presenting growth of haldiram business analysis

1. DAYANANDA SAGAR COLLEGE OF ENGINEERING
(An Autonomous Institution, affiliated to VTU, Approved by AICTE & ISO
-9001:2015 Certified institution)
Shavige Malleshwara Hills, Kumaraswamy Layout, Bangalore – 560 078
DEPARTMENT OF AERONAUTICAL ENGINEERING

2. PRESENTED BY:
1. RAGHUNATH REDDY 1DS20AE021
2. PRUTHVIRAJ THORAT 1DS20AE029
3. SRUJAN YANKANCHI 1DS20AE039
4. UDAYKIRAN BIRADAR 1DS20AE042

3.  Haldiram's started in Bikaner, is one of India's largest
sweets and snacks manufacturers. Haldiram has its
establishment in many parts of India viz Delhi, Gurgaon,
Nagpur etc.
 It held the snacks market for more than 70 years and
still continues as the best indian snacks company in the
globe.

4. Haldiram was founded in 1937 by Ganga Bishan
Agarwal, fondly known as Haldiram Ji in his household;
as a retail namkeen shop in Bikaner, Rajasthan.
Beginning of way back in 1941 in Rajasthan
The brand name HALDIRAM BHUJIWALA was
introduced.
Subsequently in 1958 reach extended to Kolkata and
further to west of india and never looked back.

5. In order to drive expansion, the company's first
manufacturing plant was started in Calcutta.
In 1970, a larger manufacturing plant was
established in Jaipur.
Another manufacturing plant was established
in New Delhi, in the early 1990s.
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.

6. In 2017 it was crowned as the country's largest snack
company, surpassing all other domestic and
international competitors.
The company offered a wide variety of traditional Indian
sweets and snacks at competitive prices that appeled to
people belonging to different aged groups.
It has expanded its presence to more than 80 countries
worldwide, starting with US.
It was the first company in india to brand “NAMKEENS”.

7. Shahi Mixture Moong Dal
Cornflakes Mixture Kashmiri Mixture
Kaju Mixture Aloo Bhujia
Bhujia Navrattan
Chana Jor Garan Bombay Chana
Chilli Chatak Laccha All In One
BhelpuriMeti Sev Mint Lachha
Khatta Meetha Plain Bhujia

8. SHAHI MIXTURE: mildly-spiced mixture of
exotic ingredients like Almonds,Pistachio
nuts,Cashew nuts,Spinach and Musk melon
seeds,Moong pulses and Gram flour.
CORNFLAKES MIXTURE: mildly-spiced mixture
of fried Cornflakes, Cashew nuts, shredded
potatoes, Gram flour, Spinach, Raisins,
Sesame and Poppy seeds.

9. BHUJIA: Bhujia or Namkeen bhujia is a savoury deep-
fried snack made from chickpea flour.
KASHMIRI MIXTURE: Haldiram Kashmiri Mixture is the
crunchy and crispy namkeen made of green gram,
potato chips and cashew nuts and other ingredients.
KHATTA MEETHA: sweet and sour snack made of
peanuts, Gram pulses, Peas.

10. 30%
10%
60%
NAMKEENS
SWEETS
OTHERS

11. SWOT
ANALYSIS
W
S
O
T
1. Quality
2. Research and Development
3. Pricing
4. Packaging
5. Trust of the consumers
1.Less advertising is done
compared to other food
brands
2.Involved only in Indian
snacks
1.Increase its reach in
India and abroad
2.Expand the hotel
business
3.Increase the number of
outlets
1.Customers are inclined
towards western ways
2.Indian snacks are
considered unhealthy
3.Increased competition
from other brands and
local players

12. 3
50
1075
Manufacturer
C&F Agents
Distributors
Retailers/Malls/outlets
Consumers
6,00,000+
Margin levels
5%
8-10%
14-30%

13. HALDIRAM
27%
FRITO LAYS
45%
ITC
16%
OTHERS
12%
HALDIRAM FRITO LAYS ITC OTHERS

14. 1. U.S.A
2. U.K
3. Germany
4. Spain
5. Holland
6. Switzerland
7. France
8. Italy
9. U.A.E
10. Kuwait
11. Qatar
12. Bahrain
13. Saudi Arabia
14. Australia
15. New Zealand
16. Japan
17. Sri Lanka
18. Thailand
19. Singapore
20. Philippines
21. Nepal
22. Botswana
23. West Indies

16. Back then bhujia in Bikaner was very commoditized product
Haldiram made major three changes in making of bhujia
Initially bhujias where made of besan but he started making it
out of Moth ki dall this made bhujia delicious. In addition to this
instead of making them soft he started to making them into fine
crispy mixture.
He started to selling this bhujia at 150% extra cost compared to
market
He named his bhujia as Dungar sev which was named after the
maharaja dungar singh but it didn’t have any connection to the
maharaja.

17. Haldiram separated into three discrete businesses which
where in Bikaner, Kolkata and Nagpur .
Bikaner and Kolkata were doing well but shiv kishan the 3rd
generation of Agarwal family was struggling to sell bhujias in
Nagpur because the demand for snacks in general was not
very high in Maharashtra.
Then he realized that maharastrians had not been exposed to
more savory snacks and sweet market sold only few sweets.
Then he introduced different sweets like kaju katli, malai
ladu, rasgula and rasmalia.
Within 3 years sells shot up by 400%.
Then he started south indian restaurant in Nagpur for
costumer acquisition reasons.

18. HALDIRAM PROVIDES A SAVORY SNACKS AS CUSTOMERS TASTE &
PREFERENCES.
As WOMEN are the buyers for household needs and the deciding
factor on what to be served to the guests. Haldiram targets
them for their Namkeens. Minute Khana for those ready-to-eat
food needs.
Takatak & Whoopies for KIDS.
In mithai also, they have come with sugar free sweets for the
“diabetic” or HEALTH CONSCIOUS CUSTOMERS.
Further, there is something for everyone in Haldiram’s varied
product range, and the all famous Mithai for everyone at home.

19. PACKAGING:attractive packaging in different colors influences purchases.
During festival season haldiram’s products are sold in attractive looking
special gift packs
PRICE: Competitive Price to penetrate the unorganized markets .Prices varies
according to weights & type of Namkeens & raw materials.
PLACE: Where customers can purchase the product is also an important
factor in determining sales. It is available at Railway outlet & Retail Shops. It
is also available in rural & urban areas.
PROMOTION: High awareness among the customers. High brand loyalty for
Haldiram Products.
POSITIONING: Haldiram offers ready to eat high quality readily available
Indian snacks with excellent packaging which provides increased shelf life to
its products.

20. 0
2000
4000
6000
8000
2015 2016 2017 2018 2019 2020 2021
Revenue
in
(crores)
years

21. Haldiram’s is an ISO 9002 and HACCP recognized company with
several awards under its belt.
International Award for food & Beverages awarded by Trade
Leaders Club in Barcelona, Spain in 1994.
Kashalkar Memorial Award presented by All India Food Preservers
Association in 1996 at its Golden Jubliee Celebration for
manufacturing the best quality food products.
Haldiram was ranked as the 98th in the "India' Most Trusted
Brands 2003" Survey done by A.C. Nielsen ORG MARG
commissioned by " The Economics Times”
MERA Delhi Award was awarded by Agricultural & Processed Food
Products Export Development Authority in the year 2004.

22. There is high awareness level for different Haldiram’s Products amongst
the retailers.
They have vast market coverage.
Thus, through hard work and correct marketing strategies: Haldiram has
become an integral part of each family.
From the survey of 250 retailer in delhi it was noticed that in most of the
retailers are keeping Haldiram namkeens.
Market share of Haldiram namkeen is more than double of its
competitors.
From the data it’s quite clear that while promoting any brand the
foremost consideration are good demand & margin followed by regular
supply and next comes brand names.

23. Average annual sale come out to be highest of Haldiram’s namkeens
followed by Lehar, Bikano, local brand like Namkeens, Raja, Shammi,
Tingle ,Shah, Aone, Rajsi, etc.
There is significantly high brand loyalty for Haldiram’s products
amongst the customers.
Haldiram’s – a place where Quality and services a matter of habit.