Haldiram

Haldiram

THE TASTE OF TRADITION  

Last year this namkeen shop company from Bikaner reached a valuation of 20000 crores. This company is known other than the namkeen kings of India Haldiram.

The story of haldiram is a roller coaster ride, it began with a man coming from Bikaner, whose name was Shri Ganga Bhishan Agarwal nicknamed 'haldiram' by his mother. He joined his father in selling bhujia.

THE FATTER OF TINY FEET

He came to about his aunt's recipe for making bhujia instead of besan she used ki dal, her bhujia were very crispy. He observed that the traditional bhujia are not so crispy. Haldiram adopted this recipe, his bhujia became thinner and crispier, with this blue ocean approach in a red ocean market of bhujia in Bikaner where every other street has its own bhujia king, Haldiram started a small shop in 1937.

People went crazy by eating haldiram's bhujia. He and his shop became a household name. Although this was his family business, he went further and gave it a brand which was 'dungar sev'  because Dungar Singh was the ruler of Bikaner back then and he was very famous and influential among the people of Bikaner. This brand became so popular that it used to sell 200kg of bhujia every week.

EXPANSION

In 1957 Haldiram went to Kolkata with his two sons Mulchand and Rameshwar Lal to set up a shop there. He named that shop Haldiram's Bhujiavala. This shop became very famous. Over the three decades, the grandson of haldiram expanded their grandfather's business.

Shiv Kishan Agarwal expanded the business to Nagpur, Madhusudan, and Mohanlal Agarwal took it to Delhi. Now family disputes came to play a big game because of haldiram's division which was the northern part of India was served haldiram snacks and ethnic foods; Haldiram food international served the western and southern parts of India and the Kolkata-based Haldiram Bhujiavala served the eastern region of India. Haldiram's Bhujiavala wanted to enter the Delhi region but was not allowed to use the brand's name. After this Haldiram's grandson got involved in the dispute of trademarks and ownership. This dispute went to court and took 15 years to get a solution. In 2013, the court made Delhi-based Haldiram the sole owner of Haldiram.

STRATEGIES

Now, a question comes to our mind: what made Haldiram this big in a market like India and they also went into foreign markets? And the answer is:-

• Colorful packaging attracts customers to buy that product.

• Strong offline distribution

• Adaptiveness and having the cost of the product in their control

• Namkeen suits alcohol parties, family celebrations, and all other celebrations.