Cheero’s, the maker of India’s first mac & cheese crisp pickles, partnered with UNBX to scale its breakthrough snacks. The two growth drivers combine Cheero’s product innovation DNA and UNBX’s deep expertise in market expansion, distribution, and retail empowerment.
The union is based on the proposition of arming exceptional Indian brands with the size and might they require to expand sustainably without sacrificing their homegrown character. UNBX’s casebook example is Cheero’s: a product of cultural significance, category-leading innovation, and an expanding base of users who have an affinity for taste and story.
For Cheero’s, this is the culmination of what began as a lighthearted kitchen experiment. What began as a casual food experiment, marrying the comfort of mac & cheese with the crunch and zest of gourmet pickles, has grown into a category-leading product. Relished for its rich taste and handmade nature, Cheero’s is now a familiar name among upscale snackers. The focus by the brand on quality, uniqueness, and taste-oriented products led it naturally into UNBX’s expanding portfolio.
Under this partnership, Cheero’s gets UNBX’s domestic distribution channels, which include retail strategy, fulfillment assistance, and astute inventory management.
At the same time, Cheero’s contributes something equally as precious to the partnership: a distinctive character, an authentic product, and a fresh voice for India’s evolving snack landscape. In a sea of processed foods, Cheero’s offers something memory-worthy and expertly designed, a jar that invites comfort and curiosity with every bite.
UNBX’s strategy has been one of selectivity throughout. Volume is not the priority, but value; finding brands that offer something unique and elevating their visibility with the appropriate combination of infrastructure and insight. Cheero’s exceeds that threshold. It is not just a product, but it is a format break, reshaping what a pickle can be, how it can be consumed, and where it fits in contemporary food culture.
Together, the two companies are building a model for growth that’s every bit as tasty as it is strategic. With Cheero taking charge of product innovation and customer experience and UNBX overseeing scale, logistics, and market presence, the collaboration is built to last and built to win.
This is not about shelf space. It’s about building relevance in a rapidly evolving market where consumers are more receptive than ever to discovering bold, authentic, and unconventional food narratives. Cheero’s brings that story in every jar, and UNBX brings the right people to enjoy it.
With the launch beginning, this partnership opens the doors to how growth platforms and domestic brands can partner, not just to grow, but to grow right.
