Some brands sell products. Others preserve tradition, celebrate culture, and create connection. Namkeen Queens does all of the above.
Founded by Aiswarya Shankar, Namkeen Queens is a small-batch snack brand rooted in handcrafted Indian snacks. The name reflects the heart of the business – “namkeen” refers to savory snacks, while “Queens” represents the partnership between Aiswarya and her mother-in-law, Sushila, a duo called the “dil mil duo,” meaning a “union of hearts” between mother-in-law and daughter-in-law.
Before launching Namkeen Queens, Aiswarya worked in the corporate world but felt pulled toward something more meaningful than profit – something rooted in culture.
The idea grew from her family traditions, especially homemade snacks shared during celebrations like Diwali. Those boxes were never just food – they were expressions of care, connection, and home.
“The biggest thing is about the why,” the founder shared. “Why am I doing this?” For Aiswarya, that “why” is to give people a taste of home when they are away from it, and to invite adventurous eaters into new flavors and cultures they may have never experienced before. No matter the person, each box is meant to feel like a small cultural bridge.
Namkeen Queens is a small-batch snack brand founded by Aiswarya Shankar and her mother-in-law, Sushila.
Custom Packaging That Tells a Story
That intention starts with the box itself.
From day one, Aiswarya didn’t want packaging that faded into the background. Color is especially important in Indian celebrations, festivals, and everyday joy – the box needed to reflect that vibrancy before it was opened.
“I didn’t want plain white or plain kraft boxes. I wanted really custom.”
The result is packaging that feels like part of the experience, not just a container. The outside creates a polished first impression, while the inside surprises customers with playful blurbs and cultural details.
“I wanted it to be fun and educational,” Aiswarya explains.
That educational inside box design is intentional. Customers aren’t just receiving snacks – they’re learning about them as they unbox the package. Over time, they begin to recognize items and their cultural context. “If people are able to recognize chakli just by looking at it, that is a great success,” she shared.
The packaging also evolves with the brand. Namkeen Queens frequently updates colors for different product lines – such as sweet or savory collections – while keeping the core identity consistent so packaging stays fresh while maintaining recognition. In this way, they are able to surprise and delight their customers with every custom box.
A Smooth Design Experience
To bring her vision to life, Aiswarya worked with a designer using BoxUp’s dieline template. Together, they explored concepts, refined layouts, and worked through practical details like shipping label placement. The final design balanced creativity with functionality, ensuring the box worked just as well operationally as it did visually.
Once finalized, reordering and updating designs became streamlined, allowing their growing business to move quickly without repeating setup work. BoxUp makes it easy to edit previous designs and set up reorders with just a few button clicks.
Built on Values
Namkeen Queens was built with intention beyond just product.
Sustainability, representation, and community are embedded into how the brand operates, starting with packaging decisions made early with longevity in mind. Snacks are stored in reusable tins instead of single-use plastic, outer boxes are recyclable, and universal product sleeves are designed to work across multiple tin sizes for a more sustainable system.
The tins themselves are intentionally plain, designed to be reused in everyday life rather than discarded. This reflects a familiar practice in many Indian households, where containers are saved and repurposed over time. Namkeen Queens brings those circular packaging practices into modern use.
Just as important is the people behind the products. Production is led by Sushila, Aiswarya’s mother-in-law, whose recipes shape the heart of the brand, alongside a small team that includes women and moms supporting production and logistics. It remains intentionally small-batch, preserving both quality and care.
And the long-term vision is clear: “I want to be the Rolex of snacks.” For Aiswarya, that means more than luxury – it means craftsmanship, consistency, and creating something instantly recognizable and deeply respected.
To learn more or explore their products, visit namkeenqueens.com.
Start Your Own Packaging Story
Custom packaging can do more than ship a product – it can communicate story, values, and identity from the very first glance.
Start with a stock sample or order a proof to test sizing, structure, and design before placing a full run. With BoxUp, it’s easy to create custom packaging that evolves with your brand, highlights your story, and delivers an experience customers remember.