Brand Journal
Tata Paid ₹5,100 Crore for a Hakka Noodles Brand. It Was the Smartest Acquisition in Indian FMCG Last Year.
In January 2024, Tata Consumer Products announced it would acquire Capital Foods, owner of Ching's Secret and Smith and Jones, for ₹5,100 crore. The valuation raised eyebrows. The category logic is airtight: Ching's Secret invented "Desi Chinese" as a consumer food category and has no meaningful national competitor for that position.