Prepared By:

Abhishek Sharma Abhishek Singla Deepika Shrimal Ankit Juneja Devvarat Saurabh Gupta Siddharth Gupta

Introduction • Over a period spanning six and a half decades, the Over a period spanning six and a half decades, the

Haldiram's Group had emerged as a household nameHaldiram's Group had emerged as a household name for for ready-to-eat snack foods in India. It had come a long way ready-to-eat snack foods in India. It had come a long way since its relatively humble beginning in 1937 as a small time since its relatively humble beginning in 1937 as a small time sweet shop in Bikaner, in the Rajasthan state of India.sweet shop in Bikaner, in the Rajasthan state of India.

• In 1937, Ganga Bishen AgarwalIn 1937, Ganga Bishen Agarwal, , (popularly known as (popularly known as Haldiram), opened a small sweet shop in Bikaner, a small Haldiram), opened a small sweet shop in Bikaner, a small district in Rajasthan. Bikaner had a large number of sweet district in Rajasthan. Bikaner had a large number of sweet shops selling sweets as well as namkeens. shops selling sweets as well as namkeens.

• 'Bhujia Sev’ 'Bhujia Sev’ , , a salty snack prepared by Ganga Bishen, was a salty snack prepared by Ganga Bishen, was very popular among the residents of Bikaner and was also very popular among the residents of Bikaner and was also purchased by tourists coming to Bikaner.purchased by tourists coming to Bikaner.

• In 1941, the name 'Haldiram's Bhujiawala' was used for the In 1941, the name 'Haldiram's Bhujiawala' was used for the first time...first time...

Reason for its fame……..Reason for its fame…….. It was the first company in India to brand ‘Namkeens‘.It was the first company in India to brand ‘Namkeens‘.

It was also one of the first companies in India to open a restaurant in It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as New Delhi offering traditional Indian snack food items such as ‘panipuri’, ‘chat papri’, thus catering to a niche of society thereby ‘panipuri’, ‘chat papri’, thus catering to a niche of society thereby making hygiene the main focus.making hygiene the main focus.

The group also pioneered new ways of packaging namkeens The group also pioneered new ways of packaging namkeens increasing their shelf-life from less to a week to more than six increasing their shelf-life from less to a week to more than six months using the latest technology (packaging of food items in months using the latest technology (packaging of food items in nitrogen filled pouches).nitrogen filled pouches).

Haldiram's restaurants in Delhi also used innovative ways to attract Haldiram's restaurants in Delhi also used innovative ways to attract customers, like employing special play area for children. To cater to customers, like employing special play area for children. To cater to NRI's and foreign tourists, who hesitated to consume unhygienic NRI's and foreign tourists, who hesitated to consume unhygienic snack foods sold by the roadside vendors, its restaurant located in snack foods sold by the roadside vendors, its restaurant located in South Delhi used specially purified water to make snack foods South Delhi used specially purified water to make snack foods including panipuri and chat papri. including panipuri and chat papri.

ProductsProducts Haldiram's offered a wide range of products to its customersHaldiram's offered a wide range of products to its customers NamkeensNamkeens SweetsSweets SharbatsSharbats Bakery itemsBakery items Dairy productsDairy products PapadPapad Ice-creamIce-cream

However, namkeens remained the main focus area for the group However, namkeens remained the main focus area for the group contributing close to 60% of its total revenues...contributing close to 60% of its total revenues...

Haldiram's sought to customize its products to suit the tastes and Haldiram's sought to customize its products to suit the tastes and preferences of customers from different parts of India. It launched preferences of customers from different parts of India. It launched products, which catered to the tastes of people belonging to products, which catered to the tastes of people belonging to specific regions. For example, it launched 'Murukkus,' a South specific regions. For example, it launched 'Murukkus,' a South Indian snack, and 'Chennai Mixture' for south Indian customers. Indian snack, and 'Chennai Mixture' for south Indian customers.

PricingPricing Haldiram's offered its products at competitive prices in order to Haldiram's offered its products at competitive prices in order to

penetrate the huge unorganized market of namkeens and sweets.penetrate the huge unorganized market of namkeens and sweets.

The company's pricing strategy took into consideration the price The company's pricing strategy took into consideration the price conscious nature of consumers in India.conscious nature of consumers in India.

PRICE RANGE OF 'NAMKEENS' OFFERED BY HALDIRAM'S

PACK WEIGHT PRICE (in Rs)

30 gms 5

85 gms 10

180 gms - 250 gms 18-35

400 gms - 500 gms 40-70

1kg 95-200

PlacePlace

• Haldiram's developed a strong distribution network to ensure Haldiram's developed a strong distribution network to ensure the widest possible reach for its products in India as well the widest possible reach for its products in India as well as overseas.as overseas.

• Apart from the exclusive showrooms owned by Haldiram's, the Apart from the exclusive showrooms owned by Haldiram's, the company offered its products through retail outlets such as company offered its products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice supermarkets, sweet shops, provision stores, bakeries and ice cream parlors.cream parlors.

• The products were also available in public places such as The products were also available in public places such as railway stations and bus stations that accounted for a sizeable railway stations and bus stations that accounted for a sizeable amount of its sales.amount of its sales.

• It was also one of the first companies in India to open a It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food restaurant in New Delhi offering traditional Indian snack food items.items.

DelhiBikaner

Nagpur

Kolkata

ProcessProcess

PromotionPromotion The company tied up with 'Profile Advertising' for promoting its The company tied up with 'Profile Advertising' for promoting its

products through attractive posters, brochures and mailers in order products through attractive posters, brochures and mailers in order to enhance the brand.to enhance the brand.

The company placed its hoardings in high traffic areas such as train The company placed its hoardings in high traffic areas such as train stations and bus stations. Posters were designed for display on stations and bus stations. Posters were designed for display on public transport vehicles such as buses, and hoardings, focused on public transport vehicles such as buses, and hoardings, focused on individual products were developed.individual products were developed.

Packaging was an important aspect of Haldiram's product promotion. Packaging was an important aspect of Haldiram's product promotion. During festival season, Haldiram's products were sold in attractive During festival season, Haldiram's products were sold in attractive looking special gift packs. looking special gift packs.

The use of the latest technology (food items were packed in nitrogen The use of the latest technology (food items were packed in nitrogen filled pouches) to increase the shelf life of its products. The company filled pouches) to increase the shelf life of its products. The company projected the shelf life of its products as its unique selling projected the shelf life of its products as its unique selling proposition. Posters highlighting the shelf life of its products carried proposition. Posters highlighting the shelf life of its products carried the caption 'six months on the shelf and six seconds in your mouth’.the caption 'six months on the shelf and six seconds in your mouth’.

PeoplePeople

The above initiatives helped Haldiram's to uniquely The above initiatives helped Haldiram's to uniquely position its brand in the minds of the traditional Indian position its brand in the minds of the traditional Indian personnel.personnel.

The products of Haldiram’s are made for every one that The products of Haldiram’s are made for every one that is it can be associated to all age groups and makes the is it can be associated to all age groups and makes the life of everybody enjoyable with its delicious products life of everybody enjoyable with its delicious products and in all categories.and in all categories.

An analyst said, "Haldiram once was just another sweet An analyst said, "Haldiram once was just another sweet maker but it has moved into trained brands first by maker but it has moved into trained brands first by improving the product quality and packaging. Through improving the product quality and packaging. Through its clever products and brilliant distribution it had moved its clever products and brilliant distribution it had moved into the star category of brands."...into the star category of brands."...

SegmentationSegmentation

Haldiram’s very nicely segmented its marketaccording to income and occupations. Their main target is youth working in heavily industrialized areas surrounding their outlets and who are under middle-income brackets. Thus, they have deeper product lines for North Indian lunches.

PositioningPositioning Through its clever products and brilliant distribution it had

moved into the star category of brands. Haldiram's earned recognition both in India and abroad. The Nagpur unit of Haldiram's was conferred the International Food Award, by the Trofeo International Alimentation of Barcelona, Spain for having maintained high standards in quality and hygiene, at its manufacturing unit.

The Delhi unit was awarded the Keshalkar Memorial Award by the All India Food Preservers Association in the mid 1980s in recognition of its efforts for popularizing ethnic Indian foods in India and abroad. In 1994, the unit was awarded the International Award for Food & Beverages by the Trade Leaders Club in Barcelona, Spain. The unit also received the Brand Equity Award in 1998. Manoharlal Agarwal, who played a key role in the success of the Delhi unit, was included in the eighth edition of Distinguished Leadership by the Board of Registrars of The American Biographical Institute. Haldiram's was also admitted as the member of Snack Food Association, US.

RecommendatioRecommendationsns

Aggressive competition from Frito Lay India Ltd. and SM foods. As there was a statement made by Managing Director of Frito Lay India Ltd. (Mr. Manu Anand) in 2007 that “our brand (Leher) is nowhere near the dominance of Haldiram’s.”

Innovative products and retail forms (Food Malls).

Addressing other segments with an inclination to fast food – such as children, teenagers and college goers.

Venture into other product categories, new snacks with different variants and flavors backed by sound market research.

Company diversifies and tap regions other than Delhi and Nagpur.

Thank You