Hadiram’s, the desi snack-maker, which began as a small-town enterprise is now a global phenomenon and is giving its competitors a run for their money.
The brand understands the India palate very well and is now twice the size of Hindustan Unilever
’s packaged food division or Nestle
Maggi, and its turnover is more than the India turnover of the two American fast food companies Domino’s and McDonalds’s together, states an Economic Times article .
Haldiram’s besides being a market leader in traditional snacks is also bigger than its five rivals combined– Balaji Wafers, Bikaji Foods, DFM Foods, Bikanervala and Prataap Snacks.
Despite the strict scrutiny from the food regulator amid Maggi issue, revenues of Haldiram’s grew 13 percent and crossed FY16 revenues of Rs 4000 crore.
The company operates in three different regions. One is Haldiram Snacks and Ethnic Foods caters to the northern region. Two, Nagpur-based Haldiram Foods International serves the western and southern regions and a much smaller Haldiram Bhujiawal caters to the eastern markets.
The now famous brand which started with a small shop in Bikaner in 1937, is owned by the Agarwal family. It has survived many a disputes and break-ups but is still standing strong and tall.
It is the second largest Indian food brand after Parle.
Kamal Agarwal, fourth-generation member of the founding family said, “We have increased our reach and developed products in-house that ensure quality control. We also understand Indian palate well and that comes handy while launching new products,”
The packaged products business that now contributes over 80 percent of the revenues for the company, initially started off with restaurants and casual dining.
The famous western snack giants like Pepsi Frito Lays and ITC Foods is now slowly entering into Haldiram’s turf like Pepsico’s Kurkure which now has 16 variants of Indian Namkeen and Paper Boat is soon to enter this category.