Established in Bikaner in 1937 and presently headquartered in Noida, Haldiram’s has transformed from a small sweets and namkeen shop into a global Indian MNC. Renowned for its snacks, sweets, beverages, and frozen foods, Haldiram’s boasts a diverse product range that caters to varied taste buds worldwide. The brand also operates restaurants offering fresh food alongside its famous snacks.

Haldiram’s Journey: From Humble Beginnings to Global Stature

Haldiram’s journey began with Shri Ganga Bishan Agarwal, whose commitment to quality and authenticity remains at the core of the brand. Combining traditional recipes with a focus on innovation has made their products, like the addictive bhujia, household favorites. Innovative marketing strategies have driven significant growth, with a revenue of 8,870 crores INR in FY22.

Target Audience Analysis

Demographics

Haldiram’s caters primarily to middle and upper-middle-class Indians. This diverse demographic includes individuals and families seeking high-quality traditional snacks and sweets for everyday consumption and festive occasions.

Psychographics

The brand appeals to customers with a strong cultural and emotional connection to Indian cuisine. Consumers value convenience, variety, and innovation in their food choices, balancing tradition with modern living.

Consumer Behavior Trends

Haldiram’s has adeptly adapted to evolving consumer trends:

• Growing demand for packaged and branded food, especially in urban areas.
• Increasing reliance on online shopping, especially post-pandemic.

By manufacturing smaller snack packets and strengthening their online presence, Haldiram’s has effectively met changing consumer preferences.

Brand Positioning

Unique Selling Proposition

Haldiram’s USP lies in delivering authentic, high-quality, and hygienic Indian savories and sweets with long shelf lives. The brand seamlessly blends heritage with innovation, offering iconic products like bhujia and contemporary snack options.

Competitor Analysis

Facing competition from domestic and international brands like Bikaji, Lehar, and Bikano, Haldiram’s maintains a leading position with a 38.5% market share in FY22.

Market Perception

Haldiram’s is one of the most trusted brands in the Indian snacks industry, known for quality and taste. Winning awards, such as “Best Attractive Packaging,” has further cemented its positive market perception.

Product Strategy

With over 410 products, Haldiram’s extensive range includes sweets, snacks, ready-to-eat packaged foods, frozen foods, and beverages. The BCG (Boston Consulting Group) matrix categorizes these products as:

• Stars: Popular products with high market value, such as bhujia and kaju barfi.
• Cash Cows: Established products generating steady revenue, including namkeen, rasgulla, and gulab jamun.
• Question Marks: Newer products with growth potential, requiring additional marketing, such as beverages and frozen thalis.
• Dogs: Products with low market share or declining demand, like papad and chat cafe.

Distribution Strategy

Haldiram’s ensures maximum reach through a robust distribution network, covering both online and offline platforms:

• Physical Stores: Standalone stores and mall outlets provide a direct, immersive customer experience.
• Retail Partnerships: Collaborations with supermarkets, grocery chains, and retail outlets expand traditional retail presence.
• E-Commerce Presence: An optimized website and partnerships with major e-commerce platforms enhance online accessibility.
• International Presence: Products are available in over 60 countries, including the UK, Thailand, Australia, UAE, and Japan.

Pricing Strategy

Haldiram’s employs various pricing strategies to cater to diverse consumer bases:

• Value-Based Pricing: Charging a minimal premium for high-quality, hygienic products reflecting their value proposition.
• Competitive Pricing: Offering lower prices than competitors like Bikaji and Bikano to gain a market edge.
• Psychological Pricing: Setting prices to influence customer perception and decision-making, with varied packaging options.

Multi-Channel Marketing

Haldiram’s adopts an omnichannel marketing strategy to engage customers and drive sales.

Online Presence

The brand’s official website offers a user-friendly interface and a virtual assistant bot for customer queries. Optimized for SEO, the website attracted 313.3K visitors in October 2023, with 64.52% organic search traffic. On social media, Haldiram’s engages with captivating content, innovative recipes, and influencer collaborations to enhance visibility.

Offline Presence

With over 250 outlets in cities like Mumbai, Delhi, Pune, Nagpur, Kolkata, and Noida, Haldiram’s offline presence is robust. Physical stores and collaborations with retail outlets ensure wide accessibility.

Marketing Campaigns

Haldiram’s Pack Kiya Kya

Featuring Varun Dhawan and Jahanvi Kapoor, this campaign promoted travel-friendly Haldiram’s products. Celebrity endorsements added a personal touch, positioning the brand’s snacks as convenient travel companions.

Haldiram’s Minute Khana

Promoting the frozen food range, this ad film combined storytelling and humor. The relatable script highlighted the convenience and quality of Haldiram’s frozen meals, resonating with audiences.

Pyaar ke Naam, Haldiram’s

This Diwali campaign emphasized familial bonds, featuring a mother-son duo celebrating the festival with Haldiram’s sweets. The emotional storytelling created a positive brand association with festive traditions.

Conclusion

Haldiram’s success story is a testament to strategic brand positioning, audience targeting, and innovative marketing strategies. By providing quality products at reasonable prices, Haldiram’s has secured customer loyalty and established itself as a leader in the Indian snacks industry.

Key Takeaways

• Leverage strategic brand positioning for market dominance.
• Understand and adapt to evolving consumer needs.
• Utilize diverse marketing channels for effective engagement.
• Price products strategically to maintain a competitive edge.
• Create relatable and emotional campaigns for positive brand association.

By following these strategies, brands can thrive in a competitive market and reach a broader audience.