Malwa's most beloved sev, bhujia & mathri — engineered with 30g+ protein per 100g. No taste compromise. No expensive supplements. Just desi crunch, reimagined for every Indian family.
Pay for one pack, walk away with two. That's double the protein, double the crunch — for the price of one. Our way of saying: try it, love it, share it.
Each snack carries 3× the protein of the regular version — same taste, same crunch, same love.
30G PROTEIN
Air Fried
🎉 Buy 1 Get 1 Free — Pay ₹178 for 2 packs
Protein Sev
प्रोटीन सेव · Nylon Style · Malwai Masala
Regular
10g
Ours
30g ✓
Chickpea Flour
Pea Protein
Ajwain
Cold-Press Oil
₹89 / pack
₹178
+ 1 pack FREE
2 packs × 150g
33G PROTEIN
Air Fried
🎉 Buy 1 Get 1 Free — Pay ₹198 for 2 packs
Protein Bhujia
प्रोटीन भुजिया · Bikaner Style · Kali Mirch
Regular
11g
Ours
33g ✓
Moth Bean Flour
Whey Protein
Kali Mirch
Amchur
₹99 / pack
₹198
+ 1 pack FREE
2 packs × 150g
22G PROTEIN
Baked
🎉 Buy 1 Get 1 Free — Pay ₹158 for 2 packs
Protein Mathri
प्रोटीन मठरी · Chai Time · Sesame + Ajwain
Regular
7g
Ours
22g ✓
Whole Wheat
Pea Protein
Oat Flour
Flaxseeds
₹79 / pack
₹158
+ 1 pack FREE
2 packs × 150g
"Wahi swaad, double protein."
Our Story
Born in Malwa. Built for India.
"Malwa has fed India for centuries. I asked: what if its sev and bhujia could also fuel it?"
Growing up in Indore — India's food capital — every evening meant sev & bhujia with chai. It was love, memory, identity. But also a quiet realization: 77% of Indians are protein-deficient, and supplements cost ₹2,000 a month. That's not a solution for real India.
The entrepreneurial insight: India doesn't need new foods. It needs better versions of the ones it already loves. So instead of building a supplement, we upgraded a category that millions already trust — the humble namkeen.
Two years. 140+ recipe iterations. Daadi's recipe book open on one side, food science research on the other. The result: 30g+ protein per 100g, same Malwai taste, air-fried or baked. Malwa Crunch was born — not in a VC lab, but in a kitchen in Indore.
MC
Founder, Malwa Crunch Foods
Indore native · Food entrepreneur · Fixing India's protein gap
The journey, panel by panel.
From a chai-side thought to Malwa's first protein snack brand.
1
The Evening Insight 🌅
Every evening in Indore: sev, bhujia, chai on the charpai. Pure love. But also a realization — 77% of Indians are protein-deficient, with no affordable solution in sight.
2
The Problem Seen Clearly 💡
₹2,000 supplements vs a ₹89 bowl of sev. The entrepreneurial insight: don't build a supplement. Upgrade the snack category 77% of India already loves and trusts.
3
The Kitchen Lab 🧪
140+ recipe iterations. Daadi's recipe book beside food science research. The breakthrough: pea protein at 30–40% ratio behaves exactly like flour. Same crunch, triple protein.
4
The Science ✓
Pea protein at 30–40% of flour weight behaves like flour. Bold Malwai masala masks any nuttiness. Air fried at 185°C — identical crunch to deep frying. Problem solved.
5
From Indore to India 🇮🇳
Starting in Indore — Malwa's heart and India's food capital. Reaching all of India. One mission: make high protein the default for every Indian home, not a luxury.
6
Share the Crunch 💛
Pay for 1, get 1 free. Share the crunch with the whole family. Because in Malwa, great food was always meant to be shared — and now it comes with double the protein.
🌾
Malwa Roots
800 years of culinary heritage. The recipes, masalas, and love — all real, all Malwai.
🔬
Food Science
140+ recipe iterations. The 30–40% protein-flour ratio that changes everything without changing anything.
💡
Category Innovation
We didn't build a supplement. We upgraded a category millions already trust. That's the smarter bet.
The Science
Why it tastes exactly the same
01
The Right Protein Blend
Pea protein isolate + whey at 30–40% of flour weight. At this ratio protein behaves exactly like flour — same texture, binding, and crunch when fried or baked.
02
Masala-First Formulation
We design the Malwai spice blend first, then engineer protein around it. Bold masalas naturally mask any plant-protein nuttiness — the spices carry all the flavour.
03
Smart Heat Management
Air frying at 185°C creates identical Maillard browning to deep frying. The dough matrix protects proteins — no burning, no bitterness. Only crunch.
🍳 Old Method vs Our Method
🌀 Protein Sev
Deep Fried
Air Fried 185°C
Zero taste change
🌾 Protein Bhujia
Deep Fried
Air Fried 185°C
Negligible change
🫓 Protein Mathri
Shallow Fried
Fully Baked
Zero taste change
Oil vs Traditional72% Less Oil
Why Malwa Crunch
Built for real India
💰
Middle-Class Pricing
₹79–99 per pack. Buy 1 Get 1 Free on launch. Protein for every family, not just gym-goers.
🌶️
Malwai Masala
Spice profiles from Malwa's own kitchen traditions. Familiar flavours, just upgraded.
🌿
Clean Label
No maida, no artificial preservatives, no puffed-up claims. Every ingredient earns its place.
🏠
Ghar Jaisi Feeling
Tastes like daadi made it. Belongs on your chai-time plate, not in your gym bag.
Early Access
Pehle Aao, Pehle Paao.
Launching first in Indore. Join the waitlist — get 20% off your first order + free sample of all 3. Plus the Buy 1 Get 1 Free launch deal.
🎉 Shukriya!
You're on the list! We'll reach out when we launch in Indore.
