INTRODUCTION
Haldiram's is an Indian multinational sweets, snacks, and restaurant company headquartered
in Noida. The company has manufacturing plants in a wide variety of locations such as
Nagpur, New Delhi, Gurgaon, Hooghly, Rudrapur, and Noida. Haldiram has its own retail
chain stores and a range of restaurants in Pune, Nagpur, Raipur, Kolkata, Noida, and Delhi.
HISTORY
Haldiram's was founded in 1937 by Ganga Bishan Agarwal, fondly known as Haldiram Ji in
his household; as a retail sweets and namkeen shop in Bikaner, Rajasthan.
In order to drive expansion, the company's first manufacturing plant was started in Calcutta
(now Kolkata). In 1970, a larger manufacturing plant was established in Jaipur. Another
manufacturing plant was established in New Delhi, the capital of India, in the early 1990s. In
2003, the company began the process of developing convenience foods to be marketed to
consumers. In 2014, Haldiram's was ranked 55th among India's most trusted brands
according to the Brand Trust Report; a study conducted by Trust Research Advisory. The
company has grown at a tremendous pace over the years and in 2017 it was crowned as the
country's largest snack company, surpassing all other domestic and international competitors.
Haldiram's products are available in more than 80 countries. In 2006 Haldiram Owner
Mahesh was held guilty for trying to murder a Tea Seller.
ORGANTISATION STRUCTURE
SHIVKISHAN AGARWAL
(FOUNDER)
PRASHANT PADOL RAJENDRA AGARWAL CHAITANYA VIVEK PANDEY
ANANTWAR
(ASSISTANT DESIGN (CHIEF EXECUTIVE (SENIOR EXECUTIVE
MANAGER) OFFICER) (HR EXECUTIVE) DIGITAL MARKETING)
SWAPNIL RAM TIDKE SANJAY MUNSHI
SDHARAMTHOK (SYSTEM (VICE PRESIDENT)
(SYSTEM ADMINISTRATOR)
COORDINATOR)
BRAND PRODUCTS
Snacks
Mathis
Namkeens
Papad
Pickles
Diet Snacks
Baked Snacks
Sweets
Beverages
Frozen Foods
Potato Chips
Dry Fruits
CASE STUDY
BEGINNING OF THE EMPIRE
Haldiram's is a household name in India, selling everything from savory snacks, known as
namkeens, to traditional sweets, potato chips and more recently, complete frozen Indian
meals. Its branded goods are sold in stores, including its own, across the country. The
company is over 80 years old. The story of the brand dates back to 1937 to a town called
Bikaner in Rajasthan, where Haldiram's was a small snacks shop owned by Mr.
Gangabhishan Agarwal, known as Haldiram Agarwal. At the age of 12, Gangabhishan
Agarwal, got to know the recipe from his aunt who used to make a thick and soft prototype of
the current snack known as Bikaneri bhujia. When Gangabhishan joined his family snack
shop at Bhujia Bazar in Bikaner, he used his aunt's trick. Gangabhishan Agarwal reinvented
bhujia by adding moth ki daal instead of besan & made Bhujia sev (a type of lentil). And this
made bhujia extremely delicious, turning it into a delicacy overnight. His main focus was on
to make the fine crispy bhujia and with low fat, so as it gives customer enhanced experience
of eating bhujia and at the same time it could make the customers feel something different
from the conventional bhujia sold in bikaner. He knew how to brand his new product smartly.
Thus he named it "Dungar sev" after Dungar Singh, the popular Maharaja of Bikaner.
Although the name dungar did not have any connection to the maharaja, it acted like a brand
ambassador for the Haldiram's bhujia. Therefore perceived value of the product was
enhanced to a large extent. As a result, people do not mind paying extra money over other's
bhujiya sev; considering it as they are purchasing premium products. And Demand for
Haldiram's Dangar sev is skyrocketing within just a few weeks. This was the founding pillar
of the incredible Haldiram story.
HALDIRAM’S EXPANSION
The Haldiram empire too had a humble beginning. Haldiram kept on experimenting with the
taste of bhujia and of its success Haldiram went to attend the marriage in Kolkata there he
gets the idea of opening a shop there and by this initiative, his first step towards the branching
of his Bikaner Bhujia business is started and by passing of time his business started to spread
in parts of Nagpur and some of the capitals and by here the success of Haldiram started. For
any business to spread in the market and stick its roots in the market its expansion is very
necessary to build the business. The second generation of Agarwal did not expand the
business further. However, grandsons Manoharlal and Shivkishan took the business to Delhi
and Nagpur respectively. The Chandni Chowk shop in Delhi proved to be a huge hit with the
masses. The Second Pillar of Haldiram growth was actually led by Mr. Shivkishan Agarwal
in the late 1960s and he belongs to the third generation in the Agarwal family. Until this point
family had seprated into the discrete business which was in Bikaner, Kolkata and Nagpur and
when Bikaner & Kolkata were doing very well, Shivkishan was struggling to sell bhujia in
Nagpur, because the demand for snacks in general was not very high in Maharashtra.
Therefore he decided to take a step back and got back on the ground to do a market research
about the food habits of Maharashtrian and that is when, after making countless visits to the
most popular stores in Nagpur, Shivkishan identified three major opportunities in the market.
The first thing he realised was that maharashtrian had not been exposed to more than few
savoury snacks and this presented him a hugh opportunities to be a first mover in the market
but at the same time, just like any other first mover the trust factor or the hesistancy of the
people was major obstacles for market penetration. Second gap was identified was in the
sweet market, and he noted that most popular shops in Maharashtra mostly sold only
Balushahi, Peda, Mysore pak and laddo. This is when he realised that Maharashtrian
definitely had a sweet tooth that could be exploited further. And thirdly, Shivkishan realized
that because the variety of sweets in Maharashtra is very less, there was an immense scope
for hundred of sweet delicious from other region that could leveraged market penetration.
And guess what? He started by making his favourite sweet using milk,sugar,dry fruits,cashew
nuts and saffron. And this is how gave rise to the iconic "Kaju Katli" in Maharashtra and
slowly across India. In 1975, Haldiram's set up manufacturing plants in Delhi as well as
Nagpur, The company came to be divided between three distinct areas of operations with
Delhi-based Haldiram Snacks and Ethnic Foods in the northern region, Nagpur-based
Haldiram Foods International in western and southern regions and a much smaller Kolkata-
based Haldiram Bhujiawala in the eastern region. The Delhi business has emerged to be the
largest. Haldiram business expands in many more cities of India as well as foreign countries.
Today, the company exportation of products spreads to more than 80 countries including the
US.
And in 2003, the multicrore company get the certification of the most trusted brand industry
and the company started to work in all four directions of the country mostly acquire the entire
northern region but little weak in the southern region which is not come in that success mark
even after doing so many attempts in comparison to other three regions.
MAKING BILLIONS FROM BUJIA
The ongoing talks with Kellogg's (Largest manufacturer of Cornflakes) involve two of the
three branches of the company — Delhi-based Haldiram Ethnic Foods and its affiliates, and
Nagpur based Haldiram's Food International and affiliates. The two businesses are believed to
be valued at around $3 billion (Rs 24,000 crore),(excluding the Kolkata branch). That's
massive! But now this rumored 'purchase' has left all of us wondering what would be the mix
of cornflakes with bhujia be like?
FROM BIKANER SHOP TO FRENCH BAKERY
In 1937 when Gangabhishan set up his bhujia shop in Bikaner, he would have rarely
imagined that Haldiram's would be selling Veg Shami Kebab, Soya Shami Kebab and Hara
Bhara Kebab. But, well isn't that common to all these tycoons – they never know that they
will be so big someday, do it anyway and unmask wonders! Haldiram's has definitely come a
long way from Gangabhishan's thinking, moth-dal bhujia to a range of kebabs it offers in the
Middle East as part of its frozen foods business. Recently, Haldiram's signed its first
partnership outside the family and entered into an exclusive master franchisee partnership
with French bakery cafe Brioche Dorée, the world's second-largest bakery chain, to set up
their café in Delhi. For the first time, the Brioche Dorée cafes will serve only vegetarian food.
OBSTACLES ON THE PATH OF SUCCESS
Every success has its ups and downs and success can't be achieved in one day it takes many
sleepless nights and it also takes time and effort the way of success is never be smooth just
like that this company also have to go through many challenges like in the year 2015 when
ban in Maggie occurs at that time many products of Haldiram is also banned by regulatory of
food authority that brings lost in the profit of the company. FDA of India after several tests
gave the Haldiram Company a clean chit and after that company took the initiative to tie up
with companies and it also provided food facilities to the passengers in partnership with the
Indian railway and by that, the company success rate again comes in places.
HALDIRAM BECOMES INDIA’S BIGGEST SNACK MAKER WITH A TURNOVER
OF RS 4000 CRORE
In year ended September 2017, Haldiram's regained the top spot as the country's largest snack
company after more than two decades, surpassing PepsiCo in sales. Haldiram's posted sales
of Rs 4,224.80 crore in the year ended September 2017, compared with PepsiCo.'s sales of
Rs.3990.70 Crore only. During the same period, Haldiram's market share surged at faster
pace at nearly 30% as against 10-12% in 2012-16. According to a report by The Economic
Times, "The Indian snacks maker Haldiram is now twice the size of Hindustan Unilever's
packaged food division or Nestle's Maggi and larger than the India turnover of the two
American fast food rivals Domino's and McDonald's put together."
Haldiram's Marketing Strategy & Marketing Mix
Marketing strategy of Haldirams along with the marketing mix framework 4Ps (Product,
Price, Place, Promotion) and several marketing strategies like product pricing approach,
promotion planning and business strategies, based on Haldiram mix, help the brand to
succeed in the market and achieve its business goals. Let us start the Haldirams Marketing
Strategy & Mix to understand its product, pricing,promotion and distribution strategies:
1. Haldiram's Product Strategy:
Haldirams is one of the largest food & and snack manufacturers & and retail outlets in India.
Haldiram's business first started with Bhujia Namkeen but later on, by seeing the tremendous
success of the company it started to include many more products like Haldiram sweets
(Rashgula,Gulabjamun,Kajukatli), snacks (AaloBhujia, KhataMitha, Namkeen, Peanuts),
Papadum, Cookies, Pickles, Chips, Dry Fruits, and even complete frozen foods and Now,
currently Haldiram produced more than 400+ products. The company also has an online
presence where customers can order and avail of various special products offered by
Haldirams which include custom sweet festive products and custom tokni. Haldiram's
product strategy as a part of its marketing mix covers various sizes to satisfy the different
requirements of customers. They also give a lot of attractive packaging with attractive colours
to encourage impulse buying among customers package also comes filled with nitrogen to
increase the shelf life of products. The whole manufacturing process is in-house and strict
checks are done by the founder's family members themselves. There is uniformity in
authenticity in taste which makes Haldirams a tremendous success in the Indian snacks
market.
2. Haldiram's Price/Pricing Strategy:
Haldirams charge a minimal premium owing to the branded and well-packaged product
giving huge importance to good presentation and lively packaging as a way of differing
branded unorganized products and thus demand a premium for it. But since the premium that
consumers usually don't mind given the trusted high-quality products. At the same keep
prices slightly lower than other branded competitors like Bikaji, Lehar, Balaji, etc.
Competitive pricing is the backbone of its marketing mix business strategy. To charm
sensitive customers, Haldirams has come up with small one-time consumption packaging
which is priced at Rs.10 only.
3. Haldiram's Place & Distribution Strategy :
Haldirams are manufactured in Delhi, Haldiram Bhujiawala in Kolkata, and Haldirams Foods
in Nagpur. The Haldirams Snacks and Ethnic Foods in Delhi had earnings of Rs.2,000+
crores from the northern region. The three restaurant formats under which they operate are —
Quick service restaurants (QSR) and kiosks. Also, the company also started its restaurant
outlets in Kolkata, Noida, Delhi, Nagpur, and Pune. but 80% of revenue is generated from the
products business. The company is planning to expand a franchise-based model and has a
strong network for the distribution of its products in India and abroad.
4. Haldiram's Promotion & Advertisement Strategy :
Haldirams never followed an aggressive marketing strategy, but let the products speak for
themselves by strong point-of-sale promotional practices. They also benefitted from a huge
loyal customer base and word-of-mouth promotions. However, owing to the recent rise in
competition, Haldirams has now come up with small 30-second YouTube ads to target urban
and international customers. It also does city-level promotions using colorful hoardings and
posters. In 2015, Haldirams tied up with a Bollywood movie "Prem Ratan Dhan Payo" and
launched a contest for promotions. New packs were also launched with pictures of characters
from the movie and more than 1.5 crore packets of Haldiram snacks were distributed to Pan
India under this promotion campaign. Haldirams focuses more on the point of purchase
advertising and uses special racks for its products in the mall. Packaging was an important
aspect of Haldiram's product promotion.
SALES
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
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
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
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
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
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
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
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
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
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,
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.
BIBLIOGRAPHY
https://www.studocu.com/
https://www.caclubindia.com/articles/from-bhujia-makers-to-3-billion-empire-case-
study-on-haldirams-48102.asp
https://thestrategystory.com/2020/10/14/what-is-haldirams-story-how-it-became-the-
largest-snack-seller
https://www.indiamart.com/proddeta
https://www.thebrandingjournal.com/2022/08/brand-personality/
