The presentation is based on the succes of Haldiram, without aggressive advertisement and is referred from Economic Times.

1. Haldiram races past MNCs
and Regional Rivals

2. Economic Times article dated 20th February 2017

3. Introduction
▪ Started in 1937 at Bikaner, Rajasthan
▪ Current revenue of (Rs. 4000crore ) $ 590million
largest brand after parle
▪ Packaged foods – 80% revenue
▪ Market leader in traditional snacks
▪ shrugged the scrutinity of food regulation amidst the Maggi crisis.
▪ 3 operation area : a.northern:2136crore
b. western & southern:1613rscrore
c. eastern :298crore
▪

4. MARKETING MIX
• Halidram offers a wide range of products
including namkeen, sweets, sharbat, dairy
products.
• Namkeen segment contributes close to 60% of
total revenue.
• Raw materials of high quality sourced from all
over india.
• Customizes its product as per consumer taste
from region to region.

5. Contd…
• Launched products like murukkus and chennai mixture
for South Indian market and bhelpuri for western India.
• Company has experienced Bikaneri namkeen makers who
use high quality original spices and other ingredients.
• Haldiram offer its products at competitive prices.
• The Company has strong distribution network with Delhi
unit itself having 700 distributors.
• Delhi and Nagpur unit have maximum retail outlets.

6. SWOT ANALYSIS
STRENGHTS
• Large product basket
• Tradition and quality
• Undisputed market leaders
• Word of mouth
• Launching of small packets
THREATS
• Large no. of competitors
• ITC & MTR - western snacks
• Local restuarants and sweet
shops
OPPORTUNITIES
• Healthy snacks
• Snacks catering to youths
• Aggressive ads and promotion
WEAKNESS
• No emphasis on market survey
• No policies in CSR
• Involved only in Indian snacks

7. ▪ Entered in International market year 2000
▪ $1.7 million to $ 6.0 million current increase from the
year 2001
▪ Exported in USA , UK, AUSTRALIA, GERMANY, NEW
ZEALAND, etc.
▪ Opening of restaurants
▪ Ethnicity angle in the marketing
EXPANSION IN OVERSEAS MARKET

8. MARKET SEGMENTATION
 WOMEN – Namkeens and other ready-to-eat food needs
 KIDS - Takatak & Whoopies
 HEALTH CONSCIOUS CUSTOMERS – sugar free sweets
 Famous mithai like sonpapdi for all segments

9. MARKET SHARE
27%
45%
16%
12%
Market Share in India
Haldiram Frito Lays ITC Others