Continuing its bid to turn chips into a cultural canvas, Lay’s, one of India’s most-loved snacking brands from PepsiCo India, has unveiled a limited-edition packaging series that celebrates the unsung heroes of the soil—Indian farmers.

For the first time, Lay’s iconic Classic Salted pack trades its familiar design for hand-drawn portraits of men and women farmers, surrounded by scenes of cultivation and harvest. Each pack carries a QR code that transports consumers to Mitti Ki Chitthi, the evocative short film that reframed soil health as a letter from Mother Earth to her nurturers.

The campaign isn’t just cosmetic—it’s structural. Alongside the packs, Lay’s is expanding its Mitti Jaanch Kendras (soil testing labs) across three states. These centres provide farmers with insights into nutrient composition, pH levels, and crop input needs, enabling more informed decisions that improve yields and soil resilience.

“Every Lay’s chip has a story—and it starts long before the crunch,” said Saumya Rathor, Marketing Director at Lay’s, PepsiCo India. “Joy begins with farmers who grow quality potatoes in healthy soil. With Mitti Ki Chitthi packs, we’re bringing their faces and stories straight to the consumer, reminding us that every smile comes from the land.”

PepsiCo India currently partners with more than 27,000 farmers across 14 states, embedding regenerative agriculture and sustainable sourcing practices into its potato value chain. The Mitti Ki Chitthi initiative deepens that commitment, turning soil health into both a farming imperative and a consumer narrative.

The packs, priced at Rs 50, will be available for a limited time across retail stores and e-commerce platforms nationwide.

At its core, Mitti Ki Chitthi reframes the potato chip as more than a snack—it becomes a bridge between consumer indulgence and agricultural sustainability. By transforming its most familiar SKU into a storytelling medium, Lay’s reinforces a business truth often forgotten in FMCG: great taste begins with great soil.