Haldiram's

Haldiram's is a major potato chips and Indian sweets and snacks manufacturer [2][3] based out of Delhi and Nagpur. The company has manufacturing plants in a wide variety of locations such as Nagpur, New Delhi, Gurgaon, Rudrapur and Noida.[3] Haldiram's has its own retail chain stores[4][5] and a range of restaurants in Nagpur, Kolkata, Noida and Delhi. [6] [7]. Haldiram's was founded in 1937 by Shri Ganga Bhishen Agarwal, fondly known as Haldiram in his household; as a retail sweets and namkeen shop in Bikaner, Rajasthan.[8].

Haldiram's
Private Limited with share capital
IndustryFood industry
FoundedBikaner, Rajasthan, India (1941 (1941))
Headquarters
Delhi
,
India
ProductsSnacks, Sweets, Beverages, Frozen Foods, Potato Chips
Revenue₹7,130 crore (US$1.0 billion) (2019) [1]
Websitewww.haldiram.com
www.haldiramsonline.com

In order to drive expansion, the company's first manufacturing plant was started in Calcutta.[9] In 1970, a larger manufacturing plant was established in Jaipur.[9] Another manufacturing plant was established in New Delhi, the capital of India, in the early 1990s.[9] In 2003, the company began the process of developing convenience foods to be marketed to consumers.[10] 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.[11] The company has grown at a tremendous pace over the years and in 2017 it was crowned as the country’s largest snack company, surpassing all other domestic and international competitors.[12] Its products are available in more than 80 countries.[13]

Products

Haldiram's has over 400 products. Its product range includes traditional namkeens, western snacks, Indian sweets, cookies, sherbets, papads and pickles. The company also produces ready-to-eat food products. In the 1990s, the production of potato-based foods was enabled by the importation of machinery from United States designed for these purposes.[9]

Haldiram's products are marketed at various retail locations such as bakeries and confectionery stores, among others, and also on various commercial websites.[9] The pricing of the company's products is typically inexpensive compared to similar products made by other companies.[9] Prior and up to August 2003 in United States market, the company's products were limited to potato chips.[10] The company's products are carried by some Indian supermarkets in U.S.[14] In U.S., Haldiram's products are popular with the Indian diaspora.[15]

Controversy

After being subjected to the allegations of pesticide adulteration, Haldirams’ snacks were refused admittance into USA by the country’s Food and Drug Administration (FDA) in 2015. Undergoing a comprehensive inspection for the possible excess lead levels, the company was given a clean chit by the Maharashtra Food and Drug Administration.

The official statement by MFDA ascertained, "Samples of Haldirams’ bhujia sev, navratan mix, potato chips, sonpapdi, moong daal, etc., were tested. All were within limits."[16][17].

Advertising

Haldiram's is very traditional in terms of advertising and promotions. However, to be in sync with current times, Haldiram's tied up with Prem Ratan Dhan Payo (movie) and more than 1.5 crore (15 million) Haldiram's snack packets were printed with the logo of the film. The chain is actively expanding its franchises.[18]

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References
  1. "Economic Times article about Haldiram's". Retrieved 13 June 2020.
  2. Sohn, Timothy (8 April 2013). "Philadelphia students have a taste of India". Metro (Philadelphia). Archived from the original on 28 September 2014. Retrieved 2 September 2014.
  3. "Haldiram's to expand in northern region". One India. 2 July 2006. Retrieved 30 July 2017.
  4. Ray (2010). Supply Chain Management for Retailing. Tata McGraw-Hill Education. p. 309. ISBN 0070145040.
  5. O' Brien, Charmaine (2013). The Penguin Food Guide to India. Penguin UK. ISBN 9351185753.
  6. "Bikaneri Namkeen hits $1 billion sweet spot". Economic Times. Retrieved 8 April 2019.
  7. "Bhujia to billions: Ganga Bhishen's Haldiram's has now become $3 bn biz empire". The Economic Times. 14 February 2019. Retrieved 21 February 2020.
  8. "Kolkata's Haldiram Bhujiawala stripped of its trademark". Retrieved 8 May 2020.
  9. Balakrishna, Sidharth. Case Studies in Marketing. Pearson Education India. pp. 63–68. ISBN 8131757978.
  10. Bhushan, Ratna; Damodaran, Harish (1 August 2003). "Haldiram lines up ready-to-eat items for Western market". The Hindu. Retrieved 2 September 2014.
  11. "India's Most Trusted Brands 2014". Archived from the original on 2 May 2015.
  12. "Haldiram topples PepsiCo; regains top spot as country's largest snack company". Economic Times. 21 December 2017. Retrieved 16 February 2019.
  13. "Rating Rationale". Crisil. 25 September 2018. Retrieved 16 February 2019.
  14. (Staff reporter) (9 May 2012). "Haldiram Launches New Line of Frozen Products". India West. Retrieved 2 September 2014.
  15. India Today International, Volume 3, Issues 1-20. Living Media International Ltd. 2004.
  16. "Maharashtra FDA gives clean chit to Haldiram snacks". Economic Times. Retrieved 3 August 2015.
  17. India-made food products face USFDA heat, Haldiram's top list of rejected items, firstpost.com
  18. "Haldiram franchise opportunities in India". IFranchiseTalk. Retrieved 26 January 2020.
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