July 2019 | Ahead of What’s Next |^ Progressive Grocer |^55
Snacks Category Watch
The market leader in snacks in east India
We want to become a food
conglomerate in India,
taking over the market
with traditional namkeen,
sweets, confectionery,
bakery, ready-to-eat,
staples, and pickles.- Manish Agarwal
MD, Haldiram Bhujiawala Limited
Our focus has always been
the masses. We want our
snacks to reach every house
and hence we are very
sensitive about the price
without compromising on the
taste and quality.- Prabhu Shankar Agarwal
MD, Haldiram Bhujiawala Limited
Company and brand profi le:
Haldiram Prabhuji, with its humble
beginning in 1937, has emerged as a
household name for ready-to-eat snack
foods in India. It has come a long way
since starting as a small snacks shop in
Bikaner, Rajasthan to delivering a veritable
range of ready-to-eat snacks that are
healthy and hygeinic. Th e group has its
presence not only in India but in several
other countries around the world.
is a prominent player in east India with
a majority market share in organized
packaged traditional sweet and savories.Retailing strategy: Th e brand is
extensively focusing on improving
its presence in both General and
Modern Trade channels. Currently,
GT is the brand’s major sales channel,
contributing 70% of revenue; Modern
trade, institutional sales and exports
constitutes the rest. Haldiram Prabhuji
is strategically targeting Tier 2 and Tier
3 cities/towns using the General Trade
route as there is major growth expected
from these areas. In Modern Trade, the
brand is operating and present in all
major retail chains.Future plans and roadmap ahead:
Haldiram Prabhuji is targeting for a
Rs. 2,000 crore revenue by 2024. Th e
brand’s long-term plan is to become a
food conglomerate in India, taking over
the market with its traditional namkeen,
sweets, confectionery, bakery, ready-to-eat,
staples, and pickles.
Recently, the company has also
acquired a retail chain of coff ee, tea and
ice-cream with a pan-India presence of
more than 90 stores. So, it has almost
100 stores operating under Haldiram’s
Prabhuji portfolio.
Th e company is investing further in its
state-of-the-art production facility, which
will result in better quality and enhanced
shelf life of the products. Th e company is
also investing in information technology to
support the front end sales force, distributor,
retailer and channel partners. Th e brand’s
team is also planning to create a food
platform for featuring a new segment
‘ready-to-eat’, bakery, and staples along with
tradition sweet and savory products.Product portfolio: Haldiram Bhujiawala
Limited, under the brand name Haldiram
Prabhuji, sells all the great Indian snack
delicacies under its banner: namkeen
products –chanachurs, mixtures and
dalmoth; sweets –rasgullas, gulab jamuns,
pethas; and baked products like dundee
cakes along with syrups and pickles. It has
recently launched a new brand ‘Minutes to
Go’ for the RTE category.USP and diff erentiators: Haldiram
Prabhuji only uses fresh produce in its
products. Th e brand reconnects you with
food made out of fresh produce like seeds,
fruits and vegetables, using the latest
in healthy food preparation by expert
chefs who know their food and uphold
certain values like taste, time, ecology,
thrift and community. With state-of
-the-art food preparation technology,
use of modern and hygienic equipment,
state-of-the-art packaging and clinically
tested ingredients, the end product is truly
lip-smacking.
Th e brand’s research & development
team is always looking to make the food
more durable at its best quality. Th e team
focuses on maintaining the authentic taste
of the recipe over a long period of time so
that a snack from any part of India would
taste the same in any other part within the
stipulated time.Market outlook and opportunity: Th e
Indian sweet market is about INR 8,000
crore and namkeen market is about
INR 28,000 crore. Currently, Haldiram
Prabhuji is present in traditional namkeen,
sweets, confectionery and bakery, ready-
to-eat, staples, pickles, Th e brand has
almost an equal share of revenues from
sweets and namkeens. Haldiram Prabhuji