Long before our children snacked over a dose of Haldiram and Bikaner Bhujiawalas, Bengal’s own snacking brand launched 75 years – MUKHAROCHAK CHANACHUR had made its way to every Bengali home. ‘Anytime tasty,’ was their tagline and true to that message, they retained their spicy, tangy and crunchy ethnic flavor without diluting it with spices that Bengalis could not relate to.
Interestingly, this company started in a small way, at the production and sale counter of Tollygunge Tram Depot in 1950 and soon became the favourite of every household. Realising its immense popularity and demand Pranab Chandra, the current proprietor decided to give it new dimensions and diversify. New thoughts and new visions probably helped this niche Bengali brand to spread its wings. Today Mukharochak is an ISO 9001:2008 & 22000:2005 certified company and produces varieties of mouth-watering snacks in its modern hi-tech planta in most hygienic ways. Even their premium products have diversified and other than Chanachur, a product they started the market with, Mukharochak also sells Bhujia, Alu Bhujia, Kabuli Chana, Moongdal, Chira Mixture (Chira Bhaja), Diet Chiwra, Masala Muri, Chaal Bhaja, Chowkhas, Nimki, Salted Cashew Nuts, Salted Peanuts, Soanpapri (Ghee, Elaichi & Chocolate), Tin packed Rosogolla and Gulab Jamun.
The Chandra family thus scripted single-handedly a story of an everlasting affair between Bengalis and that time-tested ethnic snack – Chanachur. When Pranab Chandra, the able torch bearer of Mukharochak’s tasty legacy took over after Nirmalendu Chandra, he started experimenting with the market as per global standards. He knew a niche Bengali product can be turned into an international brand. For driving into the new consumer market, he introduced more exciting and innovatively delicious products at regular intervals. Quite predictably, all the new products became instantly popular. He successfully blended technology, taste-legacy and innovative recipes to take Mukharochak as a brand to a new high. It introduced Tiffin snacks, Ethnic snacks, Tea snacks and Cocktail snacks. Modern, advanced food manufacturing and packaging-automation facilities, gave Mukharochak brand a credibility and its stake soared high.
From a small store in Tollygunge, today its entire unit is spread across six acres of intensively maintained property with highest hygienic standard. A production capacity of about 10 tons per day cements Mukharochak’s place in the market as an undisputed leader and the most trusted snacks brand. And you find it everywhere, from small neighbourhood shops to a high-end super market. Next, they introduced online shopping that helped the brand to enter the American and European markets.
Mukharochak — celebrated 75 years of its journey this year. Actress Koel Mallick was announced as the brand’s first ambassador.
Commemorating the delicious journey of 75 years, Mukharochak launched a new product ‘Aath Bhaja’, which is a mixture of eight pulses like chana dal, green gram, urad dal, green peas, chickpeas, lobiya etc. Mukharochak owner Pranab Chandra said: ‘The Mukharochak family is elated to have Koel with us. The essence of Mukharochak lies in an unparalleled commitment to quality. In our pursuit of excellence, we prioritise the well-being of our customers over fleeting profits. Our rule is simple yet profound: no compromises on quality. Preservatives, chemicals, colours, or subpar ingredients have no place in our products. Thus, today as we celebrate 75 years of our legacy, we look forward to continuing to serve people with our best for more and more years to come’
very soon.
