Shellz India was incorporated as a private limited company under the name ‘Tifosi Foods Private Limited’ on May 07, 2012. Further, the name of the company was changed from ‘Tifosi Foods Private Limited’ to ‘Shellz India Private Limited’ pursuant to a special resolution passed in the extraordinary general meeting of its shareholders held on August 04, 2020 with the fresh certificate of incorporation dated on September 21, 2020 issued by the Registrar of Companies, Delhi. Thereafter, the company was converted from a private limited company to a public limited company, pursuant to a special resolution passed in the extraordinary general meeting of its shareholders held on December 12, 2024 and the name of the company was changed to ‘Shellz India Limited’ on February 04, 2025.

The company is engaged in the manufacturing and marketing of confectionery products in India, with a diversified product portfolio comprising over hundreds of SKUs across multiple categories, including choco delights, jellies, baked treats and other confectionery formats. It also manufactures and supplies food and bakery ingredients. It focuses on developing confectionery products at accessible price points and distributing them across a wide geographic footprint, including urban and semi-urban markets, as well as smaller towns and rural areas. It markets its consumer products under two brands, ‘Hugs’ and ‘Tosca’. Under its flagship ‘Hugs’ brand, it offers products across four categories, including baked treats, choco delights, jellies, and panned and sugar confectionery. Its products are distributed through a network of over hundreds of super stockists and are available across kirana outlets in several states in India. Its distribution model is focused on driving volumes through repeat purchase-driven SKUs and wide retail penetration.

Under its ‘Tosca’ brand, it offers products with a relatively higher unit selling price, positioned towards mass-premium segments. The brand is currently being developed with a focus on e-commerce and quick commerce channels. The ‘Tosca’ portfolio comprises products with differentiated formats and packaging targeted at urban consumers. It is also expanding the ‘Tosca’ portfolio to include products incorporating cereal-based ingredients, aligned with evolving consumer preferences for differentiated snacking options. As part of this portfolio, it formulated ‘Tosca Oat Choco’, an oat and cereal-based bar positioned as an alternative to traditional confectionery formats, containing around 33% less sugar than certain leading chocolate bars, based on internal product comparisons.

In addition to marketing and sales of consumer products under its own brands, it also undertakes private label manufacturing for third-party customers. It also exports its products to international markets, including countries in the Middle East, South Asia and Europe. These channels complement its core consumer business and support diversification across customers, product formats and routes to market. All its consumer products are manufactured in-house, enabling it to maintain control over product quality, processes and timelines. Its operations are supported by machinery sourced from multiple countries, including Turkey, China and Indonesia, along with ancillary equipment from domestic suppliers, enabling it to support production across a wide range of SKUs. It follows defined processes across procurement, production and packaging, supported by quality assurance systems aimed at maintaining consistency in product quality.

Business area of the company 

The company is primarily engaged in the business of manufacturing food products and beverages, with focus on confectionery and beverages segments, including chocolates, jellies and other confectionery items, and carries on its operations in domestic as well as international markets in compliance with applicable statutes.

Awards and recognitions 

• 2018: Awards Received ITQI-Superior Taste Award, Brussels for Hugs Gold twist Choco.
• 2021: Received National Award for Excellence in Branding and Marketing - Hugs.
• 2021: Received FSSAI License - under FSS Act, 2006 for its Delhi facility.
• 2025: Received ISO 22000: 2018 Food Safety Management System Certificate.
• 2026: Received Agriculture Innovation Award by Asia Retail Congress - Oat Choco.

History and milestones

• 2012 - 2013: Incorporation as Private Limited Company and commenced operations at the Delhi facility for jelly and chocolate products under the brand ‘Hugs’.
• 2012 - 2013: Introduced Rs 1 centre-filled chocolate.
• 2013 - 2015: Expanded product categories into jellies and baked treats.
• 2013 - 2015: Launched Dipsticks, a Rs 5 biscuit-with-chocolate-cream.
• 2015 - 2019: Expanded team size and established a corporate office in Punjabi Bagh, New Delhi.
• 2015 - 2019: Launched “Tosca” brand with a focus on alternate channels.
• 2015 - 2019: Introduced breakage-free, moisture-resistant cones packed in polymer cups – ‘Push Up The Cone’.
• 2020 - 2021: Set up Hyderabad depot to strengthen distribution across South India.
• 2020 - 2021: Achieved the Rs 100 crore revenue milestone.
• 2020 - 2021: Entered the compressed candies category.
• 2022: Achieved the Rs 150 crore revenue milestone.
• 2023: Launched the ‘Better-for-You’ range with Oats Choco, entering the snacking space.
• 2025: Conversion from Private Limited to Public Limited Company.
• 2025: Commencement of the Sonipat facility to support rising domestic and international demand and initiation of in-house packaging manufacturing operations.