Unforgotten Brands: Chitale

Posted on June 8, 2025June 8, 2025by Vejay Anand

You don’t need aggressive marketing or flashy expansion to build a beloved brand. A commitment to quality, consistency, and values is required

When you bite into a crisp bakarwadi or savour a piece of mango burfi from Chitale Bandhu, you’re not just enjoying a snack—you’re tasting nearly a century of tradition, resilience, and innovation.

Humble Beginnings in Limbgaon

The story begins in the mid-1930s in the small village of Limbgaon, located in the Satara district of Maharashtra. Here, Bhaskar Ganesh Chitale, fondly known as B.G. Chitale, ran a modest milk business. But an unexpected tragedy struck—his cattle fell prey to an unknown disease, resulting in a significant loss. What could have been the end of the story turned into a pivotal moment.

In 1939, B.G. Chitale bounced back by founding Chitale Dairy. With sheer dedication to quality, the brand began to gain a reputation, especially when his son Raghunath Rao Chitale (Bhau) extended the family business to Mumbai in partnership.

The Move to Pune: A Sweet New Chapter

The Mumbai partnership ended in 1946, prompting Raghunath Rao and his brother, Narsinha (also known as Rajabhau), to relocate to Pune. They began by vending milk sourced from Bhilawadi and Palus. In 1950, they opened a 500 sq. ft. shop in Sadashiv Peth, marking the birth of Chitale Bandhu Mithaiwale.

They began with traditional khoya sweets and snacks, such as chivda, gathiya, and dhokla. Guided by the women in the family and a strong belief in the taste and quality of homemade products, the brand quickly won the hearts of Punekars.

The women in the family had the final authority over the Marathi recipes. While they employed cooks, their mission was clear: to ensure that mass-produced items retained a homely touch, with an unwavering focus on quality. By consistently crafting the finest dishes, they attracted customers who were willing to pay a premium for them.

As a result, the Chitales established a formidable reputation and strong goodwill in the community. During festivals, customers flocked to them for ukdiche modak around Ganesh Chaturthi, as well as karanji and besan ladu during Diwali. Even so, demand often outstripped their supply.

The Challenges of Rationing and Growth

India’s rationing system, which lasted till the 1970s, brought its challenges. Sugar, a key ingredient, was often in short supply. The Chitales found innovative workarounds, using limlet goli (sugar candies) or khandsari (unrefined sugar) to continue production.

As demand grew, family discipline was critical. The family patriarch, B.G. Chitale, established clear rules: Pune operations would source dairy exclusively from the Sangli unit, and all brothers would live separately to maintain harmony. Until the 1990s, they shared a single car among them—an example of simplicity and cooperation.

A Crunchy Turning Point: The Birth of Bakarwadi

In 1970, the Chitale legacy took a new turn. On a trip to Gujarat, Raghunath Rao tried bakarwadi, a sweet and spicy rolled snack. He brought back not just a few pieces—but also a cook who knew how to make it.

They modified the recipe to suit Maharashtrian palates—less sweetness, no fennel, more zing, and extra crunch. The result? A game-changer.

What started as a single item in their product line quickly became a bestseller, drawing long queues. As demand soared, they installed machines to maintain uniformity in shape and size. By the early 1990s, they were selling around 300 kg of bakarwadi per day.

Then came another leap. Inspired by a trip to Japan, the company adopted semi-automatic production in 1989 and, later, fully automated systems, which enabled bakarwadi production to exceed 3,000 kg per day by 2012.

Expanding the Business: A Family Effort

Meanwhile, back in Sangli, the Chitale family had expanded into dairy and food processing, forming a group of five companies under the Chitale Group with a combined turnover of ₹1,000 crores.

In Pune, the growth continued. In the 1980s, Chitale Bandhu opened its first franchise outlet. By the 2000s, the next generation began joining the business—Kedar, a commerce graduate, and Indraneel, an engineer, brought fresh energy and modern thinking.

Modernising Tradition

Until 2017, Chitale had relied almost entirely on word of mouth. That year marked a shift—they hired professional marketers and launched their first campaign with the tagline:

“Natyatla godwa japto aamhi” (We keep your relationships sweet).

Though their success had always been organic and measured in kilograms sold, not revenue, they began to embrace a more modern outlook—without losing their roots.

Today, they produce over 225 products, ranging from traditional sweets like pista shrikhand and ukdiche modak to innovative twists like cranberry soan papdi and cornflakes chivda.

Legacy of Simplicity in a Growing City

Pune, once known for its calm, middle-class charm, is now a bustling city. Yet Chitale Bandhu has kept its core values intact. They’ve adjusted to demand, moved from a single shop to multiple branches, and built five production units to serve India and exports to a dozen countries.

Some of their legendary simplicity still echoes in Pune’s culture. Like the old notice outside their shop:

“Bakarwadi sampli” (Bakarwadi finished)—a reflection of honest business and high demand.

Today, Chitale Bandhu has an annual turnover of ₹200 crore, yet they still prioritise the homemade feel, customer trust, and family unity that brought them here.

Final Thoughts: A Legacy Still Growing

Chitale Bandhu’s journey—from a small village dairy to a global snack exporter—is a story of perseverance, tradition, and thoughtful evolution. They’ve shown that you don’t need aggressive marketing or flashy expansion to build a beloved brand. Sometimes, a commitment to quality, consistency, and values is all that is required.

Whether you’re enjoying their mango burfi, stocking up on namkeens, or just stopping by for a box of bakarwadi—you’re participating in a piece of Maharashtrian culinary history that continues to unfold, one bite at a time.