The Top Indian Snack : Haldiram’s Success Mantra in becoming the most trusted brand.

Undoubtedly the snacking industry in India rose to a premium position with “Haldiram’s”. Shadi ho ya tyohar, Haldiram’s is the most trusted and popular brand since ages.  In the year 2023, India held the 11th rank in the World’s 100 best cuisines list!! We are truly the connoisseur of taste.

India is the fourth largest tea consuming country in the world.  With 72% of population drinking tea, the demand for snacks to accompany is apparently high. What is “Chai pe charcha” without Haldiram’s Bhujia. I know all of you want to know the success story behind building an empire with the valuation of $10 million.

Let us know all the answers to your question!

How did “Haldiram’s” get its name?

The man behind establishing the leading business “Ganga Bishan Agarwal” dreamt of giving it a new shape when he was 11 years old, much before Indian Independence in 1919. Haldiram’s was finally introduced with the upgraded version in the year 1941. 

 Agarwal Ji belonged to a Marwari family in Bikaner, Rajasthan. As a young boy he was nicknamed as “Haldiram“. He worked along with his father and tried to perfect the art of “bhujia” making. 

Haldiram’s competitors back then:

There was a high demand for “Bhujia” during that period. The taste was almost the same with all the sellers, the only difference was money. This compelled Haldiram to “think out of the box” to maximise their profit and expand the business.

After a lot of trial & error he ended up with moth beans (ref. pic) instead of gram flour which made the bhujia crispier. Focusing on the demand, he tried to introduce Haldirams as a premium brand by selling it for 5 paise per kg whereas the market price during that period was 2 paise/kg. 

Agarwal Ji established the trust and quality assurance by naming it after the King of Bikaner, Dongar Sev. 

 The Haldiram’s business development:

The second innings started in 1960 by Shiv Kishan Agarwal, the grandson of Haldiram. The Agarwal family was divided into three parts. Living in three different cities Bikaner, Kolkata and Nagpur, the business expanded its branch. Haldiram’s flourished in Kolkata and Bikaner whereas Nagpur turned out to be a challenge. They had to create awareness about the different snacking options available. Inorder to gain the trust of Maharastrians he introduced his favourite sweet “Kaju Katli ” and distributed free samples. Today we have more than 400 varieties of options including samosa, kachori, sweets etc.

Man behind the strategic development of Haldiram:

The present chairman of Haldiram’s, Manohar Lal Agarwal joined in 1973. After successfully running their business in Bikaner, Kolkata and Nagpur, another outlet was built in Delhi’s Chandni  Chowk. Manohar Ji gave importance to maintaining packaging standards, modern day zip pouches, standee pouches, good quality boxes for sweets etc. 

The annual revenue of Haldiram’s:

The year sales hit Rs.9,215crore in 2023, 19% increase as compared to the previous year whereas its competitors, Balaji Wafers recorded Rs.5,296crore and PepsiCo’s sales were Rs6,430crore.

Business Strategy:

The main focus was to provide quality products to its consumers. Understanding their needs and building a trustworthy relationship helped them grow their business in different parts of the country. It expanded into foreign lands and contributed to the Indian Diaspora.

The most preferred Haldiram’s product:

We have all seen memes trending on the internet about Haldiram’s Soan papdi!! Even though the popularity has generalised the product in our hearts, we also cannot deny its cravings!

The mouthwatering “Aloo Bhujia” still holds a lot of memories from childhood. The exquisite flavours of the spices is superior to every other snack today. The top three products are: Gulaab Jammun, Bikaneri Bhujia and Papadum.

Ready-to Haldiram products:

The wide varieties of “ready-to-eat” meal include Cup Shup Upma, Khichdi, Dal Chawal, Kadhi Chawal etc. Frozen ready to eat Aloo Matar and Paneer Butter Masala is lip-smacking.

Well I have tried the instant “Poha” and would rate it 8/10. It was definitely a saver! 

Haldiram’s restaurants:

It is gradually opening its dine in restaurants. Haldiram’s is undoubtedly maintaining the high-standard when it comes to food taste and packaging. Recently I have come across the main course menu and paneer kadhai and jeera rice are my personal favourites. Well confused which one I would rate first as matar malai also gives a tough competition. 

But keeping in mind the quality and quantity do not match if you want a good quantity meal. A single bowl will cost you around Rs.400/500 with the delivery charges. 

Some More Blogs

Summary:

The small shop of Bikaner is the top leading snack seller today. The three generations have meticulously contributed to the building of the renowned brand. The current valuation has crossed 3 billion dollars and is nailing 80+ countries .

I hope this article makes me crave. Go and grab your snack. New Year goodies are accepted too!!

Frequently Asked Questions(FAQs)