A

PROJECT
ON
“To study the marketing strategy adopted by Haldiram with
reference to Nagpur city”
(2024-2025)

SUBMITTED TO
Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur

In Partial Fulfillment of the Requirement for the Award of the Degree of

M.Com. Semester III (Business Studies)

Under the Guidance of

Dr. Kapil Fulwani sir

SUBMITTED BY
Mayurika M. Barai

Dada Ramchand Bakharu Sindhu Mahavidyalaya

(2024-2025)

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 DECLARATION

I miss Mayurika M. Barai, here by declared that the project entitled “To study the
marketing strategy adopted by Haldiram”, reference to Nagpur city is the result
of my own research work and has not submitted for any other examination and
does not form the part of any other course undergone by me

Mayurika M. Barai

Date:
Place:

2
 CERTIFICATE

This is to certify that the project entitled, “To study the marketing strategy
adopted by Haldiram” (2024-2025) submitted by Mayurika M. Barai. In Partial
fulfillment for the award of the degree of Master of Commerce (Business
Studies) Semester III to the Rashtrasant Tukdoji Maharaj Nagpur University,
Nagpur has been under my supervision and guidance. The certificate has
satisfactorily conducted this research for not less than one academic year. It has
not been submitted for any other examination and does not form the part of any
other course undergone by the candidate.

Supervisor
Dr. Kapil Fulwani sir

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 ACKNOWLEDGEMENT

I am extremely thank you to my project guide Dr, Kapil Fulwani sir, DADA
RAMCHAND BAKHARU SINDHU MAHAVIDYALAYA, Nagpur for his
guidance throughout the project. I express my sincere regards to him for giving
me guidance, suggestions and valuable encouragement which helped me in the
completion of the project.

I also thank the non-teaching staff of the college for their co-operation. I would
like to thanks my friends and all those who helped me in completing this project
successfully.

Mayurika M. Barai
DRB Sindhu Mahavidyalaya
Rashtrasant Tukdoji Maharaj Nagpur University
Nagpur

Date:
Place:

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 INDEX

Sr. No. Particulars Page No.

1. Introduction 6 - 10
2. Company profile 11 - 27
3. Research Study 28 - 36
● Objectives 29 - 30
● Scope of the study 31 - 32
● Hypothesis 33 - 34
● Literature Review 35 - 36
4. Research Methodology 37 - 42
5. Data analysis & Interpretation 43 - 48
6. SWOT Analysis 49 - 56
7. Conclusion & Limitations 57 - 61
8. Recommendation & Suggestions 62 - 69
9. Reference 70 - 71

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 INTRODUCTION

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 Haldiram is an Indian multinational sweets, snacks and restaurant
company headquartered in Noida. The company has manufacturing plants in
locations such as Nagpur, New Delhi, Gurgaon, Hooghly, Rudrapur and Noida.
Haldiram's has its own retail chain stores and a chain of restaurants in Pune,
Nagpur, Raipur, Kolkata, Noida and Delhi. Haldiram's products are sold in more
than 80 countries. Haldiram's was established in 1937 as a retail sweets and
namkeen shop in Bikaner, Rajasthan. It was founded by Ganga Bishan Agarwal,
fondly known as Haldiram Ji.In order to drive expansion, the company's first
a manufacturing plant was started in Calcutta (now Kolkata). In 1970, a larger
a manufacturing plant was established in Jaipur. Another manufacturing plant
was established in New Delhi in the early 1990’s. In 2003, the company began
the process of developing convenience foods to be marketed to consumers.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. In
2017, the company was named the country's largest snack company.In 2022, it
was announced that the packaged snacks businesses of Delhi-based Haldiram
Snacks and Nagpur-based Haldiram Foods International would be first demerged
and then merged into an entity named Haldiram Snacks Food. Delhi-based
brothers Manohar and Madhusudan Agarwal obtained a 56% stake of the merged
entity, while Nagpur-based Shiv Kishan Agarwal received the remaining 44%.
Haldiram's has over 410 products. Its product range includes traditional
namkeens, western snacks, Indian traditional and contemporary sweets, cookies,
sherbets, and pickles. Haldiram is on the way of its vision as today it is an iso
9001 & haccp certified company and has presence all over india, 62 countries
(uk, us, Germany, Australia, uae- to name a few) in world and top supermarkets
of the world like Tesco, Somerfield, spinneys, carrefour. The fact that today

7
haldiram exports 60 MN dollars goods and has registered 40% growth over the
last 5 years itself tells its success story. Haldiram’s success saga is because of the
pro-active thinking of making access into the traditional, fresh homemade food
and skillfully converting it into a product line extension.

Here’s a look at some key strategies they have employed:

1. Product Diversification and Localization

● Haldiram’s offers an extensive product line, ranging from namkeens,

sweets, ready-to-eat meals, to frozen food products, which cater to diverse
taste preferences across different regions of India. They localize flavors to
suit the tastes of specific regional markets while maintaining core
offerings that appeal to a broader consumer base. This product variety
helps Haldiram’s reach a wide demographic and adapt to changing
consumer preferences.

2. Emphasis on Quality and Authenticity

● The brand’s commitment to authenticity and quality control has been a

cornerstone of its marketing approach. Haldiram's consistently uses quality
ingredients and maintains traditional recipes, which builds consumer trust
and loyalty. Highlighting these quality standards in marketing campaigns
helps them connect with consumers looking for authentic Indian snacks
and sweets.

3. Strategic Brand Positioning and Targeting

● Haldiram's markets itself as a premium yet accessible Indian snack brand,

appealing to both middle and upper-class consumers. By emphasizing
affordability alongside quality, they effectively target a broad spectrum of
the Indian market, from rural to urban areas. This positioning helps

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 Haldiram’s stand out among competitors as a brand that brings affordable
luxury to everyday snacks.

4. Strong Retail Presence and Distribution Network

● Haldiram's has established a strong presence across traditional and modern

retail outlets, including standalone stores, supermarkets, and online
marketplaces. Their vast distribution network enables them to reach both
metro cities and smaller towns, making their products widely accessible.
This extensive reach strengthens brand recall and helps the company
maintain high visibility.

5. Digital Marketing and E-Commerce Initiatives

● In recent years, Haldiram's has embraced digital marketing to engage

younger audiences. They use social media platforms like Instagram,
Facebook, and YouTube to share appealing content, including recipes,
festival promotions, and behind-the-scenes looks at product preparation.
Collaborating with food influencers and leveraging seasonal campaigns
also enables them to keep their brand top of mind in the digital space.

6. Festival and Seasonal Promotions

● Haldiram's maximizes sales during the festive season by offering special

packaging, gift boxes, and promotions tailored for events like Diwali,
Raksha Bandhan, and Holi. This strategy leverages the cultural
significance of sweets and snacks during Indian festivals, making
Haldiram's a go-to brand for celebratory purchases.

7. Export Market Expansion and Global Presence

● Recognizing the global appeal of Indian cuisine, Haldiram’s has expanded

into international markets, including the United States, the UK, Canada,
and the Middle East. They cater to the Indian diaspora and local
consumers interested in Indian snacks. Adapting packaging and product

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 lines for these regions has allowed Haldiram’s to penetrate diverse
international markets effectively.

8. In-store Experience and Brand Outlets

● In addition to packaged snacks, Haldiram’s operates restaurant-style

outlets in various cities, offering an in-store dining experience with a range
of traditional Indian snacks, meals, and desserts. These outlets enhance
customer engagement, allow sampling of new products, and reinforce
brand loyalty through a consistent and immersive experience.

9. Health-conscious Product Lines

● In response to growing health awareness, Haldiram’s has introduced

healthier snack options, such as low-fat and low-sugar items. By
addressing the demand for health-conscious options, Haldiram’s appeals to
a broader audience without compromising on its traditional snack
portfolio.

10
 COMPANY PROFILE

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Haldiram’s : the company which is today synonymous with the Indian snacks
and sweet food market started the first chapter of the saga, as a small sweet shop
in Bikaner, Rajasthan in 1935 . By 1982, the company had set up its business in
Kolkata, Nagpur & in Delhi. An important diversification was inroads into the
restaurant business with Haldiram having 10 restaurants cum sweetshops at
premium locations of Nagpur with plans to open various outlets in other cities
too. haldiram is on the way of its vision as today it is an iso 9001 & haccp
certified company and has presence all over india, 62 countries (uk, us ,
Germany, Australia, uae- to name a few) in world and top supermarkets of the
world like Tesco, summer field, spinneys, carrefour. the fact that today haldiram
exports 60 MN dollars goods and has registered 40% growth over last 5 years
itself tells its success story haldiram’s success saga is because of the pro-active
thinking of making access into the traditional, fresh homemade food and
skillfully converting it into a product line extension.

With it they have busted the myth that Indian consumers will not pay extra for
western concept of packaged food and that two of the Indian household kitchen
categories. haldiram’s ingredients of success recipe includes a diversified product
portfolio, stringent quality controls, good raw material, storage, production and
packaging processes which has resulted in unparalleled taste and extended shelf
life, also haldiram’s sensitivity to catering to the local palates (30 – 40% of
haldiram flavors are sensitized to suit local taste) has resulted in creating a loyal
consumer base. today, haldiram can proudly claim that what began as a
small-time enterprise in india is a global phenomenon now and haldiram’s is way
of life for Indians no matter which country they live-in.

12
Haldiram is on the way of its vision as today it is an iso 9001 & haccp certified
company and has presence all over india, 62 countries (uk, us, Germany,
Australia, uae- to name a few) in world and top supermarkets of the world like
Tesco, Somerfield, spinneys, carrefour. The fact that today haldiram exports 60
MN dollars goods and has registered 40% growth over the last 5 years itself tells
its success story.

Haldiram’s success saga is because of the pro-active thinking of making access

into the traditional, fresh homemade food and skillfully converting it into a
product line extension. With it they have busted the myth that Indian consumers
will not pay extra for western concept of packaged food and that two of the
Indian household kitchen categories. haldiram’s ingredients of success recipe
includes a diversified product portfolio, stringent quality controls, good raw
material, storage, production and packaging processes which has resulted in
unparalleled taste and extended shelf life, also haldiram’s sensitivity to catering
to the local palates (30 – 40% of haldiram flavors are sensitized to suit local
taste) has resulted in creating a loyal consumer base also no modern trade is
complete without stocking haldiram’s products. Also, the supply chain which is
broken down into two categories of retail and institutional sales is managed well
by a strong network of c&f, distributors, wholesalers and retailers to make the
product available at the remotest town of the country. haldiram has managed
details of right technology, packaging standardizations, consumer affordability,
quality tasty products, and volume deliverables extremely well to weave the
magical success saga. Last but not the least, the people behind the product – the
local talent needs mentioning as they have helped haldiram grow big.

Today, haldiram can proudly claim that what began as a small-time enterprise in
India is a global phenomenon now and haldiram’s is a way of life for Indians no
matter which country they live in.

Here’s an overview of the marketing strategies that have contributed to its

growth and sustained popularity:

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1. Branding and Market Positioning

● Traditional Roots with Modern Appeal:

Haldiram's positions itself as a brand that provides authentic Indian flavors

with a modern twist, appealing to both traditional consumers and younger
demographics looking for convenience foods.

● Regional Customization:

The company offers a wide variety of products tailored to specific regional

tastes across India, such as namkeens (savory snacks), sweets, and
ready-to-eat meals, catering to local tastes and preferences.

● Quality and Trust:

Haldiram’s emphasizes high-quality ingredients and traditional recipes,

which builds consumer trust and loyalty.

2. Product Diversification

● Extensive Product Range:

The brand offers a wide variety of snack foods, sweets, and ready-to-eat
meals to cater to different demographics and dietary preferences. This
diversification ensures it can meet demand across various segments,
including health-conscious options like low-fat and low-calorie snacks.

● Seasonal Products:

Haldiram’s capitalizes on the festive season in India by launching special

sweet and snack assortments, enhancing brand engagement during
culturally significant times.

3. Targeted Advertising

● Television and Print Ads:

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 Haldiram’s uses TV and print media to reach its traditional customer base,
often featuring culturally resonant themes and visuals that highlight Indian
festivals, family gatherings, and community values.

● Digital Marketing:

Haldiram’s has increased its presence on social media platforms like

Facebook, Instagram, and Twitter, using these channels to engage younger
audiences through campaigns, recipe ideas, and festive promotions.

● Influencer Collaborations:

To appeal to millennials and Gen Z, Haldiram’s collaborates with food

influencers and bloggers who showcase their products in recipes or
promote them for various occasions.

4. Effective Packaging and Labeling

● Eye-Catching Packaging:

Haldiram’s packaging is visually attractive, vibrant, and resonates with

Indian motifs. This design helps to differentiate their products on shelves
and reinforces brand identity.

● Portion-Control Packs:

The brand offers various packaging sizes, including small, on-the-go packs
for snacks, family packs, and economy packs. This flexibility caters to
different consumer needs, from individual snacking to family sharing.

5. Retail and Distribution Strategy

● Omnichannel Distribution: Haldiram’s products are widely available

through both traditional retail channels, including supermarkets,
convenience stores, and local kiranas, and e-commerce platforms like
Amazon, Flipkart, and Haldiram's own website.

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 ● International Expansion: Haldiram's has expanded its distribution to
countries with large Indian diaspora populations, like the U.S., U.K.,
Canada, and the Middle East. This global reach strengthens brand equity
and expands its consumer base.
● Own Branded Stores and Restaurants: Haldiram's operates branded
restaurants and snack outlets in India, reinforcing the brand's presence and
offering consumers a taste of its products in an experiential setting.

6. Pricing Strategy

● Competitive Pricing:

Haldiram’s uses competitive pricing to maintain affordability, which is

essential in the Indian market. They offer quality products at reasonable
prices to reach the masses while maintaining their premium brand image.

● Value-Added Packs:

By providing larger, economically priced family packs and smaller

trial-size options, Haldiram’s ensures affordability and choice for different
consumer segments.

7. Customer Engagement and Feedback

● Loyalty Programs and Feedback Collection:

Haldiram’s often engages with its customers through loyalty programs and
feedback systems, especially in its branded restaurants. This feedback loop
is vital in helping the brand understand consumer preferences and
emerging trends.

● Responsive to Trends:

By monitoring consumer preferences, such as the demand for healthy

snacks, Haldiram's adapts its product line to include healthier, baked, and
low-fat options.

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8. CSR Initiatives

● Haldiram’s also invests in Corporate Social Responsibility (CSR)

initiatives that focus on community welfare, environmental sustainability,
and health awareness programs. This effort enhances its brand image and
builds consumer goodwill.

9. Localized Marketing Campaigns

● Haldiram’s also runs localized marketing campaigns that celebrate

regional festivals, using culturally relevant themes to connect with its
diverse customer base across India.

These strategies have allowed Haldiram’s to stay competitive, maintain a strong

brand image, and consistently engage a broad spectrum of consumers in India
and abroad.

SALES TURNOVER (2008-09 TO 2012-13)

Sales Turnover Rs.(crores)

2008-09 774
2009-10 937
2010-11 1177
2011-12 1477
2012-13 1736

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DISTRIBUTION FLOW CHART

PROMOTERS

• Mr. Manohal Lal Agarwal (Chairman)

• Mr. Anand Agarwal (MD)

• Mr. Ashish Agarwal (Executive Director)

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PRODUCTS

Aloo Bhujia Kabuli Chana Chatpata Matar Boondi Plan

Banana Chips Kaju Dal Punjabi Tadka Boondi Masala
Bhelpuri Methi Sev Moong Dal Banana Chips
Salted
Bombay Chana Bikaneri Sev Kaju Mixture Banana Chips
Masala
Bombay Mixture Bhakar badi Nimbu Masala Chana Cracker
Boondi Raita Murukku Chilli Pataka Shahi Mixture
Ghatia Corn Flakes Khatta Meetha Kashmiri Mixture
Mixture
Falhari Chakli Gujarati Mixture Boondi Bhujia
Mixture
Halke Fulke Teekha Sev Madrasi Mixture Navrattan
Hara Chiwda Chana Jor Garam Chiwda Plan Kaju Salted

VISION

1.Achieve continuous and sustainable growth in the business, within India and
abroad, organically and inorganically.

2.Strengthen leadership in traditional snack items, Indian sweets and attain

leadership in western snack items.

3.And keep innovating new quality products and delight consumers by offering a
wide range of quality food products at competitive rates.

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MISSION

1.Make available authentic, tasty and quality vegetarian food products made as
per global standards at reasonable cost, in India or abroad.

2.Remain ahead of competitors through product-innovation, adopting new

technologies and achieve optimum cost of production.

3.Always abide by law and care environment.

4.Provide a friendly working environment that attracts best talent and offers

opportunity for our employees to excel and build careers.

5.Provide growth opportunity to all stakeholders including Stuckists, distributors,

retailers, suppliers.

6.Be a debt free company, as far as possible.

7.Enhance shareholders net worth.

8.Contribute for social causes (Return to society).

THE CUSTOMERS

Haldiram’s is known for its sweets and food. Haldiram targets customers of all
age groups. If Haldiram’s planet food, ajni is concerned the Frequent number of
customers are travelers, corporate and families. In earlier days, Haldiram’s never
followed an aggressive marketing strategy, but its products speak for themselves.
They have huge customers and strong word of mouth Marketing.

THE COMPETITION

Competition is the same as it was earlier. Now there are companies with the same
products, matching Quality and service. Haldiram started doing branding by
going digital on YouTube, Social Media and television. He knows the market and
wants to stay in this competition or can say that they wants to become a leader in

20
the market. They have done some advertisements, like Haldirams had come up
with small 30 seconds YouTube ads to target customers. It did city- level
promotions using colorful hoardings and posters.The Environment Haldiram
Foods International Pvt. Ltd. Is the major exporter for sweets in 19 countries.
Haldiram’s Major revenue comes from Exports.Competitors of haldiram’s the
snack industry in Nagpur is highly competitive where not only national and
international brands exist but also local brands have made their prominence.
Among all haldirams has the advantage of early mover but other salsa picking up
quickly. There are many competitors in Ghaziabad for haldiram’s which are a
matter of concern. the list of haldiram’s competitors is as follows:

SNACKS

● Bingo
● lays
● Kurkure
● Diamond

NAMKEENS

● Bikaji
● Bikaner Wala,
● Jain’s,
● Bikaon,
● Balaji
● Lehar

PAPAD

● Lijjat
● Bikaji

SWEETS

● Bikaner Wala
● Bengali sweets

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 ● Bikaner

SYRUPS

● Roohafza
● Kisan
● Dabur

READY TO EAT

● Milkmaid
● Nestle

BISCUIT

● Britannia
● Priya gold
● bakeman’s
● parle

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PESTL

● Analysis Political
● Mandatory employee benefits
● Industrial safety regulations in the Consumer Services sector.
● Intellectual property protection
● Environmental regulations

ECONOMICAL

● Labor costs and productivity in the economy

● Discretionary income
● Unemployment rate
● Efficiency of financial markets Social
● Health consciousness
● Population growth rate
● Emphasis on safety
● Rising disposable incomes
● Busy lifestyles in urban environments
● Increasing cultural diversity

TECHNOLOGICAL

● Moderate R&D activity in the industry

● Increasing business automation
● Increasing sales through mobile devices

ECOLOGICAL

● Climate change
● Laws regulating environment pollution
● Recycling
● Waste management

LEGAL

● Increasing health regulations in workplaces

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 ● Copyright, patents / Intellectual property law
● Consumer protection and e-commerce
● Health and safety law

INDUSTRY ANALYSIS

Porter’s Five Forces Analysis

1. Threat of new entrant:

● As the branded players price similarly new players might penetrate by

adopting a low price strategy or offering more grams at the same price.
● Unorganized players are more dominant in this sector.

2. Suppliers bargaining power:

● Suppliers provide raw materials such as gram flour, dry fruits, spices and
other ingredients. Their ability to raise input costs is high.
● Higher cost of input commodities leads to lower margins, making the
market unattractive for distributors and retailers.
● Shortage of any input material may also affect production and thereby
impact distribution

3. Threat of substitute:

● All snacks are considered to be substitutes of each other Biscuits, Wafers

and local snacks like Chakli, banana chips, farsanetc are all substitutes of
one another.
● Indian market is more shifting towards western style for eg. Instead of
Chola Bhatura, people love to have sandwiches and pizza.

4. Customer’s bargaining power:

● Ability to substitute is high as brands are priced similarly and distribution

problems for one brand promote sales for the other.
● Price Sensitive, taste conscious consumers are high. An increase in the
price of the product may promote a switch to Haldiram.

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 ● High demand during festival season and low during monsoon v. Rivalry
among existing competitors:
● High Competition – Branded Players involved in cutthroat competition to
increase market share, entice new consumers, find new markets.
● Quality difference between branded and unbranded offerings is offset by
low price offered by unbranded players.
● Brand Loyalty is high for branded players.

ALLOTTED WORK

a. Internal Benchmarking: -

In internal benchmarking I compared my own business to try and determine the

best practice.

b. External Benchmarking: -

In external benchmarking I had Compared Haldiram’s Planet Food, Ajni with

nearby competitors within 500m.

c. Customer handling: -

Customers need extra attention when a restaurant is crowded, food is delayed and
at the time when they are having difficulties when placing orders.

d. Food Aggregators Reviews: -

I had Reviewed Zomato, Swiggy for enhancing customer satisfaction.

EXECUTION

Benchmarking is the first work which was allotted to me. Initially I had done
internal benchmarking, where I had studied the internal process of Haldiram’s
Planet food, ajni and generated my findings based on my observation. Customer
Handling Is the next work which was allotted to me. Here I have to identify
where customers are facing problems, how to solve customer problems &
gathering customer feedback. Reviewing Food Aggregators for Haldiram’s

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planet food, ajni is my task. Here I have responded to the feedback which was
placed by the customer on the food aggregator’s application/website and I also
have to evaluate the negative feedback which states the common problems which
were placed by the customer. I had reviewed zomato, swiggy as this food
aggregators are tied up for business with Haldiram’s planet food, ajni.

THE REPORT OF EXTERNAL BENCHMARKING IS GIVEN

BELOW

● Within 500 meters, Divakar’s Ajit Bakery (veg. & Non-veg) may hold a
good share if we talk about fast food & quick bite because. To Grab Veg.
market share of Divadkar’s Ajit Bakery Haldiram’s planet food needs to
do more marketing to attract customers. The footfall is majorly low in
Divadkar’s Ajit Bakery comparing to ajni’s Planet food. Divadkar Ajit
Bakery has good traveling customers from Nagpur Railway station, It
means People usually order food from train/railway station and food is
parceled.
● Moving ahead from 500m, Hotel Krishnam next to SaiMandir also holds a
good market share, mainly because of SaiMandir. Hotel Krishnum holds a
large footfall at breakfast time. If it wants to attract devotees, Haldiram
needs to advertise inside the temple.
● Customer Handling Is the next work which was allotted to me. Here I have
to identify where customers are facing problems, how to solve customer
problems & gathering customer feedback. Report of Customer handling is
given below-
● Customers need extra attention when the restaurant is crowded, food is
delayed and, on the time, when they are having difficulties when placing
order this was the problem which was identified may be.
● To solve the above problem, specially on the time of delay in food the
good playlist of songs will make them engaged & entertained.
● A “ORDER HERE” board is required on the place of the cash counter is
my recommendation, as new customers usually tell the order to the waiter
& then the waiter tells them the direction of the cash counter. Reviewing
Food Aggregators for Haldiram’s planet food, ajni is my task. Here I have

26
 responded to the feedback which was placed by the customer on the food
aggregator’s application/website and I also have to evaluate the negative
feedback which states the common problems which were placed by the
customer. I had reviewed zomato, swiggy as these food aggregators are
tied up for business with Haldiram’s planet food, ajni. The report after
reviewing food aggregators is given below-
1. Haldiram’s Planet food Ajni has a rating of 4.2/5.
2. Chinese combos- Veg Manchurian & Chili Paneer ‘s quantity is very
less.
3. Reviews by majority of customers. Planet food needs to increase in
quantity for higher satisfaction.
4. Hotel Krishnam has rating of 3.7/5 which is comparatively less
compared to Ajni’s Haldiram but they owe a “FOOD HYGIENE
EXCELLENT” badge & “PROMPT SERVICE” rating (Image
Attached) which should also be in our restaurant listing.

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 RESEARCH STUDY

28
 OBJECTIVES
Haldiram’s, a well-established brand in India known for its snacks and sweets,
has developed a strong marketing strategy to expand its reach and maintain its
brand reputation.

The primary objectives of the marketing strategies adopted by Haldiram’s

include:

● To increase Haldiram’s presence in international markets, particularly in

regions with a high population of the Indian diaspora (e.g., North America,
Europe, Australia).
● To establish partnerships with major retail chains globally to distribute
Haldiram products more widely.
● To expand Haldiram's footprint in untapped Tier-2 and Tier-3 cities within
India, ensuring brand accessibility across urban and rural areas.
● To innovate and introduce healthier snack options that cater to the
health-conscious segment (e.g., low-calorie, low-sodium, gluten-free, and
vegan options).
● To develop a premium product line with unique flavors and packaging
targeting high-end consumers and special occasions.
● To increase the variety of ready-to-eat and ready-to-cook items to appeal
to younger audiences and busy urban consumers.
● To run a series of digital and social media campaigns to attract younger
customers and raise brand awareness across age groups.
● To collaborate with influencers and celebrities to enhance brand image and
build a more youthful, trendy appeal.
● To participate in food exhibitions and sponsor cultural events to strengthen
brand visibility and customer engagement.
● To improve the customer experience at Haldiram’s restaurants and outlets
by focusing on service quality, ambiance, and hygiene.
● To implement a customer feedback system to gather insights for improving
product quality and service standards.

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 ● To reduce packaging waste by using recyclable materials and exploring
eco-friendly packaging solutions.
● To explore partnerships with local delivery services to expand home
delivery options for restaurant items and packaged snacks.
● To strengthen brand recognition as a trusted, traditional, and
quality-focused Indian snack brand.
● To broaden its customer base across different geographies, both within
India and internationally.
● To grow Haldiram's presence in international markets targeting Indian
diaspora and multicultural consumers.
● To establish Haldiram's as a household name synonymous with quality
Indian snacks and sweets both in India and globally.
● To make products accessible to all income groups.
● To study the distribution network of Haldiram products.

These objectives can support Haldiram's growth strategy, focusing on reaching

more consumers, adapting to changing market trends, and enhancing operational
efficiency.

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 SCOPE OF THE STUDY
The scope of a study on the marketing strategies adopted by Haldiram, a major
player in the Indian food and snack industry, could cover several dimensions:

1. Market Analysis:

● Industry Overview: Analysis of the snack and packaged food industry in

India, highlighting trends, growth, and challenges.
● Competitive Landscape: Study of Haldiram's position relative to
competitors such as Bikaji, Bikanervala, and multinational brands like
PepsiCo's Lays and Kurkure.
● Target Audience: Demographic and psychographic profiling of
Haldiram’s primary consumers.

2. Marketing Mix (4Ps Analysis):

● Product: Types of products offered (e.g., namkeens, sweets, beverages)

and product innovation.
● Price: Pricing strategies adopted by Haldiram, how they position their
products within various market segments, and their strategies to remain
competitive.
● Place (Distribution): Distribution channels, both offline and online, with
an analysis of retail partnerships, e-commerce, and geographic coverage.
● Promotion: Advertising and promotional strategies, including digital
marketing, traditional advertising, and social media engagement.

3. Digital Marketing and Social Media Strategies:

● Online Presence: Evaluation of Haldiram’s website, social media

channels, and e-commerce platforms.
● Content Strategy: The type of content they post, user engagement
strategies, and online branding.
● Influencer Marketing: Role of influencers, collaborations, and
endorsements.

31
4. Consumer Perception and Brand Loyalty:

● Brand Image: Study of consumer perception of Haldiram’s brand values,

such as authenticity, quality, and affordability.
● Customer Satisfaction and Loyalty: Insights into customer loyalty
programs, repeat purchases, and customer feedback mechanisms.

5. Sales and Revenue Growth Strategies:

● Sales Promotion Tactics: Analysis of discounting, bundling, and seasonal

promotions.
● Expansion into New Markets: Haldiram’s growth in international
markets and strategies to reach the Indian diaspora abroad.

6. Challenges and Future Opportunities:

● Challenges: Issues related to supply chain, competition, and changing

consumer preferences.
● Growth Opportunities: Potential areas for innovation, new product lines,
and expanding reach to underpenetrated markets.

7. Research Methodology for the Study:

● Data Collection: Primary data (surveys, interviews) and secondary data

(existing reports, articles).
● Analysis Techniques: SWOT analysis, competitor analysis, consumer
behavior analysis.

This scope provides a comprehensive view of Haldiram’s marketing strategies,

examining how they maintain market share, attract consumers, and adapt to
industry changes.

32
 HYPOTHESIS
Haldiram's, a leading Indian snacks and sweets brand, has achieved remarkable
success in the FMCG sector by employing a combination of traditional and
innovative marketing strategies. Here are some hypotheses about the marketing
strategies that might contribute to Haldiram’s success:

1. Strong Brand Heritage and Trust

● Hypothesis: Haldiram’s long-standing presence and focus on quality have

helped it cultivate strong brand loyalty and trust among consumers. By
emphasizing its heritage and traditional Indian values, Haldiram’s appeals
to nostalgia and the quality assurance expected from a family-owned
brand.

2. Product Diversification and Innovation

● Hypothesis: Haldiram’s diversified product range—including regional

specialties, fusion snacks, and health-focused options—caters to various
consumer preferences and expands its market reach. This strategy allows
Haldiram's to remain relevant to changing tastes and dietary needs.

3. Emphasis on Quality and Authentic Taste

● Hypothesis: By prioritizing quality ingredients and authentic flavors,

Haldiram’s has differentiated itself from competitors. The brand’s
commitment to quality attracts consumers seeking authenticity in Indian
snacks, both domestically and internationally.

4. Effective Pricing Strategies

● Hypothesis: Haldiram’s employs a competitive pricing strategy, balancing

affordability with premium quality, which appeals to a wide consumer
base. This approach allows the brand to capture market segments from
value-conscious buyers to premium snack seekers.

33
5. Expanding Distribution Channels

● Hypothesis: By establishing a strong distribution network across India

and abroad, including modern retail, traditional markets, and online
platforms, Haldiram’s ensures wide accessibility and visibility for its
products. This omnichannel approach caters to both urban and rural
markets, maximizing reach.

6. International Expansion and Global Positioning

● Hypothesis: Haldiram’s international expansion, targeting regions with

significant Indian diaspora populations, positions it as a global Indian
brand. Tailoring its offerings to local tastes while maintaining Indian
authenticity has helped Haldiram’s penetrate global markets effectively.

7. Digital and Social Media Marketing

● Hypothesis: Haldiram’s uses digital marketing and social media platforms

to engage with younger audiences and reinforce its brand identity. By
running campaigns on social media and collaborating with influencers,
Haldiram’s reaches a tech-savvy demographic, encouraging brand
engagement.

8. Festive and Cultural Promotions

● Hypothesis: By aligning marketing efforts with Indian festivals and

cultural events, Haldiram’s taps into seasonal demand and positions itself
as a go-to brand for celebrations. Offering festival-specific products and
hampers resonates with consumers looking to celebrate with traditional
sweets and snacks.

These strategies collectively help Haldiram’s maintain its competitive advantage

and strengthen its brand in a crowded market. By balancing traditional Indian
values with modern marketing techniques, Haldiram’s effectively appeals to a
broad consumer base across different demographics and geographies.

34
 LITERATURE REVIEW
1. The future of India Snacks Market can be judged from the fact that this
industry is expected to grow with double digit CAGR for the time frame of
2018 to 2024. The Indian snacks market is divided between organized
players and unorganized markets. At present Unorganized market is
dominating the India snacks market. But this scenario is expected to
change during the forecast period of 2018-2024. India Snacks Market is
growing due to following factors Lifestyle Changes, Rising Urbanization,
Growing Middle Class Population, Local Availability and Availability of
Snacks in Small Package Size, Low Price and Company's Strategies to
focus on regional taste. (29-1- 2018, Laura Wood, Senior Manager).

2. Satisfaction is a result of a product related experience and this question

reflects the overall opinion of a consumer's experience with the product
performance. Satisfaction and attitude are closely related concepts. The
psychological concepts of attitude and satisfaction may both be defined as
the evaluation of an object and the individual relationship to it. Anything
that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need, including physical objects,
persons, organizations, and ideas is called a product. Services mean the
work done by one person which is helpful to another person and these are
intangible in nature. It is an act of help and assistance (Sahaya Alexander).

3. Haldirams does not have an effective visual merchandising strategy but is

still able to procure higher sales due to a focused product line, resulting in
timely stock replenishment. While Frito Lay's merchandising tools were
found to be most effective in increasing the visibility of its products and
brand due to increased deployment of these tools in different shapes and
sizes at almost all retail outlets, its merchandising strategy could not beat

35
the festival season sales of Haldirams. This is due to the fact Factors Affecting
the Retailer Perception for the Sale of Snacking Products through Traditional
Trade Retail Outlets in India 29 NJMSR V.1 No.1 Issue 1 (2016) that Haldiram's
brand, as a close competitor of Frito Lay, also provided better retailer schemes to
push sales during the festival season further. ITC and Parle lag far behind in
merchandising tool deployment and also in offering competitive retailer schemes
(Ganga Katiyar,2016).

36
 RESEARCH METHODOLOGY

37
Methodology includes the overall research procedures, which are followed in the
research study. This includes Research design, the sampling procedures, and the
data collection method and analysis procedures. Research Objective of the report
is to learn the facets of marketing and do the monitoring and counter selling for

Haldiram PVT. LTD. Along with I will also work in the following areas: -

● Market visit for retail shops

● Research on
● customer satisfaction”
● Sales & Distribution
● Promotional strategy

Research design:

Exploratory research design using secondary data analysis Descriptive research

design using survey methodSurvey using personal interview (face to face)
interview methodSources of information: survey by means of structured
undisguised and general face to face interaction with outlet holders and
distributors and used some secondary data.

Methods of data collection:

It can be obtained either through direct communication with respondents in one

form or another or through personal interviews. Questionnaire and interviewing
are main weapons to collect data.

There are mainly two types of data –

● Primary Data
● Secondary Data

Primary research entails the use of immediate data in determining the survival of
the market. The popular ways to collect primary data consist of surveys,
interviews and focus groups, which shows that direct relationship between
potential customers and the companies. Whereas secondary research is a means

38
to reprocess and reuse collected information as an indication for betterments of
the service or product.

Both primary and secondary data are useful for businesses but both may differ
from each other in various aspects.

Type of data to collect:

● Categorical:

Nominal-observations that can be coded ordinal-observations that can be

ranked

● Continuous:

Observations that can be counted or measured

● Mixed:

Matrix of categorical and continuous data

Following are the ways through which data can be collected:

● Observations
● Interviews
● Reports
● Records
● Tools of data analysis: -

Type Of Research Method:

● Qualitative
● Quantitative
● Mixed (qualitative and quantitative)
● Critical and action oriented

39
In these reports data is collected by means of survey. A format was made for
collecting the data in which important questions was being prepared for
collecting the data e.g. to know the market share of haldirams total demand
existing in the market and what the share of competitors.

To develop a research methodology on the marketing strategies adopted by

Haldiram, a popular Indian brand specializing in snacks and sweets, we need to
outline a framework that allows us to explore, analyze, and evaluate the
company's approaches in the market. Here’s a step-by-step outline of the
methodology:

1. Define Research Objectives:

● Primary Objective: To analyze and evaluate the marketing strategies

adopted by Haldiram.
● Secondary Objectives:
○ Understand the role of branding and positioning in Haldiram's
success.
○ Explore digital marketing, social media strategies, and traditional
marketing channels used by Haldiram.
○ Examine consumer perception and customer loyalty.
○ Identify the role of pricing, distribution, and promotional strategies.

2. Research Design:

● Type of Research: This study can use both descriptive and exploratory
research designs.
○ Descriptive research will quantify how Haldiram’s marketing
strategies align with consumer preferences and market trends.
○ Exploratory research will investigate new or less obvious aspects,
such as Haldiram’s social media and influencer marketing approach.

3. Data Collection Methods:

● Primary Data:

40
 ○ Surveys: Design surveys targeting consumers to gather data on
brand perception, loyalty, and buying behavior. Survey questions
may cover areas such as brand awareness, frequency of purchase,
and perceived quality.
○ Interviews: Conduct structured interviews with Haldiram’s
marketing team, if possible, to gain insights into their strategy
formulation and execution.
○ Focus Groups: Organize focus groups with consumers to gather
qualitative data on perceptions of Haldiram’s product offerings and
branding.
● Secondary Data:
○ Review industry reports, case studies, journal articles, and news
articles related to the FMCG sector and snack market to understand
market dynamics.
○ Study social media analytics, press releases, and annual reports for
insights into Haldiram’s public-facing marketing strategies.
○ Analyze competitors’ strategies to compare Haldiram’s positioning
and promotional tactics.

4. Sampling Methodology:

● Target Population: Haldiram's customer base, including diverse

demographics such as age, region, and economic background.
● Sampling Technique: Use random sampling or stratified sampling for
surveys to ensure representation across different consumer segments.
● Sample Size: Define a sample size based on the population and resources,
ensuring statistical validity. A larger sample may be beneficial if the goal
is to capture significant insights across varied demographics.

5. Data Analysis Techniques:

● Quantitative Analysis: Use statistical tools to analyze survey data, like:

○ Descriptive statistics to summarize data points.
○ Correlation analysis to find relationships between variables (e.g.,
customer loyalty and product quality perception).

41
 ○ Regression analysis if looking to predict consumer buying behavior
based on marketing activities.
● Qualitative Analysis: Analyze interview and focus group data using:
○ Thematic analysis to identify recurring themes in customer
perceptions.
○ Content analysis for social media posts or Haldiram's
advertisements to gauge messaging patterns and brand tone.

6. Framework for Evaluation of Marketing Strategies:

● Use the 4Ps of Marketing (Product, Price, Place, Promotion) to assess each
element of Haldiram’s strategy.
● Conduct a SWOT Analysis to highlight strengths, weaknesses,
opportunities, and threats in Haldiram’s marketing strategies.
● Evaluate how Haldiram compares to competitors (such as Bikaji and
Bikanervala) in terms of innovation, customer engagement, and branding
efforts.

7. Data Interpretation and Reporting:

● Interpret findings in alignment with the research objectives.

● Create visual representations (graphs, pie charts, trend lines) to make
insights more accessible.
● Draw conclusions on Haldiram’s effectiveness in brand positioning,
market penetration, and customer loyalty-building efforts.
● Provide recommendations for potential improvements in their marketing
strategy.

8. Limitations and Scope for Future Research:

● Address limitations such as sample size constraints, access to Haldiram’s

internal data, or time restrictions.
● Suggest areas for future research, like the impact of international
expansion on Haldiram’s brand or the effectiveness of specific
promotional campaigns.

42
 DATA ANALYSIS &
INTERPRETATION

43
The data that has been collected by means of survey and questionnaires has been
analyzed and tested by excel and the result has been interfered with. various
graphs and chart bars are used to interfere with the data. While preparing the data
it has been kept in mind that the data should be coherent and there should be no
biasness.

● Field editing (that is detail of data has been collected).

● Abbreviations and short forms not used.
● Readability and understandability.
● Inadequate answers have been removed that is.
● Mistakes that have been accursed in collecting the data have been
removed.

1. Namkeens Share in Nagpur Market:

Company No. of respondents No. of percentage

(%)
Haldiram 30 60%
Bikanerwala 10 20%
Balaji 8.5 17%
Other 2 4%
Total 50 100%

The data about consumptions and different namkeens sold in market has been
collected and it has been observed that haldirams capture highest percent share in
namkeens and it is about 60% share, Balaji captures 17% of market share,
Bikanerwala holds 20% share of market and rest has been captured by other
brands.

44
 2. Demand of Chips:

Demand of Chips No. of Respondents Percentages

Lays 15 30%
Haldiram 13.5 27%
ITC 7.5 15%
Bikano 6 12%
Oyes 4.5 9%
Others 3.5 7%
Total 50 100

Data collected and analysis captures the highest share in the market that is 30%
of market share, haldirams also captures quite good share of market. On analysis
% share of different brands is shown.

3. Different Consequence That Adds In Sales Volume:

Particulars No. of respondents Percentage

Taste 21.5 43%
Packaging 2.5 5%
Advertise 6.5 13%
Endorsement 4 8%
Brands 11 22%
Other 4.5 9%
Total 50 100%

Various factors that help to increase the sales volume of products. Taste is the
major factor on which sales of a product depend. There are also secondary

45
factors on which a good share of sales depends : advertisements, packaging,
brand and other factors.

4. Different Age Group Users Of Namkeens Of Brands:

Namkeens and chips are mainly used by persons who belong to the age group of
0- 20. It should be kept in mind that the mainly teenagers and child’s are the
persons who are occupying the highest share in sales volume of these products.
other ages are occupying 40% sales volume of all these products.

Product No. of respondents Percentage

Takatak 15 30%
Chips 25 50%
Whoopies 10 20%
Total 50 100%

Among the different brands of haldirams western namkeens products are takatak
chips whoopies. Chips is mainly the segment which captures the highest share in
the market and it is also sold in higher volume comparable to other products.
Takatak is also sold in good volume as comparable to whoopies, takatak also
occupies a good volume of market share. Whoopies is not sold in higher volume
but in future it may be sold in good volume because consumers are not aware of
these products.

46
 Item Response Percentage
Quality 25 50%
Packaging 5.5 11%
Others 19.5 39%
Total 50 100%

Quality is a major factor on which sales volume of products depends on the basis
of survey. It has been observed that it is a major factor on which the sales volume
of a product depends.Packaging also occupies a good share in sales of products.
It is also in demand in today's era and on it sales volume of products depend.
Other factors are also quite essential for sale of a product e.g. advertisement,
brand and other factors also occupy quite a good percentage.

Users of Haldiram’s products:

Part time users are those types of users who use haldiram's products anywhere at
any time. They occupy the highest share that is 50% Regular user compromises
of about32% who always use haldiram's products. 18% users are of that type by
chance they use Haldiram’s products.

5. Brands Awareness For Chips Segment:

Brand Response Percentage

Lays 22 44%
Haldiram 8.5 17%
ITC 7 14%
Bikanerwala 5 10%
Others 7.5 15%
Total 50 100%

47
There are so many brands that offer their products in the market. Lays: -
everyone is aware of these products and so it occupies the highest sales volume.
Haldirams is a known brand and performance is quite good. ITC is also a
renowned brand but its performance is not up to the mark as it spends huge
money in promotion Bikanerwala is a growing brand.

6. Brand Preference Of Consumers:

Brands No. of respondents Percentage

Lays 20 40%
ITC 10 20%
Haldiram 10 20%
Bikano 6 12%
Others 4 8%
Total 50 100%

Among the different brands existing in market preference of consumers. Lays is

the first preference of consumers and perform well. ITC is also doing best and
occupies second preference in chips. Haldiram is also good but it's the third
preference of consumers. Bikano becoming a new brand name and trying to
capture marketOthers trying their best but still much to do. They are not able to
survive in the market.

Total Consumption Of All Products:

Haldirams captures highest share in total consumption of fmcg products and

occupies first position and comes in second position in overall consumption ITC
comes 3rd in position in overall consumption Bikanerwala still trying to capture
the market and they are also trying.

48
 SWOT ANALYSIS

49
 ● STRENGTH:
1. A nationwide manufacturer and strong distribution channel
2. Strong control over distributors
3. Haldiram is the master brand in Namkeen and growing its chips.
4. Engage in proportioning throughout the year.
5. Employees are very much devoted to their works

● WEAKNESS:
1. Feedback system doesn’t work properly.
2. Proper Importance isn’t given to the retailers.
3. Low profit margin to the distributors.
4. Weak in chips segment.
5. Low profit margin to the retailers in Namkeen Segment.

● OPPORTUNITY:
1. Steel big empty market.
2. Huge demand in the months of August to March.

50
 ● THREATS:
1. Facilities provided by the Lay’s, is offering credit sales.
2. Lay’s and Kurkure paint the outlets regularly.
3. Matter of low hygienic foods.
4. Insects are found.
5. Entrance of Local product.
6. Distributor attitude.
7. Undercutting to the Wholesale market.

Marketing mix is the set of marketing tools that the film uses to pursue its
marketing objective in the target market.

Haldiram’s is a leading Indian brand known for its savory snacks, sweets, and
packaged foods. Over the years, it has expanded its offerings and established a
strong presence both domestically and internationally. Here’s an analysis of
Haldiram's marketing mix (4 Ps) and some key marketing strategies the brand
has adopted:

1. Product

● Product Variety: Haldiram’s has a broad range of products, including

traditional Indian snacks (like namkeens), sweets, frozen foods, and
ready-to-eat meals. This diversity helps them cater to a wide range of
customers across different age groups and cultural backgrounds.

51
 ● Innovation: They consistently innovate their product line to keep up with
changing consumer tastes. For example, they introduced healthier options
like low-calorie snacks and have ventured into international snack items to
cater to global tastes.
● Quality Control: Known for maintaining high standards of quality and
hygiene, Haldiram’s emphasizes freshness and traditional flavors to
enhance its brand reputation.

2. Price

● Competitive Pricing: Haldiram’s uses a competitive pricing strategy to

make its products accessible to a broader audience. While premium in
quality, their pricing aligns with other regional snack brands.
● Differentiated Pricing: With a variety of product offerings across
categories, they adopt differentiated pricing—premium pricing for certain
exclusive products while maintaining affordability for mass-market
snacks.
● Value-for-Money Positioning: The brand’s pricing strategy aims to
provide value for money, ensuring that customers feel they are getting
quality products at a reasonable price.

3. Place

● Distribution Network: Haldiram’s has a vast distribution network,

reaching supermarkets, hypermarkets, local retail stores, and
Haldiram-owned stores. They are also widely available online on major
e-commerce platforms.
● Global Reach: Apart from India, Haldiram’s has established a significant
international presence, especially in countries with a large Indian diaspora,
such as the US, UK, Canada, and the Middle East.
● Strategic Retail Outlets: Haldiram’s also has its own chain of restaurants
and retail outlets in key locations, which serve as points of sale for their
packaged goods as well as freshly made snacks and sweets.

52
4. Promotion

● Digital Marketing: Haldiram’s has increased its focus on digital

marketing through social media campaigns, influencer partnerships, and
promotions on platforms like Instagram, Facebook, and YouTube. They
leverage these channels to build a connection with younger consumers.
● Seasonal Campaigns: The brand conducts seasonal promotions,
especially around festivals, as sweets and snacks are integral to Indian
festivities. They use festivals like Diwali and Raksha Bandhan to run
special campaigns and product offerings.
● In-store Promotions and Discounts: They often use in-store promotions,
product sampling, and bundling offers to drive purchases.
● Sponsorships and Event Marketing: Haldiram’s sponsors events and
activities that align with its brand image, helping them reach a broader
audience and build brand recall.

Key Marketing Strategies

● Focus on Traditional Appeal: Haldiram’s has successfully capitalized on

India’s love for traditional snacks and flavors. By offering authentic
products, they have retained a strong brand image as a trustworthy
provider of Indian foods.
● Healthier Options: With increasing health awareness, Haldiram’s has
started offering healthier alternatives like baked snacks, sugar-free sweets,
and low-calorie options. This shift helps them reach health-conscious
consumers.
● Expansion into Quick-Service Restaurants (QSR): Haldiram’s
restaurants provide a dine-in experience while promoting their packaged
products. This QSR model has helped Haldiram’s position itself beyond
packaged goods and strengthen its brand experience.
● Globalization Strategy: They have adapted their products to meet local
tastes in foreign markets and even created customized offerings for the
international market, helping them succeed in regions with diverse tastes.

53
 ● E-commerce and Online Presence: With the boom in online shopping,
Haldiram’s has embraced e-commerce platforms, offering its products on
its website and other online marketplaces, thus expanding its customer
reach.

Haldiram’s strategy of blending tradition with modern marketing approaches, its

extensive product line, and a well-thought-out distribution network have
solidified its position as a top choice for Indian snacks worldwide.

Marketing Mix of Haldiram’s:

● Products

Chips, Namkeens, Sweets, Pickle, papad, Syrup, Woopies:

● Chips

There are six flavors in chips classics salt:

● Pudina treat
● Paprika
● Mast Masala
● Bolelos
● N salt

Taste of chips:

● Pudina treat

Taste of pudina:

● Paprika

Taste of green chill:

● Mast masala

Taste of Tomato Classic:

54
 ● Salt

Plain only salted:

● Boletos

N salted:

● Masala salted

Namkeen:

● Bhujia
● Aalu Bhujia
● Kaju Mixer
● Kashmiri mixer
● Bombay mixer

Product Qualities:

Impeccable qualities, they focus on TQM before the finish like because of the
quality along with advertisement which Haldiram gives as a competitive edge
design innovative of packets day by day. It is popular due to its colorful packets
of Namkeen which is unbeatable by other brands.

Features:

● Tasty Snacks, Suitable with drinks as well as serving guests.

Brand name:

● Huge brand name nationwide.

Warranty:

● Takes in return when product expires or any or any other damage which is
accidental.

55
Price:

● The price is different for different product chips. Discount

● Depends upon the sales executive, and retailer’s bargaining and as a
different scheme.

Allowance:

● Fixed, as per distributor target and companies target to the sales person.

Public relations:

● Marketing sales executives pay a visit to retailers from time to time.

Sales executive:

● Create new counters for that particular distributor on which he is working.

Promotion:

● Scheme like scratch coupon, Discount coupon, Bags, Caps, T- shirt, win
cheaters etc. are given to retailer and customer.

Findings:

● The first and the major problem is that the company does not have direct
and permanent contracts with retailers. It is a general complaint that there
is a big communication gap between the company and the retailers and no
one is to solve their problem.
● The second problem of retailers is the non availability of quick response of
distributors.
● Distributors do not send the ready stock and thus the delivery man suffers
the problems when the retailer demands in an emergency.
● One of the major problems is the price difference. They are getting same
product in different price from others suppliers (the other suppliers are
giving on less price and schemes) thus this problem is very big for
distributors and suppliers both.

56
 CONCLUSION & LIMITATIONS

57
The marketing strategies adopted by Haldiram's have been instrumental in
establishing the brand as a leading player in the Indian snacks and sweets market,
both domestically and internationally.

Here’s an overview of the key aspects that define Haldiram’s marketing success:

1. Product Diversification and Innovation:

Haldiram’s offers a wide range of products, from traditional Indian sweets

and savory snacks to more contemporary flavors and items like frozen
foods, ready-to-eat meals, and bakery items. This variety appeals to
diverse customer segments and helps Haldiram’s stay relevant across
generations. They also constantly innovate with new flavors and healthier
options to cater to evolving consumer preferences.

2. Consistency in Quality and Authenticity:

One of Haldiram’s strongest strategies is maintaining high-quality

standards and authentic flavors across all products. This consistency has
built customer trust and loyalty, reinforcing Haldiram’s as a go-to brand
for traditional Indian snacks.

3. Effective Distribution Network:

Haldiram’s has a robust distribution strategy that includes a presence in

retail stores, supermarkets, online channels, and even international
markets. This wide reach helps them connect with both urban and rural
customers, along with the Indian diaspora globally.

4. Brand Positioning and Packaging:

Haldiram’s positions itself as a provider of premium, authentic Indian

snacks. Their packaging is visually appealing, which enhances shelf
visibility and attracts consumers. Packaging innovation also plays a role in
ensuring the freshness of products, further reinforcing the brand's quality.

58
 5. Digital and Social Media Marketing:

With the growing importance of online platforms, Haldiram’s actively

engages with consumers through social media, collaborations with
influencers, and digital ad campaigns. This digital presence helps them
connect with younger consumers and adapt to modern marketing trends.

6. Celebrity and Cultural Association:

Haldiram’s associates its brand with Indian festivals and celebrations,

which aligns with the cultural significance of sweets and snacks in India.
While they haven't typically used celebrity endorsements extensively, this
cultural alignment plays an indirect role in their branding, creating a
natural appeal during festive seasons.

7. Adoption of Modern Retail Formats:

Haldiram’s has also expanded into the quick-service restaurant (QSR)

format with standalone stores and dine-in options in malls and airports.
These outlets reinforce brand visibility and allow consumers to enjoy fresh
products on-site, enhancing the brand experience.

Conclusion:
Haldiram’s marketing strategies focus on a combination of tradition and
innovation. By offering authentic products, expanding their distribution network,
leveraging digital marketing, and staying culturally relevant, Haldiram’s has
managed to sustain and grow its market position. Their adaptability and strategic
focus on quality have not only made them a household name in India but also a
beloved brand among Indian communities worldwide. This blend of consistency
and adaptability will likely continue to support their growth and success.
Haldiram's has established itself as one of India's most iconic and trusted brands
in the food industry, particularly in the snacks segment. The brand's success can
largely be attributed to its robust marketing strategies that emphasize traditional
values while embracing modern tastes and trends. Haldiram's adopted a
customer-centric approach, combining quality, authenticity, and innovation in its

59
product offerings. The brand has strategically expanded its reach, targeting
diverse demographics through various channels, including digital platforms,
retail expansion, and innovative packaging. This multifaceted marketing
approach has enabled Haldiram's to cater to both domestic and international
markets, allowing it to build strong customer loyalty and brand recognition
worldwide.

Haldiram's use of traditional marketing methods, such as in-store promotions and

regionally tailored products, has also enabled it to sustain its legacy while
adapting to local preferences. By tapping into online delivery services and
e-commerce, Haldiram’s has successfully adjusted to the rising demand for
convenience in snacking. Additionally, the brand's consistent focus on quality,
backed by stringent manufacturing practices and innovation, has reinforced its
reputation as a reliable choice among consumers.

Limitations:
Despite its successful marketing strategies, Haldiram's faces certain limitations
that could affect its continued growth:

1. Intense Competition:

Haldiram's operates in a highly competitive market where international

and local brands are aggressively expanding. Competitors like PepsiCo
(Lay’s and Kurkure) and ITC (Bingo) are continuously innovating and
pushing promotional campaigns, which puts pressure on Haldiram’s to
constantly differentiate its products.

2. Limited Digital Presence:

While Haldiram's has recently embraced digital marketing, its online

presence remains limited compared to some competitors. The brand could
further optimize its digital engagement by creating a stronger presence on
social media platforms and investing more in influencer marketing.

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 3. Challenges with Global Market Penetration:

Although Haldiram's has entered international markets, its growth in these

regions has been somewhat constrained by regulatory hurdles, distribution
challenges, and differing consumer tastes. Expanding the international
reach of its products requires adaptation to local preferences and extensive
distribution networks.

4. Dependence on Traditional Products:

A significant portion of Haldiram's revenue still comes from its traditional

product line. While this maintains brand loyalty, it may hinder the
company’s ability to innovate and capture new market segments that lean
toward health-focused or organic snack options.

5. Supply Chain Issues:

Haldiram's expansion has brought challenges in maintaining a consistent

supply chain, especially as it increases its international presence.
Managing costs, especially with fluctuations in ingredient prices, can
impact product pricing and profitability.

6. Quality Control and Consistency:

Maintaining consistent quality across all products and outlets, particularly

with growing demand, can be challenging. Any lapse in quality can harm
the brand's image, as consumer expectations remain high.

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 RECOMMENDATIONS &
SUGGESTIONS

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Recommendations:
Haldiram’s, one of India’s leading brands in packaged snacks, has leveraged a
mix of traditional and modern marketing strategies to expand its market share
and reach both domestic and international audiences.

Here are some of the key marketing strategies adopted by Haldiram’s:

1. Product Diversification

● Wide Range of Products:

Haldiram’s offers an extensive product line that includes traditional Indian

snacks, sweets, ready-to-eat meals, frozen foods, and instant mixes,
appealing to various tastes and preferences.

● Local & Global Appeal:

While Haldiram’s core product line includes Indian snacks like bhujia and
namkeens, it has diversified into more universally appealing products like
cookies, chips, and noodles. This has helped in expanding its reach
globally.

2. Innovative Packaging

● Convenient & Attractive Packaging:

Haldiram’s pays special attention to its packaging, ensuring it is

eye-catching and convenient, which helps in brand recall and consumer
engagement.

● Modern Packaging for Export:

Packaging for international markets meets global standards, appealing to

both Indian diaspora and foreign consumers. The design highlights the
authenticity of Indian snacks, yet has an international appeal.

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3. Digital Marketing and E-commerce Presence

● Social Media Engagement:

Haldiram actively engages with audiences on social media platforms like

Facebook, Instagram, and Twitter, sharing appealing visuals and recipes
using their products, which helps in customer engagement.

● E-commerce Strategy:

Haldiram’s has strengthened its online presence through partnerships with

major e-commerce platforms and has developed its own online store to
facilitate direct purchases, which became particularly crucial during the
COVID-19 pandemic.

4. In-store Experience and Quick Service Restaurants (QSR)

● Restaurant Chains:

Haldiram’s operates a chain of casual dining outlets and QSRs across

India, where they serve a wide variety of Indian foods and snacks. This
in-store experience not only promotes brand loyalty but also provides an
opportunity for customers to sample new products.

● Store Ambiance & Branding:

The in-store experience is designed to give customers a traditional yet

modern Indian ambiance, enhancing the brand’s image and customer
experience.

5. Focus on Traditional Indian Flavors with a Modern Twist

● Authenticity with Innovation:

Haldiram’s consistently focuses on maintaining authentic flavors that

resonate with traditional Indian palates while innovating to cater to
changing consumer demands, such as low-fat or less spicy versions.

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 ● Festive Marketing:

During Indian festivals, Haldiram’s leverages its traditional sweets and

snacks by marking them as festive essentials and gift items, appealing to
the cultural significance of their products.

6. Strategic Advertising

● Celebrity Endorsements and Influencer Marketing:

Haldiram’s has collaborated with influencers and celebrities, particularly

during festive seasons or major product launches, to amplify its reach.

● Emotional Connect and Storytelling:

Their ad campaigns often focus on evoking a sense of nostalgia or

celebrating Indian family values, making the brand more relatable and
emotionally appealing to consumers.

7. Global Expansion and Adaptation

● Adaptation for Global Markets:

Haldiram’s has expanded into global markets such as the U.S., U.K., and
Canada. While they retain core Indian products, they also adapt offerings
to suit local tastes and preferences, ensuring brand relevance in foreign
markets.

● Diaspora Marketing:

By positioning itself as a familiar brand from home, Haldiram’s effectively

targets the Indian diaspora, appealing to cultural nostalgia.

8. Focus on Quality and Safety

● Emphasis on Hygiene and Quality Control:

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 Haldiram’s emphasizes the quality and safety of its products, especially for
export markets, where it adheres to strict quality standards. This focus on
quality has contributed to high consumer trust and brand loyalty.

● Certifications:

The brand has obtained various quality certifications, which helps it

establish credibility, especially in foreign markets.

9. Corporate Social Responsibility (CSR) Initiatives:

● Community Engagement and Sustainability:

Haldiram’s has engaged in various CSR activities like community

development and environmental sustainability, which enhances its brand
image and resonates with socially conscious consumers.

10. Pricing Strategy:

● Competitive and Tiered Pricing:

Haldiram’s uses a competitive pricing strategy with different product

ranges across price segments to appeal to a broad customer base. They
offer smaller, affordable packs as well as premium products, catering to a
wide audience.

These strategies have allowed Haldiram’s to create a strong brand identity,

appeal to diverse consumer segments, and expand its reach, both within India
and internationally.

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Suggestions:
Haldiram's, a leading Indian snacks and sweets brand, has adopted several
innovative marketing strategies to maintain its popularity and expand both
domestically and internationally.

Here are some of the strategies that have contributed to its success:

1. Strong Brand Identity and Heritage Marketing:

● Haldiram’s leans into its legacy and authenticity, often emphasizing the
brand’s roots in traditional Indian recipes. This appeals to both older
generations who seek nostalgia and younger ones drawn to authentic,
cultural experiences.
● The brand uses storytelling around its history, heritage, and quality to build
trust and establish a unique brand identity.

2. Product Diversification and Regional Customization:

● Recognizing India’s diversity in tastes, Haldiram’s offers a wide range of

snacks catering to regional flavors (like North Indian bhujia or South
Indian murukku).
● Internationally, Haldiram’s adapts its products to local tastes, offering
slightly altered recipes for markets like the U.S. and the Middle East to
cater to local preferences.

3. Quality Assurance and Certifications:

● Haldiram’s places a strong emphasis on quality and hygiene, which is

reflected in its marketing and packaging. Obtaining certifications such as
ISO and HACCP has helped them gain credibility and appeal to
health-conscious consumers, particularly abroad.

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4. Multi-Channel Distribution and Retail Expansion:

● Haldiram’s has expanded its presence through a variety of retail channels,

including standalone stores, kiosks in malls, and collaborations with major
retail chains.
● They’ve also embraced e-commerce, making products available on their
website and through platforms like Amazon, Flipkart, and local grocery
delivery services. This omni-channel strategy has widened their reach
significantly.

5. Emphasis on Festive Marketing and Gift Packages:

● Capitalizing on India’s festival culture, Haldiram’s offers special gift packs

for Diwali, Raksha Bandhan, and other occasions. Their festive marketing
campaigns, along with limited-edition product launches, resonate with
customers during peak seasons.
● Haldiram’s attractive, premium packaging during festivals enhances its
appeal as a gifting option.

6. Healthier Product Lines and Emphasis on Ingredients:

● With the rising demand for healthier snacking options, Haldiram’s has
introduced products with less oil, baked snacks, and options with natural
ingredients.
● Marketing campaigns often highlight the use of quality ingredients and
minimal preservatives, appealing to health-conscious and ingredient-aware
consumers.

7. Influencer and Social Media Marketing:

● Haldiram engages with a younger audience through influencer marketing

on Instagram, YouTube, and other social platforms. Collaborations with
food bloggers and influencers help reach a broader demographic.

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 ● The brand also creates interactive content like recipe ideas featuring
Haldiram’s products, engaging audiences through lifestyle-oriented
campaigns.

8. Focus on Export and Global Market Penetration:

● Recognizing the demand for Indian snacks worldwide, Haldiram’s has

made a substantial push into international markets, especially in countries
with large Indian diasporas.
● They’ve tailored their product offerings for the export market and focused
on penetrating grocery stores and international food chains to increase
brand visibility globally.

9. Strategic Pricing and Affordable Luxury Positioning:

● Haldiram maintains competitive pricing across its product range, which

helps it remain accessible to a broad customer base. Additionally, they
have premium options that appeal to customers willing to pay a bit more
for quality or gourmet versions.
● By positioning itself as an “affordable luxury,” Haldiram’s is able to attract
both price-sensitive customers and those willing to indulge.

10. Customer Engagement through Digital Loyalty Programs:

● To encourage repeat purchases, Haldiram’s offers digital loyalty programs,

special discounts, and online-exclusive offers that reward customer
loyalty. This strategy enhances customer retention and provides valuable
insights into customer preferences and buying behavior.

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 REFERENCE

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Websites:
● https://en.wikipedia.org
● http://www.diva-portal.org/smash/get/diva2:22649/fulltext01.pdf
● http://gscen.shishamandal.org

Magazines:
● The Hitavada
● Times of India

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