02
Where does it go?
Every rupee, sliced.
Hover a slice for the source. Every line is dated, sourced, and rated for confidence.
hover a slice to inspect
Item
%
₹
Origin
Confidence
Refined wheat flour (maida)
17%
—
🇮🇳 India
High confidence T1
Retailer + distributor margin
15%
—
🇮🇳 India
Medium confidence T3
GST (12%)
12%
—
Tax · India
High confidence T1
Packaging
11%
—
🇮🇳 India
Medium confidence T3
Manufacturing
11%
—
🇮🇳 India
Medium confidence T3
Distribution & logistics
9%
—
🇮🇳 India
Medium confidence T3
Brand's profit
9%
—
🇨🇭 CH
Medium confidence T3
Brand margin
7%
—
🇮🇳 India
Medium confidence T3
Advertising
7%
—
🇮🇳 India
Medium confidence T3
Palm oil
6%
—
🇮🇩 ID
Medium confidence T2
Tastemaker (spices, MSG, hydrolyzed protein, dehydrated veg)
3%
—
🇨🇳 CN
Medium confidence T2
Salt
1%
—
🇮🇳 India
Medium confidence T2
03
The catch
The 15% that didn't stay home.
6%
Palm oil
🇮🇩Indonesia · 45%🇲🇾Malaysia · 45%🇹🇭Thailand · 7%
1%
Tastemaker (spices, MSG, hydrolyzed protein, dehydrated veg)
🇨🇳China · 25%
MSG and hydrolyzed protein largely imported.
9%
Brand's profit
🇨🇭Switzerland · 100%
Brand profit flows to Nestlé (CH).
04
How we know
The receipts.
Every number is sourced and tiered. We grade our own confidence so you don't have to take our word for it.
How much is hard-sourced
37% Tier 1–237% of this breakdown rests on hard data — GST schedule, live mandi prices, trade + filings. The rest is a category-typical estimate from an unreviewed draft template — treat it as directional, not gospel.
TIER 12
Hard government data
GST notifications, import data, tariffs
TIER 21
Verified industry
Company filings, audited reports
TIER 31
Modelled estimate
Industry benchmarks + ratios
TIER 40
Honest guess
Best informed estimate; flagged as such
Sources used for this product
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