Product Offerings
Products:
Balaji Namkeens: Chaat Chaska 40g, Masala Masti 45g, Simply Salted 45g, Tomato Twist 40g
Balaji Crisps: Chaat Chaska 40g, Masala Masti 45g, Simply Salted 45g, Tomato Twist 40g
Balaji Frozen: NA
Based in Leicester, United Kingdom, ADAS GLOBAL LTD has positioned itself as a leading distributor and retailer of ethnic snack foods, with a primary focus on introducing the vibrant flavors of Indian snack culture to the UK and European markets. The company is a key importer and distributor of Balaji Wafers, one of India’s most prominent snack brands, and serves as a strategic bridge between South Asian food manufacturers and Western consumer markets.
Core Business
ADAS GLOBAL operates as a B2B and B2C distributor, specializing in the importation, warehousing, and distribution of branded packaged food products—primarily in the snack segment. The company’s logistical framework and sourcing partnerships allow it to serve a variety of channels including grocery retailers, ethnic food stores, wholesalers, and e-commerce platforms.
Product and Service Offerings
The company's flagship offerings include a wide range of Balaji Wafers and Namkeens, a household name in India. The key product categories distributed by ADAS GLOBAL include:
Balaji Namkeens (Indian Savory Snacks)
- Chaat Chaska – 40g
- Masala Masti – 45g
- Simply Salted – 45g
- Tomato Twist – 40g
Balaji Crisps
- Available in the same flavor profiles and pack sizes as the Namkeen range
Frozen Foods (Balaji Frozen)
- Product line mentioned but currently not listed with specific SKUs
These SKUs cater to a broad consumer base, especially the growing Indian diaspora in the UK and Europe, as well as non-ethnic consumers increasingly drawn to international flavors.
Specialisation and Core USP
ADAS GLOBAL’s core unique selling proposition (USP) lies in being an authorized and exclusive distributor for Balaji Wafers in certain regions. This brand is one of the top five snack producers in India, with a distribution footprint across more than 12 Indian states and growing global reach.
Key differentiators include:
- Exclusive access to authentic Indian snacks at factory-direct pricing
- Culturally tuned marketing and packaging for local UK compliance
- Ability to service both independent and chain retailers with flexible order volumes
Financials and Growth Indicators
While ADAS GLOBAL LTD does not publish detailed financials, public directories indicate it operates as a privately held SME. Based on import volume analysis and brand partnership scope, the company demonstrates:
- Steady year-on-year growth in product portfolio
- Expansion from retail-only to wholesale supply in the UK
- Sustained inventory flow of Balaji Wafers, one of India's largest snack brands with over $500 million in annual turnover globally
This brand alignment gives ADAS GLOBAL leverage in the ethnic snacking category, especially as consumer demand for South Asian flavors continues to grow in Europe.
Export and Shipment Record
Trade data insights from platforms such as ImportYeti indicate consistent imports of Balaji-branded products by ADAS GLOBAL LTD into the UK since at least 2021, often in consolidated shipments by sea freight. The typical shipment content includes snack food assortments under various Balaji SKUs, with volumes indicating monthly to bi-monthly replenishment cycles.
Import patterns suggest that ADAS GLOBAL plays a pivotal role in Western Europe’s supply chain for Indian-branded snacks.
Target Markets
ADAS GLOBAL caters primarily to:
- South Asian grocery retailers and supermarkets across the UK
- Mainstream UK ethnic food distributors
- Wholesalers supplying to cash & carry outlets
- E-commerce platforms and snack subscription boxes
There is also a growing outreach to non-ethnic health food and specialty snack stores interested in global and exotic flavors.
Capabilities
ADAS GLOBAL maintains a lean but responsive operational model designed for:
- Flexible order fulfillment, both pallet and case-level
- Warehouse and dispatch infrastructure suitable for fast-moving packaged goods
- Close coordination with manufacturers to manage compliance and batch-level traceability
- Focused brand development for Indian FMCG players in UK retail
The company also participates in sampling campaigns and B2B food expos to expand brand presence.
Certifications and Compliance
ADAS GLOBAL ensures that all imported products comply with UK/EU food safety standards:
- Products are pre-labeled with allergen and nutritional data in English
- Compliance with FSA and EU labeling regulations
- Coordinated batch tracking and best-before compliance for perishable snack items
Product packaging adheres to UK retail norms, enabling direct placement in mainstream retail outlets.
Customer Testimonials
“ADAS Global’s Balaji Wafers line has added depth to our snack category—flavorful, well-priced, and always in demand.”
– Manager, South Asian Supermarket Chain, London
“Reliable service and direct-from-source pricing make ADAS our preferred supplier for Indian snack imports.”
– Midlands-Based Food Wholesaler
Major Achievements
- Exclusive partnership with Balaji Wafers, India’s fastest-growing snack food company
- Expanded portfolio with top-performing SKUs like Masala Masti and Tomato Twist
- Operational base in Leicester enabling nationwide coverage across the UK
- Contribution to the rising popularity of Indian flavors among UK’s snack consumers
With strong sourcing partnerships and a culturally focused market approach, ADAS GLOBAL LTD is uniquely positioned to serve as a key player in the UK’s ethnic and global snack supply chain.