Welcome to
ATE HQ.
The complete reference for anyone building, making, selling or designing for ATE. Not a boring doc. A working home base.
Everything below, in one page.
ATE is a makhana snack brand, born in India, raised in London. Air popped, plant based, never fried. Three flavours, three cities, one logic: Indian flavours, global moods.
Three flavours, three cities, one logic. Mumbai Masala. Seoul Heat. London Noir.
Roughly 16 to 35. Curious. Health conscious without being strict. Foodies and travellers whether they have left the country or not.
Indian flavours. Global moods. Leaving no crumbs.
Not a heritage brand. Not a wellness brand. Not chasing trends. Not apologetic about being Indian.
Rooted. Confident. Global. Crafted. Unapologetic.
New here? Start in this order.
The origin, the gap, and the door we are walking through.
Values, customer, personality and the “not” list.
Texture, flavour logic and non-negotiables every SKU must pass.
Who we need, what we expect, and the compliance checklist.
Pick a room.
The origin, the problem, the opening.
Values, customer, personality, what we are not.
How makhana thinks. How flavour thinks.
Mumbai Masala. Seoul Heat. London Noir.
Packaging, logo, visual direction.
Launch strategy and the future map.
For partners, makers and consultants.
