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
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