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Haldiram

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|Company Report

Haldiram's - An icon in Indian food processing industry
Thursday, December 16, 2004
Our Bureau, Mumbai

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. It has managed to succeed in the face of stiff competition from global food giants.

It loathes the concepts of marketing and branding, and yet was the first to brand its namkeens and sweets in the country - and the first to lay emphasis on packaging and presentation of its ready-to-eat snacks.

For the middle-class, Haldiram's brought in convenience and economy through its quick service restaurants. Its namkeens tapped the needs of the lowest common denominator. Says Prabhu Shankar Agarwal, chairman, Haldiram's, "My grandfather Ganga Bishen Agarwal, alias Haldiram, used to serve bhujiyas to his clients nearly 70 years back, unaware that one day he would create history. Later my...