Haldiram races past MNCs and Regional Rivals

Economic Times article dated 20th February 2017

Introduction▪ Started in 1937 at Bikaner, Rajasthan

▪ Current revenue of (Rs. 4000crore ) $ 590million

▪ 2nd 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

▪ Shivkishan Agarwal, Founder, Haldiram

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.

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.

SWOT ANALYSISSTRENGHTS• 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

▪ 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

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

MARKET SHARE

27%

45%

16%

12%

Market Share in India

Haldiram Frito Lays ITC Others