Haldiram’s is a major Indian sweets and snacks manufacturer based in Nagpur, Maharashtra,

India. Haldiram’s has over 100 products in today’s date, however, the Haldiram Story began in
1937 when one Gangabhisan Aggarwal started a shop selling ‘Namkeens’ in the town of
Bikaner, Rajasthan.It was really this gentleman’s father Tansukhdas who originally started the
‘Bhujiya’ business but a new found popularity was gained by Gangabhisan’s small setup. The
name Haldiram as the story goes was his another name which was taken forward by his youngest
son Rameshwar Lal who opened a shop in Calcutta, West Bengal by the name, ‘Haldiram
Bhujiawala’.This name was the stepping stone to the later success story of Haldiram.
The company has manufacturing plants in Nagpur, New Delhi, Kolkata,
Bikaner. Haldiram’s has its own retail chain stores and a range of restaurants in Nagpur and
Delhi. In contemporary times, Haldiram’s products are exported to several countries worldwide,
including Sri Lanka, United Kingdom, United States, Canada, United Arab Emirates, Australia,
New Zealand, Japan, Thailand and others. In expansion, the company’s first manufacturing plant
was located in Calcutta. In 1970 a larger manufacturing plant was established in
Nagpur. Another manufacturing plant was established in New Delhi, the capital of India, in the
early 1990s, which also had a retail store.In 2003, the company began the process of developing
convenience foods to be marketed to consumers. In 2008, the chairman of the company’s Nagpur
branch was Shivkishan Agarwal.In 2014, Haldiram was ranked 55th among India’s most trusted
brands according to the Brand Trust Report, a study conducted by Trust Research Advisory.
From selling bhujiyas some 70 years ago in Bikaner, Haldiram’s was the first to lay emphasis on
packaging and presentation of its ready-to-eat snacks. The company with a turnover of Rs 400
crore and a brand valuation of Rs 1,500 crore, is now divided amongst three factions of the
family, with strictly outlined territories for each unit located in Kolkata, Delhi and Nagpur. One
of India’s biggest packaged food brands, with estimated turnover of Rs 400 crore and a self-
proclaimed brand valuation of Rs 1,500 crore, Haldiram’s transition from a one-counter sweet
shop in Bikaner in the early 1940’s to a full-fledged Indian snack foods company today has taken
a lot of people by surprise. Its namkeens tapped the needs of the lowest common denominator.
Haldiram despite captures by Nathu’s, Aggarwal’s and Bikanerwala still retains a market share
of 25% with a total turnover of Rs.400 Crores.Credit goes to it’s USP of serving authentic Indian
snacks prepared with unmatched hygeine and standardized quality.Also it has built the entire
empire around the core of Namkeen and sweets which has added to its portfolio of achievements
and serves as an important chapter in history and success story of Haldiram.
COMPANY PROFILE
HaldiRam’s Corporate Success Story – Dreams Blooming into Reality
HaldiRam’s : The Company which is today synonymous with Indian snacks and sweet food
market started the first chapter of the saga, as a small sweet shop in Bikaner, Rajasthan in 1935 .
By 1982, the company had set up its business in Kolkata, Nagpur & the bustling Chandni-Chowk
in Delhi.
An important diversification was inroads into the restaurant business with HaldiRam having 11
restaurants cum showrooms at premium locations of Delhi & NCR with plan to open various
outlets in Northern India.
Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S. Agarwal and
backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish & Umesh Agarwal) and
Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal (Consultant) , Rahul Kathuria , VK
Gupta, Mr. A.K. Tyagi) , today, the Vision and Mission of the company is to have global
presence as Food & beverage company through
Innovation
Professionalization
Expansion
Strategic Approach
Business Acquisition

Haldiram is on the way of its vision as today it is an ISO 9001 & HACCP certified company and
has presence all over India, 62 countries (UK, US , Germany, Australia, UAE- to name a few) in
world and top supermarkets of the world like TESCO, SOMMERFIELD, SPINNEYS,
CARREFOUR. The fact that today HaldiRam exports 60 mn dollars goods and has registered
40% growth over last 5 years itself tells its success story
With it they have busted the myth that Indian consumers will not pay extra for western concept
of packaged food and that two of the Indian Household kitchen category.
Haldiram’s ingredients of success recipe includes a diversified product portfolio, stringent
quality controls, good raw material, storage, production and packaging processes which has
resulted in unparallel taste and extended shelf life, Also Haldiram’s sensitivity to catering to
the local palates (30 – 40% of Haldiram flavours are sensitized to suit local taste) has resulted in
creating a loyal consumer base . Also no Modern trade is complete without stocking HaldiRam’s
products.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country.
HaldiRam has managed details of right technology, packaging standardizations, consumer
affordability, quality tasty products, and volume deliverables extremely well to weave the
magical success saga.
Last but not the least, the People behind the product – the local talent needs mentioning as they
have helped HaldiRam grow big.
Today, Haldiram can proudly claim that what began as a small-time enterprise in India is a
global phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR INDIANS NO
MATTER WHICH COUNTRY THEY LIVE IN.
Present
Stock Now
Today, Haldiram’s is a 1735.9 cr brand that is a familiar sight on shelves across the USA, UK
and the Middle East. Non Resident Indians carry back packets of Haldiram’s along with the
farewells and nostalgia. And it is this name that they look for as they scan shops for familiar
scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of namkeens (56
varieties), 20 tonnes of chips, papad (7 varieties) and fun food and 5 tonnes of tinned sweets (12
varieties) and soan papdi, on daily basis. Two more production units are coming up which will
not only increase capacity but also makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not been the simplest
of tasks; India speaks different taste buds to match. However, today it is a name that has become
synonymous with taste and quality not only within India but the world over.
Today Haldiram’s occupies considerable shelf space at prominent supermarkets the world over:
Tesco, Summerfield, Sipneys, and Carrefore. From traditional Indian sweets and savouries to the
more international chips, cookies, nuts and sherbets, its products are fast capturing the
imagination of people making it possible for it to aim for deep penetration in the Middle East,
East Europe and parts of North Africa. 10

DISTRIBUTION
Haldiram’s transacts on an advance RTGS basis from its wholesale dealers instead of the cheque
or cash system adopted by other major FMCG companies. This practice is consistent with
Haldiram’s philosophy of maintaining cash transactions throughout the supply chain and it also
minimizes dumping.
Distributers carry inventory that is just adequate to take care of the transit time from the branch
warehouse (C&F) to their premises. This just-in-time inventory strategy improves dealers return
on investment (ROI). All Haldiram’s branches engage in route scheduling and have dedicated
vehicle operations.
Future
Leveraging Our Existing Equity
The firm plans to leverage its equity in the domestic and international market to become a food
corporation with not just branded products under its belt but also restaurants, retail chains and
wide portfolio that includes such diverse products as milk-based food and noodles.
In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan, Columbia,
Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies, Sweden, Finland, Trinidad, and
Tobago.
Haldiram’s success saga is because of the pro-active thinking of making access into the
traditional, fresh homemade food and skilfully converting it into a product line extension. With
they have busted the myth that Indian consumers will not pay extra for western concept of
packaged food and that too of the Indian Household kitchen category.
It has also invested considerably in an advanced processing and packaging unit, which enables it
to marry tradition with technology. This is why, no matter whose shelf our product sits on, it
always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and institutional sales
is managed well by strong network of C&F, Distributors, Wholesalers and Retailers to make the
product available at remotest town of the country. 11

MARKETING STRATEGIES OF HALDI RAM’S

HISTORY-Haldirams is India's oldest and most trusted FMCG brand in business of exotic and
ethnic Indian food. Haldirams headquartered in New Delhi is world's biggest Indian Food
Company with specialty delicacies being sold and served in over 60+ countries around the world

HALDIRAM’S is a name associated with consumers for sweets and namkeens for the past six
decades in India and abroad. It made its modest start in the beginning 1941 in Bikaner in the
State of Rajas than. Today the company has diversified into snack food, sweets, syrups, biscuits
and fast food. It is the leader in the Namkeens segment with a 70% of that total share in the
market.

Haldiram’s is a huge brand and has diversified its activities into various industries. The one
industry where it is the king right now is the “namkeens” industry. Hence the project mainly
focuses on studying Haldiram’s namkeen division, though other areas have been briefly
mentioned

Haldiram’s offers a wide range of products to its customers. The product range includes
namkeens, sweets sharbat, bakery items, dairy products, chips, papad and ice creams. However
namkeens remain the main area of focus for the group as it contributes close to 60% of its total
revenues. By specializing in the manufacturing in the namkeen market the company has created
a niche market. The raw materials used to prepare namkeens are of best of quality and are
sourced from all over India.

The food industry in India is forever changing to suit their consumers’ palate, preference and
pocket. All the players in the industry thus, have to constantly adapt to the ever-changing trends
and invent and re-invent themselves to stay in the league.

Haldiram’s competes on the basis of numerous factors including brand recognition due to
distinct packaging, product quality, traditional taste and authentic Indian flavour.

OBJECTIVES –

 To study the marketing strategies and brand loyalty of Haldiram’s

 To study the marketing mix of Haldiram’s

 To study the behaviour of the consumer with respect to attributes such as Brand Loyalty
and come up with recommendations as to what all needs to be considered keeping the
consumer in mind

 To analyze Haldiram’s competitor and compare their strategies and come up with
recommendations for any problem being faced by it.
COMPETITORS OF HALDIRAM’S

The following are the major competitors of Haldiram’s:

Snacks
Bingo
lays
kurkure,
oye oye,
Diamond
Some local regional players
Namkeens
Bikaji
Bikaner wala,,
bikano,,
Balaji
Lehar
Some local regional players
Papad
Lijjat
ikaji
Some local region players
Sweets
Bikanerwala
Bengali sweets
Bikaner
Syrups
Roohafza
Kisan
Dabur
Ready To Eat (RET)
Milk maid
Nestle
However the comparison is restricted to Frito Lays, as this is the closest competitor of
Haldiram’s.
MANUFACTURING PROCESS-

There is a strong emphasis on international standards of manufacturing and quality control.

HALDIRAM’S products taste like they have arrived fresh out of granny’s kitchen; They share
the Indian granny’s proverbial fetish for hygiene. Their ethos may date back to vintage India, but
by outlook is every bit as professional as that of a progressive, modern day Indian company.
They have regular laboratory check to ensure that the quality parameters of FDA, USA and
Safety Act, UK are met at every level - raw material to finished products. They
also have advanced in-house testing facilities for Aflatoxin, Pesticides, Sudan colors and other
Microbiological tests And the laboratory is not all there is.they have a definite environmental
policy in place, which lays emphasis on waste management, water and energy conservation

MARKETING-

Haldirams product promotion had been low key until competition intensified in the snack foods
market. Consequently, attractive posters, brochures and mailers were designed to enhance the
visibility of the Haldirams brand. Different varieties of posters were designed to appeal to the
masses.

The punch line for Haldirams products was, ‘Always in good taste.’ Advertisements depicting
the entire range of Haldirams sweets and namkeens were published in the print media
(magazines and newspapers). These advertisements had captions such as ‘millions of tongues
can’t go wrong,’ ‘What are you waiting for, Diwali?’ and ‘Keeping your taste buds on their toes.

To increase the visibility of the Haldirams brand, the company placed its hoardings in high
traffic areas such as train stations and bus stations. Posters were designed for display on public
transport vehicles such as buses, and hoardings, focused on individual products were developed.
Captions such as ‘yeh corn hain’ (this is corn), ‘chota samosa – big mazaa’ (small samosa – big
entertainment), ‘yeh Kashmiri mix khoob jamega’ (this namkeen item will gel well) and ‘oozing
 with taste’ (for Rasgoolas) promoted individual products. For those customers who wanted to
know more about Haldirams products, special brochures were designed which described the
products and gave information about the ingredients used to make it. Mailers were also sent to
loyal customers and important corporate clients as a token of appreciation for their patronage

 SWEETS
 NAMKEEN
 Savouries
 Ready To Eat
 Frozen Food
 Confectionery
 Wafers
 Beverages
 Nuts
 Condiments
 Gift Packs

MISSION AND VISION

MISSION-

HALDIRAM’S strive to be the global leaders and providers of world class authentic and
premium Indian food & snacks. Haldirams is committed to supplying itscustomers with the
finest, high-quality products and thereby nourishing the experience of everyone they serve.

VISION-
Haldirams envisions becoming a leading food corporation with diverse range of food and snacks
products. They would endlessly work towards creating a brand which is synonymous to Taste &
Hygiene. Along with being the premier food company they also look forward to be the best in
terms of consumer value & customer service.
Sample Design
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. For
these investigation
Sample size: -
For market visit- 100 retail outlet.

For consumer survey – 100 customers

Trending- previous 2 year data

Area of operation: -
For market visit- Ghaziabad

Forecasting & trending - sales

Area of sampling:
 GHAZIBAD
 Vasundhara
 Vaishali
 Patelnagar
 Pratap Vihar
 Rahul Vihar
 Vijaynagar
 Kavinagar
 Sanjay Nagar
 Modinagar
 Muradnagar
 Duhai
 RAJNAGAR
Namkeens share in Gaziabad market

Sales

1st Qtr
Balaji
Bikanerwala
Haldiram

The data about consumptions and different namkeens sold in market has been collected
and it has been observed that haldirams capture highest percent share in namkeens and it
is about 60% share, balaji captures 17% of market share ,bikanerwala holds 20% share of
market and rest has been captured by other brands.
Chips share in ghaziabad market

Sales

Others
Bikano
ITC
Haldiram
Lays
Oyes
 data collected and analysis lays captures highest share in market that is 30% of market
share, haldirams also captures quite good share of market. On analysis % share of
different brand is shown.
There are so many brands that offer there products in market
Lays:- everyone is aware of these product and so it occupies highest sales volume
Haldirams it is known brand and performance is quite well
Itc is also a renowed brand but its performance is not up to the mark as it spends
huge money in promotion
Bikanerwala is a growing brand
Oyes is also a quick growing brand
Others struglling to capture the market.