The All-Women Potato Processing Factory Of Crown Flakes Led by Avanti Murarka

The narrative of potato processing organizations in India often centers on large, male-dominated conglomerates. Yet, in West Bengal, a potato processing company is emerging rapidly, a company proving that vision, purity, and women’s leadership are the perfect ingredients for success. This is the story of Crown Flakes Pvt. Ltd., a company not just processing potatoes, but pioneering a new, empowered future for the industry.

A Legacy Sprouted from Curiosity

The foundations of Crown Flakes were laid decades before its 2012 launch, tracing back to the curious mind of Sanjay Murarka. In the 1990s, during a family trip to the USA, Murarka encountered instant mashed potatoes—a product virtually unknown in India. That simple supermarket discovery sparked an obsession. He extended his trip, delved into manufacturing processes, and eventually brought the first potato flake line to West Bengal. 

Without a local roadmap, government support, or an established food processing industry in the region, Murarka set up one of India’s earliest potato processing plants in 1996. His flagship brand, Aloo Atta, quickly became synonymous with innovation, carving out a niche in the global market for dehydrated potato products. This pioneering venture, Potatoking Foods Limited, established a strong, innovative legacy that was ripe for new growth. 

Avanti: The Third-Generation Catalyst

Building on this solid foundation, Crown Flakes Pvt. Ltd. was established in 2012 by Avanti Murarka and her partner, Manish Jhunjhunwala. Avanti, representing the third generation of this potato-processing family, stepped into the director’s role, bringing with her a fresh perspective shaped by global exposure and a deep understanding of operational excellence.

Under the guidance of this dynamic trio—Sanjay Murarka as the mentor, Manish Jhunjhunwala handling strategy and finance, and Avanti Murarka managing daily operations—Crown Flakes set a new and uncompromising standard for its products: 100% natural potato flakes with no preservatives, no color enhancers, and no chemicals.

In a market often reliant on cost-cutting additives, this commitment to purity made Crown Flakes a standout player globally. The company uses carefully selected table potatoes to produce flakes, proving that superior quality doesn’t need artificial shortcuts. Today, Crown Flakes operates multiple large-scale production drums in West Bengal and harbors ambitious plans to expand to Punjab and Assam by 2026–27, bringing its pure processing standards nationwide.

The All-Women Shift: Empowering the Factory Floor

Perhaps the most inspiring element of the Crown Flakes story is the concrete demonstration of its belief in empowerment and inclusivity. The company proudly runs an all-women-operated production shift in its West Bengal plant. 

This initiative is more than just a gesture; it is a fundamental part of the company’s operational ethos. The women manage the complex process of turning raw potatoes into dehydrated flakes, from washing and peeling to cooking, mashing, and drying. By entrusting the factory’s sophisticated machinery and production line to an entirely female crew, Avanti and the leadership team are challenging traditional industrial norms and proving that women are not only capable but are driving efficient, high-quality manufacturing. This focus has transformed the factory floor into a vibrant, skilled, and inclusive workplace.

Cultivating Empowerment from Farm to Factory

The philosophy of empowerment at Crown Flakes extends beyond the factory gates and into the fields. The company is dedicated to backward integration, working hand-in-hand with potato farmers across the region. This close collaboration ensures a consistent supply of quality raw material while simultaneously providing farmers with better training, improved farming practices, and guaranteed market linkages. 

Significantly, Crown Flakes places a special emphasis on empowering women farmers. In many rural communities, women are central to farming operations but often lack direct access to training or market power. By actively including them in their supply chain, Crown Flakes helps them secure long-term livelihood support and become more active, recognized participants in the potato value chain. This strategy strengthens both the rural communities and the reliable agricultural backbone of the business. 

The Road Ahead: A Vision of Staple Status

Crown Flakes envisions a future where its flagship product, Aloo Atta (instant mashed potato), becomes a staple in every Indian kitchen, prized for its convenience and natural purity. The company sees itself as more than a business; it’s a potato processing family, where the craft and knowledge are passed down through generations. With Avanti at the helm and the next generation already preparing to take charge, the company’s future is guided by a clear roadmap:

• Establish a flake line in every major potato-growing state in India.
• Expand into a wider range of high-quality potato-based products.

From its pioneering days when getting a simple license was a struggle, to achieving recognition and setting global quality benchmarks today, Crown Flakes Pvt. Ltd., under the leadership of Avanti Murarka and her team, stands as a beacon. It is a powerful example of how vision, relentless dedication, and women’s leadership can transform an agricultural sector, creating not just a successful business, but a symbol of economic and social empowerment.