The Desi Chinese category is deeply entrenched in Indian food culture, and we see huge potential to scale it across markets. This acquisition also complements our existing portfolio under Tata Sampann and Tata Soulfull, allowing us to participate across a wider range of meal and snacking occasions.

Ching’s has built a strong niche in the Desi Chinese segment. How do you plan to scale this positioning while maintaining its unique brand identity under the Tata umbrella?

Ching’s will continue to be Ching’s—vibrant, fun, and bold. Our goal is to strengthen its core while amplifying its reach. The Tata ecosystem brings distribution muscle, marketing expertise, and operational synergies that can help Ching’s reach new consumers without losing its distinctive personality. We want to retain what makes the brand loved—its irreverent tone, its deep connection with youth, and its ability to make everyday food exciting—while expanding its footprint.

The Desi Chinese market is valued at approximately ₹10,000 crore, according to industry estimates, and is growing rapidly. What innovations or new product formats can consumers expect from Ching’s in the next phase of growth?

You’ll see us innovating around both convenience and experience. We’re looking at newer ready-to-cook and ready-to-eat formats, flavour extensions, and possibly even more regional customisations to suit different taste palates. One of our most exciting new launches is Chilli Oil, which stays true to Ching’s flavour-forward DNA but feels contemporary and versatile—it pairs beautifully even with something as simple as white rice.

We’re also expanding our chutney range. The Momo Chutney, for instance, builds on our Schezwan Chutney franchise. Momos are one of the most emerging foods being eaten outside the home in India—and that’s a huge opportunity for Ching’s to own the flavour that completes that experience.

Health-conscious consumers are seeking whole-grain and oats-based options. How is Ching’s adapting to these evolving preferences?

We’re always exploring ways to stay relevant to consumers. Our innovation funnel constantly looks at both better-for-you formats and new entry points. The whole wheat noodle, for instance, was a direct response to this health trend—but we’ll only innovate where it makes sense for the brand’s core identity. Ching’s is about indulgent, flavour-forward food, and we’ll continue to lead in that space while bringing smarter choices within the category.

How is Tata leveraging its extensive distribution and retail presence to expand Ching’s reach, especially into Tier II and Tier III markets?

One of our biggest advantages is our integrated distribution network across beverages and foods. We’re using that strength to take Ching’s deeper into India. Tier II and Tier III markets are where the next wave of growth will come from—and that’s where our scale, supply chain, and trusted relationships with retailers will make a big difference. We’re also seeing strong traction in modern trade and e-commerce, where Ching’s already enjoys strong recall.

The new Ching’s ad film featuring Atlee, Ranveer Singh, Sreeleela, and Bobby Deol has generated massive buzz. What’s the core message you wanted to convey through this campaign?

The campaign is an ode to the drama and passion that food evokes in India. It captures the energy, fun, and creativity that Ching’s stands for. By bringing together iconic talent from different regions, we wanted to celebrate the truly pan-Indian love for ‘Desi Chinese’. The message is simple—Ching’s makes every meal an experience. It’s not just about taste; it’s about the joy of mixing things up.

Post-pandemic, how have consumer preferences for convenience foods and fusion cuisines evolved, and how is Ching’s catering to this changing demand?

Consumers today want quick, delicious, and reliable meal solutions—and they’re far more experimental than before. Fusion flavours are no longer a novelty; they’re part of everyday dining. Ching’s is perfectly positioned for this trend. Its range—from noodles to sauces to masalas—allows consumers to recreate restaurant-style dishes at home without complexity. Convenience, versatility, and taste are at the heart of our proposition.

With strong players like Maggi, ITC’s YiPPee!, and Veeba in adjacent categories, what’s Ching’s key differentiator that helps it sustain leadership in the Desi Chinese and condiments space?

Ching’s owns the Desi Chinese space—it’s the category creator. Its flavour profile, brand personality, and deep cultural connection make it unique. While others may operate in adjacent spaces, Ching’s is synonymous with the category itself. Our focus is to keep strengthening that leadership through innovation and communication that stay true to the brand’s DNA.

How do you view the recent GST reforms impacting the packaged foods industry—in pricing, supply chain efficiency, and competitiveness?

GST reforms have generally streamlined processes and improved transparency across the value chain. For large-scale players like us, it allows better supply chain planning and efficiency. The key, however, is to balance input costs with value delivery to consumers. Packaged foods is a price-sensitive category, and we’re continuously optimising our operations to stay competitive while maintaining quality.

Looking ahead, how do you see the packaged foods division of Tata Consumer Products evolving, especially with brands like Ching’s?

We’re on a journey to make Tata Consumer Products a truly holistic foods and beverages company. With the addition of Ching’s and Smith & Jones, our portfolio now spans staples, health foods, and indulgent flavours. Going forward, we’ll continue to build brands that reflect changing consumer lifestyles—combining trust, taste, and innovation. The future is about being part of every meal occasion—from breakfast to late-night snacking—and that’s the vision we’re building towards.