Shail Pancholi, Country Director for India at Wonderful Pistachios, discusses the brand’s ‘The Better Snack’ campaign, the growing demand for protein-rich snacking and its strategy to make California Pistachios an everyday choice
As Indian consumers increasingly seek snacks that balance taste with nutrition, pistachios are finding new relevance in the country’s evolving snacking market. With its ‘The Better Snack’ campaign, Wonderful Pistachios is looking to move California Pistachios beyond festive consumption and premium gifting into everyday occasions such as chai breaks, work hours and leisure time.
In this interaction with BW Retail World, Shail Pancholi, Country Director for India at Wonderful Pistachios, discusses changing consumer preferences, category expansion and the brand’s growth ambitions in India.
How is The Wonderful Company positioning California Pistachios in India as consumers increasingly move towards healthier, protein-rich and better-for-you snacking options?
Indian consumers increasingly seek snacks that combine taste with nutritional value. California Pistachios offer six grams of plant protein per 28-gram serving, alongside distinctive taste and crunch.
Through The Better Snack, we want to position pistachios as an enjoyable, satisfying everyday snack, moving beyond their traditional association with festive consumption and premium gifting.
What are the biggest shifts you are seeing in India’s snacking market particularly among younger consumers and how are these trends influencing your product, pricing and marketing strategy?
The snacking market is increasingly cluttered, with brands competing for attention on taste, health and functionality. Pistachios have an inherent advantage as a natural source of protein that consumers recognise. Our approach is to let the product speak for itself rather than overcomplicate the communication. Through bold, playful visuals, we highlight its taste, crunch and craveability, with protein reinforcing the proposition.
Pistachios are still viewed by many Indian consumers as a premium or occasional snack. How is the Wonderful Company working to build greater everyday consumption and expand the California Pistachios category beyond festive and gifting occasions?
Our opportunity is to expand the occasions in which consumers reach for pistachios. We are bringing them into familiar moments such as chai breaks, work desks and unwinding while binge watching. By showing how pistachios fit naturally into existing routines, we aim to move them beyond festive consumption and make them a more regular snack choice.
With premiumisation driving growth across food and beverage categories, what is the opportunity for California Pistachios in India, and which consumer segments and markets do you see as the next major growth drivers?
The opportunity is not just to build demand for a premium product, but to expand its role in everyday snacking. Younger working professionals and health-conscious consumers are important audiences, as they seek better-for-you options without compromising on taste. While metros remain key markets, evolving snacking habits and growing interest in protein-rich foods offer opportunities to expand across emerging urban markets as well.
Looking ahead, what is the brand’s India growth ambition, and what will be the key focus areas: distribution, innovation, digital-first consumer engagement or new consumption occasions in taking the growth of California Pistachios to the next level?
Our ambition is to accelerate the growth of California Pistachios in India by building year-round demand. The season of 2025-26 saw the highest pistachio consumption in India to date, providing a strong foundation to build on. Our focus is on expanding everyday consumption occasions, reaching more consumers through digital media and creators, and improving product discovery and accessibility through partners such as Blinkit and JioHotstar. The goal is to make pistachios a more regular part of Indian snacking habits.
You have recently launched the latest edition of ‘The Better Snack’ campaign. How does this year’s campaign build on the previous edition, and what are you looking to achieve differently this year?
Last year, The Better Snack established the platform and built awareness around pistachios as a better snacking choice. This year, we are taking the idea further by showing how pistachios fit into everyday life. In a cluttered snacking market, bold creatives at iconic outdoor sites help the product stand out, supported by print, digital creators and Blinkit. We are also extending the idea to binge-watching through JioHotstar, connecting pistachios with another natural snacking occasion while consumers enjoy their favourite shows and content.
The focus is on moving beyond awareness to build everyday relevance and consumption.
This year’s campaign puts chai time at the centre while also highlighting everyday moments such as work breaks and unwinding. Why did you choose these occasions, and how do they support your ambition to make pistachios an everyday snack?
We chose these occasions because they are already part of everyday life. The Farmley x California Pistachios Healthy Snacking Report 2026 identifies evening tea time as the leading snacking occasion across age groups, city tiers and lifestyles, making it a natural entry point.
Rather than asking consumers to develop new habits, we are showing them how pistachios can fit into existing routines, from chai breaks to work and leisure. This helps broaden consumption beyond festive occasions and makes pistachios a more natural everyday choice.
