US multinational General Mills craves stake in Balaji Wafers, too

Company Overview - Balaji Wafers, founded in 1982, has grown from a movie theatre snack supplier to a major player in the Indian snack market, with annual sales of Rs 6,500 crore and a net profit of nearly Rs 1,000 crore projected for 2024-25 [6][10] - The company holds a dominant market position in Gujarat, Maharashtra, and Rajasthan, commanding approximately 65% of the organized market for snacks like potato chips, namkeen, and bhujia [6][10] - Despite its regional focus, Balaji is the third-largest salty snack brand in India, following Haldiram's and PepsiCo, attributed to its low-cost, high-efficiency operational model [7][10] Investment Discussions - General Mills, the owner of brands like Pillsbury and Betty Crocker, is in talks to acquire a stake in Balaji Wafers, aiming for a majority holding, although Balaji's founders are currently only willing to sell a 10% stake [1][9] - Balaji Wafers is also engaging with multiple potential investors, emphasizing that the fundraising is intended to bring in professional management rather than to support business operations [2][10] - The company is considering an initial public offering (IPO) and aims to attract strategic investors to enhance operational efficiency and prepare for this transition [3][10] Financial Valuation and Future Plans - Balaji Wafers is contemplating divesting a stake at an estimated valuation of nearly Rs 40,000 crore, with the process of identifying potential buyers expected to conclude in three months [5][10] - The company operates four manufacturing plants and plans to double this capacity to facilitate national expansion [10] - Balaji's advertising expenditure is notably low at about 4% of revenue, compared to the industry average of 8-12%, allowing for significant reinvestment in production [9][10]