New Delhi, July 06: There is a particular sound that belongs to Gujarat alone. It is the sound of a steel dabba being opened in the evening, just as the kites come down from the sky and the chai goes up on the stove. It is the sound of methi para crunching between fingers stained with turmeric, of chiwda being poured into cupped palms while someone tells the same old story about a boat ride at Bedi Bandar.
Patang, the brand built on reviving India’s forgotten regional snacks, is bringing that sound back with the launch of two new flavours: Amdavadi Methi Para and Jamnagari Chiwda.
For a brand named after the kite, a Gujarat launch was never just a business decision. It is a homecoming. Ahmedabad gave the world the image of a sky stitched with colour every Uttarayan, and Jamnagar gave it a coastline where the day begins with fishing boats and ends with a plate of something salty and spiced.
Amdavadi Methi Para draws its character from the old city itself, the fenugreek biting gently against a base that has been rolled, cut and fried the way grandmothers in Ahmedabad have always done it. Far from needing reinvention, this timeless snack simply required a conscious choice to shield its heritage from the rush of modernity.
Jamnagari Chiwda takes its cue from the coastal town’s love for a mix that is savoury, layered and endlessly moreish, the kind that appears at every wedding, every festival and every unplanned visit from a neighbour. Patang has resisted the temptation to smooth out its edges, choosing instead to keep the texture and heat exactly as Jamnagar intended.
Both packs arrive with the same promise Patang has made to every region it has touched so far: no bad oils, no additives, no preservatives, and nothing on the ingredient list that needs a dictionary to understand.
Speaking on the launch, Founder and CEO, Shoury Gupta, said: “We are usually a restrained company. Not this week. These two have been on our wishlist since the day we chose a kite for a name; you cannot call yourself Patang and not go to Gujarat. The Amdavadi Methi Para and Jamnagari Chiwda are made the way they have always been made: honest methods and traditional recipes. Getting them right took time. Getting to launch them together, I won’t pretend we’re calm about it.”
The launch continues Patang’s approach of anchoring each product to a specific geography rather than a generic idea of “Indian flavours.” The brand sources from the origin of each recipe, believing that a snack’s character comes as much from where it is made as from what goes into it. This is also a philosophy that Patang has carried since its first day. Founded on the discomfort of watching familiar snacks lose their familiarity, one flavour at a time, the brand has consistently chosen the slower, harder route in sourcing and production over the faster one. Amdavadi Methi Para and Jamnagari Chiwda are the latest proof of that choice.
The flavours are now available on the Patang website, thepatangstory.com, and are being rolled out over the coming days across the brand’s wider network, including Blinkit, Swiggy Instamart, Amazon Now, and Le Marché, alongside Patang’s other marketplace and modern trade partners.
