Introduction

What if someone told you that Indians would one day pay a premium for popcorn?

Not at a movie theatre, not out of convenience, but as a branded, curated, gift-worthy indulgence. That is the bet 4700BC took. Founded in 2013 by Chirag Gupta and Ankur Gupta, 4700BC entered a market where popcorn meant only Act II popcorn sachets at home or butter tubs at cinemas. It was a pure commodity which was highly price-sensitive.

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And then 4700BC did something unusual. It repositioned popcorn as a gourmet experience. Over time, the brand grew strong enough to attract institutional backing and eventually entered a strategic association with PVR Cinemas, aligning itself directly with India’s largest cinema ecosystem. Popcorn and movies are culturally inseparable. 4700BC understood this early and doubled down on it before the market even realised it was a strategy.

At Confetti, our branding and packaging experts analysed how 4700BC built this transformation from naming to flavour innovation, packaging design, product extensions, and cultural positioning. Here’s what stands out.

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What 4700BC Gets Right

A Name That Sparks Curiosity

“4700 BC” is not a descriptive food brand name. It doesn’t say popcorn. It doesn’t say snacks. It doesn’t even sound edible. And that is precisely why it works.

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The name references the historical origins of popcorn consumption, subtly elevating what is otherwise an everyday product into something rooted in legacy and story. In a category filled with literal, functional branding, this abstract, time-stamped name instantly feels premium. It invites curiosity. It differentiates on the shelf. It suggests depth in a space that historically lacked it. That single naming decision sets the tone for everything else the brand does.

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Premium Packaging For Festive Gifting

While other popcorn brands were merely doing chips like packaging and microwavable packs, 4700 BC turned its packaging into innovation in sleek tins and premium pouches that felt giftable. During festive seasons like Diwali, Rakhi, Valentine’s Day, they curated hampers made popcorn sit comfortably beside brownies from Theobroma, Bakingo, Magnolia Bakery or chocolates from luxury confectionery brands like Smoor, Loyka, Dohful or Paul & Mike. That shift in context elevated perceived value & moved popcorn from “movie snack” to “premium treat.” Even the product integrity supports this positioning. The caramel coatings remain crisp rather than soggy. The structural packaging protects texture. 

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Owning the Entertainment Use Case

The acquisition by PVR was more than a financial milestone. It was strategic brand alignment executed with precision. When consumers think of movies, they think of popcorn. When they think of multiplex experiences, they think of PVR. By embedding 4700BC within that ecosystem, the brand strengthened the most culturally embedded use case available to it.

The extension into nachos further reflects disciplined thinking. Nachos are the second most visible theatre snack after popcorn. Rather than venturing into unrelated categories, 4700BC expanded adjacently within the same entertainment ritual.

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The Netflix collaboration elevated this strategy even further. It acknowledged a behavioural shift that reflected the fact that entertainment was no longer confined to cinema halls. Streaming has become a dominant consumption pattern and by associating itself with Netflix, 4700BC extended its relevance beyond multiplex counters and into living rooms. This ensured that the brand owned not just the theatre experience, but the broader “movie night” culture.

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Category Creation in a Price-Sensitive Market

Before 4700BC, popcorn in India largely meant butter, salted, or cheese variants, usually in microwave packs. It was functional, affordable, and rarely positioned as indulgent. 4700BC changed that conversation by introducing flavours such as Nutty Tuxedo, Himalayan Salt Caramel, Belgian Chocolate, and Dark Chocolate & Sea Salt.

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These weren’t just flavour innovations. They reframed popcorn as a dessert-like indulgence and even a gifting product. Convincing Indian consumers to pay a premium for popcorn required more than good taste. It required elevated packaging, curated branding, and strategic placement. By executing all three, the brand shifted perception from everyday snack to experiential treat.

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Doubling Down on the Movie Identity

A scroll through 4700BC’s social media reveals a consistent strategy. The brand frequently references Korean movie recommendations, themed film lists, binge-watch suggestions, and entertainment-driven content. It is not attempting to expand into unrelated lifestyle conversations. It stays anchored to the entertainment ritual. By embedding itself deeply into the context of movie consumption, 4700BC strengthens long-term recall. It is not just selling popcorn. It is selling the movie-night experience.

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Where There Is Scope for the Next Evolution

While the brand has grown thoughtfully, the next strategic opportunity lies within the guilt-free snacking segment. Indian consumers are becoming increasingly health-conscious, actively seeking low-calorie options, protein-forward snacks, and clean-label indulgences.

Although popcorn is relatively lighter compared to fried alternatives, 4700BC has not yet strongly positioned itself within the better-for-you snacking narrative. There is space to explore protein-enhanced popcorn, high-fibre variants, or health-forward snack extensions without compromising its premium positioning.

At Confetti, we have seen how category creation within emerging niches can unlock significant growth. In our work with What A Bite, a meat-based high-protein chips brand, we helped frame indulgence as nutritionally intelligent rather than purely decadent. A similar approach could define 4700BC’s next chapter.

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Final Verdict

At Confetti, we rate 4700 BC a strong 4.9 out of 5.

Very few Indian brands have successfully elevated a commoditised product into a premium cultural symbol the way 4700 BC has. From a curiosity-driven name to indulgent flavour innovation, from strategic acquisition by PVR to disciplined ecosystem expansion, the brand demonstrates rare clarity in positioning. It understands its consumer ritual and protects it fiercely.

The only meaningful opportunity ahead lies in tapping into the health-forward wave without diluting its indulgence core. Given the brand’s track record of strategic thinking, that next step feels entirely within reach.

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About Confetti

Confetti is a branding and packaging design studio that partners with ambitious consumer brands across food, wellness, beauty, and lifestyle categories. We help brands build identities that are strategically positioned, culturally relevant, and scalable across multiple product lines without losing coherence.

If you are building a brand that wants to move from commodity to category leader, you can connect with us through the link beside this article.