EXECUTIVE SUMMARY

There are many varieties of snacks foods, which are produced in India, and the
type of snack food varies according to the region. The snacks market has changed
with the advent of innovative products. It has emerged as a fast, customized and
large market. There is also a changing perception of consumers towards
processed foods, served in centralized food service system. The primary reason
for these changes is the dynamic marketing environment in the snacks business.
Changes in the marketing environment have generated a need to reconsider the
managerial perspectives on marketing in the snacks business. And in this new
arena of increased competition and market saturation Haldirams is still doing
well with highly satisfied customers. As it has very skilled management who can
easily sense customer requirement, maintain product quality and frequent market
research always assures product authenticity in the market.
This Project has given me a great learning experience and at the same time it has
provided me enough scope to implement my analytical ability. This project has
helped me to know the importance of customer complaints, vendor development,
use of MIS and ERP, promotional strategies of Haldirams, market visit, sales &
distribution forecasting and market survey.
The analysis and study presented in this Project Report is based on data analysis,
market research, and thorough study of marketing strategies used in Haldirams
to maintain its brand equity in the niche market. This Project as a whole provided
insights into the different facts of marketing in an organization but the major
focus can be divided majoring into four parts viz. market survey, research,
promotional strategies and sales&distribution.
The purpose of the report is to learn the facets of marketing and do the
forecasting of sales and laminates for Haldiram PVT. LTD. Along with that I
have also worked in the following areas:-

Sales and distribution

Market visit for retail shops
Market research on customer satisfaction
Promotional strategy
Scope of the project means the area which we cover under our project and how
it is beneficial. In my project I use to deal with the main areas of marketing.
And also during this project I have to do forecasting and find out inclining and
declining products. In this report of the project you will find that what and how
marketing plays an important role in business development.

During this project, I did a survey which reveals the current status of the
companies services and the competitors position in the market. And the
outcomes of that survey company can use for their enhancement and to increase
their business.
business.
To carry out a competitive analysis of Haldirams Snacks vis--vis competitor
brands in the same segment available in Ghaziabad based on parameters such as
pricing, product range, packaging, profit margins to retailers, discounts and
credit policies provided to retailers.

OBJECTIVES OF THE STUDY

The objectives of the study are as follows:

1. To study the marketing strategies and brand loyalty of Haldirams
2. To study the marketing mix of Haldirams
3. To study the behaviour of the consumer with respect to attributes such as
Brand Loyalty and come up with recommendations as to what all needs to be
considered keeping the consumer in mind
4. To analyze Haldirams competitor and compare their strategies and come up
with recommendations for any problem being faced by it.

5. To study the data trending and analysis.

6. To understand forecasting based on this trending

7. To check out visibility and ability of declining product in the market.

8. To study the distribution network of Haldiram products.

9. To study about consumer and retailers perception regarding Haldirams

namkeens and chips

RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters as regard to

organizational requirements- Research was designed so as to get the relevant
information that can be used for various organizational purposes.

DATA SOURCE:
Research included collecting both primary and secondary data.
PRIMARY DATA
It is the first hand data, new data gathered to help solve the problem at hand.
Data is collected personally for the specific project through research.
Questionnaire was prepared to gather information on the company marketing
and services.
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 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.

SECONDARY DATA
It is the is the second hand data collected by someone else with is gathered
through internet, publications, articles, company books, etc.

DATA COLLECTION:

Following are the ways through which data can be collected

Observations
Interviews
Reports
Records
Tools of data analysis: - Excel and Well structured questionnaires might be
referred for data analysis.
TYPE OF RESEARCH METHODFour types of research methods:
Qualitative Quantitative
Mixed (qualitative and quantitative)
Critical and action oriented

The data collection method used was none other than survey method which is
usually incorporated for collection of raw information. The survey method is
advantageous because it helps to collect a great deal of information about an
individual respondent.
Field works
For interviewing the retailers & distributors went to each and every shops & outlets
where namkeens chips and other things of company was sold school, college,
hospital, Dhabas, restaurant of Hyderabad. Thus I interview about 100 retailers
5

canteen owners and the entire distributor over the entire Ghaziabad. I asked them to
help me in filling the format of questionnaires for collecting data.

Survey:
The type of survey undertaken was that of sample type keeping in consideration
the time constraint and paraphemalic, besides the viability of census survey. The
sample survey thus being taken to the right path to reach the desired destination
was carefully planed to convert of the operation by using selected samples.
In these report 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 whats the share of competitors .consumers preferences tastes and age
group which mainly use the products of haldirams, class of people mainly using
haldirams products. What are tools and techniques that are being used by the
company to increase the sales of company?

Statistical Tool:
The tool for obtaining the information was questionnaire. A structured
questionnaire was administered. The questionnaire was designed in the view both
major and minor objective of study.
Sampling: With the customer being unknown and given the time and resource
constraints random sample was obtained from different people.
Data completion and analysis:
After the data was collected, it was tabulated and findings of the project were
6

presented followed by analysis and interpretation to reach certain conclusions.

LITERATURE REVIEW

Jeenal Mittal :Expensive with less quantity . A typical example of Lala Company,
where a fat lala is only interested in increasing the price tag and not the quality.
This place overcharge without any reason.The Food is Ok type not that great.
The quantity is so less that even after spending Rs.200, you will get a small
portion. The bangoli sweets taste all the same with different price tags.These lalas
shall take some training lessons from Om sweets.
Rohan Mundada: I like the fact that Haldiram's is located in most of the malls of
Delhi NCR. The food is the same in all the outlets and you can always depend on
them for a quick bite. I have been here many times for a snack or the thali.
Good place. Mood for some casual and Indian dining, try Haldiram's. Sitting is
comfortable, service is prompt. Food is good, offers a great variety in the snack
section and sweets.

Jabbar: I have seen this particular outlet for as long as I can remember Gurgaon.
The food is standard. Staff is decent.
It used to get thoroughly crowded during peak hours till a while back (months
back). Haven't visited this joint in the recent past, so cannot comment.
No complains as far as the food is concerned.
The veg pasta is quite a surprise.

Pooja Vora :Just like any other halidram... this one also have the same process
of paying, collecting your order and then eating your long awaited meal. This
7

place has something special to its rajkachori .. I just loved it... but the bad part
is I just loved rajkachori ( recommended) . Over the period of time I have seen
rates going up and quality down. Being specific the North Indian thali has a
lesser quantity and panner just lost its taste.. it was worst I ever had. To add to
all this dude there processing time is just really high ... It took me 35 minutes to
collect my thali.. then I was not just hungry but angry too with cold food in my
hands.

JINDAL: I have been there multiple occasion and keep returning... perfect
place for dine-in, ample sitting arrangement is available on its first floor.
Established Brand for Pure vegetarian items, Don't have Innovative items but
traditional recipe and representing with new approach. I visited the place
expecting a delightful dinner on a winter evening. I had been impressed by
bikanerwala and expected haldiram's to surpass that experience. But the place
is too damn crowded and has stooped to a very mediocre level in food
preparations. Jalebi was mediocre, pizaa was average, sarso ka saag and
makke ki roti was run of the mill. To service too many customers the outlet has
deteriorated in quality significantly. The over crowded place just kills the
mood. The food experience is not gr8.. Is it the fall of a gr8 joint.

Mitesh : Lip-smacking chaat variety, awesome chana bhatura and delicious

dosas....No better option to have all this under one roof other than Haldiram.
This one is a big outlet with nice seating capacity on first floor, and has an
extensive menu. Haldiram's sweets range is also available at this outlet, which
is definitely a plus. Service is really fast and quality is superb. If you want
variety of Indian flavors and don't want to splurge or compromise on quality,
this is a go-to place.

Verendra : The good thing about this outlet of Haldirams at Sahara Mall is
that they have a sweet shop here as well. They also have one floor seating area
for the fast food they serve.I have been to the Haldirams outlet quite a few
times to get some sweets packed and I have also tried a few things from their
menu. The people on the counters are mostly confused. Things are worse on
weekends,when you are not able to find a place to sit.The food is good i.e.
8

their thali, Raj kachodi, cholle bhature, idli .You may have to wait a lot on
weekends.

Rahul: Like all other Haldiram outlets this too serves delicious veg food , huge
sitting area but always crowded as near to Sarojini market.
Hygienic and tasty food- i have tried there lassi Chinese platter raj kachori chole
bhature pav bhaji Etc everything was just perfect. They serve quality food.
Bhelpuri beats burgers just as comprehensively as farsan beats
fries. Haldiram's revenues, at Rs 3,500 crore, is more than the combined revenue
of Domino's (Rs 1,733 crore) and McDonald's (Rs 1,390 crore; adding toplines
of the two separate operations in India). Or take that popular two-minute snack,
Maggi, which netted a revenue of Rs 1,200 crore; Haldiram is almost three
comtimes bigger.

LIMITATIONS OF THE STUDY

1. The sample was collected using sampling techniques. As such result

may not give an exact representation of the population.

2. Most of the data being secondary can be biased towards the company.
3. Shortage of time is also a reasonn for incomprehensiveness.
4. Most of the information was taken from secondary sources being based on
.

previously Printed data.

5. The brand level penetration study is limited because the project is

only . . dealing with Western Snacks and namkeen products and not the
entire . . . range of Snacks products available.

6. Given the time limit and scope of the project Market Penetration of Haldirams.

7. Absolute sales figures obtained from the survey through retailers may be inflated.

8. The brand level penetration study is limited because the project is only dealing
with Western Snacks and namkeen products and not the entire range of Snacks
products available.

9. Absolute sales figures for competitor brands obtained from sample space of
retailers are insufficient to draw an analysis of sales performance for competitor
brands.

10

11

THE STUDY OF MARKETING RESEARCH ON

HALDIRAMS AN INTRODUCTION

Marketing research is "the process or set of processes that links the producers,
customers, and end users to the marketer through information information
used to identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance; and
improve

Preparing this project I was doing market research & sales research. It include,
total market volume that is being sold in grocery shop small shops and from
distributors and retailers shopping malls big bazaar, and others where chips and
namkeens are sold.
I have collected about all the product of Haldirams but worked basically for
chips and Namkeens segments.
I went to the retailers and saw the chips and Namkeens there I observe the
following things
Whether our product is available or not at that canteen.
If not then we saw of which company product is available.
How much sale is of that particular counter and what the sales volume that
counter may give to us.
What is the strength of that particular counter?
Has that counter so many brands of chips and Namkeens.
And if we get our product, we used to asked the sales volume, response of
consumer, delivery and thus came to know interest of retailers & consumers
If we didnt get our product we said about us, about our products, about the
margin what about margin difference, comparing the competitors product and
margin provided by them.
12

And then we made them understand the extra facilities and unique selling point
of our product and make them ready to sale our product. Thus we developed the
market for Haldirams product.
After this we saw the competitors product (quantity) and asked the strength.
We also counted the signage and a stand of all the competitors company and
Haldirams which is at that particular store.

After all I create a daily survey report and listed the total shops & canteens
available in Ghaziabad. And then analyses the data which was collected from
market. And then come to a conclusion on the basis of that analyzed data and
information. After all it becomes possible to make a meaningful and useful
report.

As a result goal of every company should be to improve the desires of the

employees

To stay in relationship they have with the company .when companies

understand and manage customers loyalty rather than retention specifically
they can reap profits on both sides on the balance sheet i.e. ; revenue and cost

Market research is about listening to people, analysing the information to help

organisations make better decisions and reducing the risk. It is about analysing
and interpreting data to build information and knowledge that can be used to
predict, for example, future events, actions or behaviours. This is where the real
skill and value of market research lies. Its a continuous process, and has few
limitations.

13

THE PROCESS:
1. Defining the problem.
2. Determining research design.
3. Identify data types and sources.
4. Design data collection form and questionnaire .
5. Determine sample plan and size.
6. Collect the data .
7. Analyse and interpret the data .
8. Prepare research report

DIMENSIONS OF MARKETING RESEARCH :

1. The knowledge of the company vision/ mission and strategies of
Maintaining market score
2. Satisfaction with customer needs
3.

How confident are the customers about the company products

4. Compensation and benefits

5. Whether the company has made reasonable efforts to reach its
Goals .
6. Opportunities for growth
7. Weather products are loved by the consumer
8. About awareness of the products, new launched.
14

Haldirams offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad
and ice creams. However namkeens remain the main area of focus for the group as
it contributes close to 60% of its total revenues. By specializing in the
manufacturing in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality and are sourced
from all over India.
The food industry in India is forever changing to suit their consumers palate,
preference and pocket. All the players in the industry thus, have to constantly
adapt to the ever-changing trends and invent and re-invent themselves to stay in
the league.
Haldirams competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour.
Haldirams 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 category.

Haldirams ingredients of success recipe includes a diversified product portfolio,

stringent quality controls, good raw material, storage, production and packaging
processes which has resulted in unparallel taste and extended shelf life,

15

Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at 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.
The main purpose of this presentation is to overview the principles and methods
related to market research, followed by Researcher Project Implementation,
interpretation of findings and drawing up of a typical research report.

Marketing is the process of planning and controlling the conception, pricing,

promotion, and generating new ideas, goods and services for achieving
individual and organizational objectives.

The marketing concept requires that customer satisfaction rather than profit
maximization to achieve the goal of an organization. This means that any
organization should try to obtain information on consumer needs and gather
marketing intelligence to help satisfy these needs efficiently.

Marketing is started with the slogan of buying & selling, but at present, it
broadened the vision build loyal customer with slogan satisfying customer
needs. Therefore, the study of customers becomes very important for the
marketers.

16

17

HALDIRAM A PROFILE

HALDIRAM is a name associated with consumers for sweets and namkeens for
the past six decades in India and abroad. It made its modest start in the beginning
1941 in Bikaner in the State of Rajas than. Today the company has diversified into
snack food, sweets, syrups, biscuits and fast food. It is the leader in the Namkeens
segment with a 70% of that total share in the market.
Your life is constant motion. You live outside the box, in the electric neon now
where ideas are everywhere and the next one could be your best. Haldiram wants
to do new innovations for getting more and more profit.
The main objective of the Haldiram Foods International Limited is cover whole
market and also the rural market.
In this article and others like this, we are profiling all the Nagpur - Based
companies or the companies having Nagpur as one of their major operational
centers. Check out the profile of Haldiram below:
Founded in Bikaner, Rajasthan by Shivkisan Agrawal in the year 1937, Haldiram's
is one of the largest sweets & snacks manufacturers in India.
This 4 million dollar brand exports its products to several countries worldwide
including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, Hong Kong,
Japan, Kenya, Libya, South Korea and United Kingdom.
In addition to these packaged products, Haldiram has its own outlets where it sells
sweets and eatables. It also has a range of restaurants in the various tier-I and tierII cities of the country.
Haldiram's products in Delhi and the NCR are sold under the brand name of
"Haldiram", which is the original Haldiram family. Products in the Kolkata region
are sold under the brand name of "Haldiram's Prabhuji" or "Haldiram Bhujiawala"
while products in the Nagpur region are sold under the brand name of "Haldiram's
Nagpur".

Haldirams is a huge brand and has diversified its activities into various industries.
The one industry where it is the king right now is the namkeens industry. Hence
the project mainly focuses on studying Haldirams namkeen division, though other
areas have been briefly mentioned.

18

Haldirams offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbats, bakery items, dairy products, chips, pappad
and ice creams. However namkeens remain the main area of focus for the group as
it contributes close to 60% of its total revenues. By specializing in the
manufacturing in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality and are sourced
from all over India.
Sweet and Salt are as diametrically opposite to each other as North pole and
South Pole but they perform wonders when used on the taste buds, this
delicate use of both the tastes in Mithais (Sweet Meat) and Namkeens (Salty
Snacks) has made Haldirams undisputed leader of the sweet industry.
Haldirams synonymous with sweet meat as Cadbury is to Chocolates. By
default Haldirams can be termed as Taste of Tradition.
From a humble beginning in Bikaner in 1937 Haldirams have grown
phenomenally and are today an internationally renowned sweet me at
manufacturer with chain of restaurants and is also on the verge of starting
amusement parks. It is the flag bearer of the traditional Indian sweet,
Haldirams was started by Shri. Gangabisanji Agrawal alias Haldiram Agrawal,
who is the grandfather of Shri Shivkisan Agrawal, the man responsible for the
successes and fame of Haldirams he has made the brand a household name in
India. Haldirams products inherits the Matchless quality, Zero impurity and
world class packaging, efficient distribution network are the hallmark of each
and every Haldirams Product and to top it up the trump card of reasonable
prices and efficient marketing strategy and the key to success. Headquartered
at Nagpur (M.S.) India.
The management at Haldiram's is quality conscious no doubt Shri Shivkisan
Agrawal always believes in superior input superior output. It has regional
offices at Mumbai. Bangalore and Chennai. It is a member of the SFA (Snacks
Food Associations of America) & ESA (European Snacks Food Association).
19

The company has won prestigious International Food award from TROFEO
International Alimentocian of Barcelona Spain in 1999. The company has ISO:
9001-2000 certification and HACCP certification by Det Norske VERITAS of
Netherlands
The food industry in India is forever changing to suit their consumers palate,
preference and pocket. All the players in the industry thus, have to constantly
adapt to the ever-changing trends and invent and re-invent themselves to stay in
the league.
Haldirams competes on the basis of numerous factors including brand recognition
due to distinct packaging, product quality, traditional taste and authentic Indian
flavour.

MISSION:To help our business partners grow and be more profitable, while maximizing
value for our shareowners, by:

Broadening the reach of our business partners, connecting them with new markets,
technologies and solutions.
Earning the respect and loyalty of our business partners through superior value and
service.
Creating innovative ideas through bright, energetic, customer-focused and talented
people.

Our perpetual consistent quality, best packing strategy, vast market

coverage and the number of years of experience have given us a cutting
edge vis- -vis our competitors. Our natural ilk to improve our
performance and quality with each passing year has taken us way ahead of
our nearest competitors. The people at HALDIRAMs are very sensitive

20

and our customer friendly about the complaints, which infect is a rare
occurrence from the customers and dealers.

Haldirams 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 category.

Haldirams ingredients of success recipe includes a diversified product portfolio,

stringent quality controls, good raw material, storage, production and packaging
processes which has resulted in unparallel taste and extended shelf life.

The Company which is today synonymous with 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 & the bustling Chandni-Chowk in Delhi.

In Haldiram there is a friendly environment. The Management in Haldiram Foods

International Ltd. is very good. In Haldiram Foods International Ltd. there is a coordination between each and every employees. They all are very supportive they
support each other in their work.

Haldiram Foods International Ltd. build very good team from that they work each
other very kindly and also for fresher they guide them to do work in easiest way.

Haldiram Foods International Ltd. also have friendly relations with the retailers
from that the retailers also want to maintain relationship with them and also take
Haldiram product in a large quantity and also sale it in minimum time.

21

Haldiram Foods International Ltd. is a committee of number of peoples who

work for Haldiram.
The Haldiram Marketing franchise made a humble beginning in 1937, when it
commenced its business in Bikaner, in the state of Rajasthan. Since then, the
food and beverage franchise has witnessed phenomenal growth and is currently
a renowned manufacturer of sweet meat across the world. The sweet and savory
products franchise has a chain of restaurants and is also anticipated to start
amusement parks.
The Haldiram Marketing franchise is the flag bearer of the traditional Indian
sweet. This food and beverage franchise was started by Shri Gangabisanji
Agrawal alias Haldiram Agrawal. He is the grandfather of Shri Shivkisan
Agrawal, who was responsible for the fame and success of the sweet and savory
products franchise. Moreover, he made the brand of Haldirams a household
name in the Indian subcontinent.
The products of the Haldiram Marketing franchise have top class quality, world
class packaging, zero impurity and efficient distribution network, which are the
characteristics of every product of Haldirams. Along with the above mentioned
factors, efficient marketing strategy and reasonable prices offer more.
Opportunities for the product to witness success. With the headquarters at
Nagpur, the management of the food and beverage franchise is very quality
conscious, as Shri Shivkisan Agrawal always believes in superior input superior
output.

An important diversification was inroads into the restaurant business with

HaldiRam having 11 restaurants cum showrooms at premium locations of Delhi &
NCR with plan to open various outlets in Northern India.

Promoted by two 1st generation entrepreneurs Mr. M.L. Agarwal & Mr. M. S.
Agarwal and backed by Board of Directors ( Mr. Pankaj, Anand, Amit, Ashish &
Umesh Agarwal) and Management Team (Dr. A.K Tyagi (Pres), P.K. Agarwal
(Consultant) , Rahul Kathuria , VK Gupta, Mr. A.K. Tyagi) , today, the Vision and
Mission of the company is to have global presence as Food & beverage company
through

22

Innovation
Professionalization
Expansion
Strategic Approach
and, Business Acquisition

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, SOMMERFIELD, 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

Haldirams 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 category.

Haldirams ingredients of success recipe includes a diversified product portfolio,

stringent quality controls, good raw material, storage, production and packaging
processes which has resulted in unparallel taste and extended shelf life, Also
Haldirams sensitivity to catering to the local palates (30 40% of Haldiram
flavours are sensitized to suit local taste) has resulted in creating a loyal consumer
base . Also no Modern trade is complete without stocking HaldiRams products.

Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at 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.

23

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 HALDIRAMS IS WAY OF LIFE FOR
INDIANS NO MATTER WHICH COUNTRY THEY LIVE IN.

Present
Stock Now
Today, Haldirams is a 1735.9 cr brand that is a familiar sight on shelves across
the USA, UK and the Middle East. Non Resident Indians carry back packets of
Haldirams along with the farewells and nostalgia. And it is this name that they
look for as they scan shops for familiar scents and sights.
Presently it has four plants in and around Delhi that produce 50 tonnes of
namkeens (56 varieties), 20 tonnes of chips, papad (7 varieties) and fun food
and 5 tonnes of tinned sweets (12 varieties) and soan papdi, on daily basis.
Two more production units are coming up which will not only increase
capacity but also makes it possible for us to introduce new product lines.
For over 60 years now, the firm has been unifying the palate of India. It has not
been the simplest of tasks; India speaks different taste buds to match. However,
today it is a name that has become synonymous with taste and quality not only
within India but the world over.
Today Haldirams occupies considerable shelf space at prominent supermarkets
the world over: Tesco, Summerfield, Sipneys, and Carrefore. From traditional
Indian sweets and savouries to the more international chips, cookies, nuts and
sherbets, its products are fast capturing the imagination of people making it
possible for it to aim for deep penetration in the Middle East, East Europe and
parts of North Africa.
Future
Leveraging Our Existing Equity

24

The firm plans to leverage its equity in the domestic and international market to
become a food corporation with not just branded products under its belt but also
restaurants, retail chains and wide portfolio that includes such diverse products as
milk-based food and noodles.

In the near future it hopes to be in places such as Algeria, Jorden, Yemen, Taiwan,
Columbia, Cyprus, Ukraine, Libya, Tunisia, Egypt, Armenia, West Indies,
Sweden, Finland, Trinidad, and Tobago.
Haldirams success saga is because of the pro-active thinking of making access
into the traditional, fresh homemade food and skilfully converting it into a product
line extension. With they have busted the myth that Indian consumers will not pay
extra for western concept of packaged food and that too of the Indian Household
kitchen category.

It has also invested considerably in an advanced processing and packaging unit,

which enables it to marry tradition with technology. This is why, no matter whose
shelf our product sits on, it always stands on its own.
Also the Supply Chain which is broken down into two categories of retail and
institutional sales is managed well by strong network of C&F, Distributors,
Wholesalers and Retailers to make the product available at remotest town of the
country.

AWARDS
Haldirams bagged the prestigious INTERNATIONAL AWARD FOR FOOD &
BEVERAGES awarded by Trade Leaders Club in Barcelona, Spain in 1994.
The Group has also to its credit KASHALKAR MEMORAIL AWARD
presented by All India Food Preservers Association (Regd.) in 1996 at its Golden
Jubilee Celebration for manufacturing the best quality food products.
Hind Ratan Award.97 given by NRI Welfare Society of India

25

Brand Equity Award 1998 was awarded by Progress Harmony

Development Chamber of Commerce & Industry in recognition of creating
a successful Indian brand.

APEDA Export Award 2001-2002 was awarded by Agricultural &

Processed Food Products Export Development Authority for outstanding
contribution to the promotion of Agricultural & Processed Food Products
during the year 2001-2002.
MERA Delhi Award was awarded by Agricultural & Processed Food
Products Export Development Authority in the year 2004.

AMITY LEADERSHIP AWARD -2008 was awarded by Amity Business

School, Amity University for best H R practices (Retail) in the year 2008.

Products And Manufacturing Units

Namkeens :: Produced at Haldiram Manufacturing Mathura road

ALL IN ONE

BOMBAY
CHANA

CHANA DAL

HALKA
FULKA
MIXTURE

ALOO
BHUJIA

BOMBAY
MIXTURE

CHANA JOR
GARAM

HARA
CHIDWA

BANANA
CHIPS

BOONDI
BHUJIA
MIXTURE

CHIDWA
PLAIN

KABLI
CHANA

BANANA
CHIPS
MASALA

BOONDI
MASALA

CORN FLAKE
MIXTURE

KAJU DAL
BIJI

BANANA
CHIPS
SALTED

BOONDI
PLAIN

DAL BIJI

KAJU
MASALA

BANANA
CHIPS
TANGY
TOMATO

BOONDI
RAITA

GHATIA

KAJU
MIXTURE

BHELPURI

CHAIPURI

FALAHARI

KAJU

26

MIXTURE

SALTED
KANPURI
MIXTURE

BHUJIA

CHAKOLI

FALAHARI
WAFFER

BHUJIA
PLAIN

CHANA
CRACKER

GUJRATI
MIXTURE

KARANCHI
MIXTURE

OM PURI

NAVRATTAN

KASHMIRI
MIXTURE

PANI PURI

NIMBU
MASALA

KAKHARA
CORIANDER

NUT MIX

KAKHARA
JEERA

SAMOSA

SEM BEEJ
SAHI
MIXTURE

PUNJABI
TADKA

MOONG
DAL
MASALA

METHI SEV

LONG SEV

KAKHARA
MASALA

MOONG
DAL MAST
MASALA

MINI BHAKAR
BADI

MADARASI
MIXTURE

KAKHARA
METHI

MOONG
DAL
CHATAK
MASALA

MOODI
MIXTURE

MASALA
TWIST

KAKHARA
PLAIN

KHATTA
MEETHA

MOONG DAL

MATHRI

Namkeens: Produced at Haldiram Manufacturing Gurgaon

27

MOONG DAL MASALA

BHELPURI
BHUJIA

MOONG DAL MAST MASALA

BHUJIA PLAIN
MOONG DAL

PANIPURI

MOONG DAL CHATAK

MASALA

Namkeens:: Produced at Haldiram Snacks Pvt Ltd B1 Noida

Bhujia

Aloo bhujia

Khatta mitha

Navrattan

Moong dal

Panjabi tadka

All in one

Dal biji

Bombay mix

Shahi mixture

Kaju mixture

Kashmiri mixture
Chana dal
Bombay chana
Methi sev
Chilli pataka

Nimbu masala
Gujarati mixture

Madrasi mixture

Chana cracker

Chana jor gram

Kabuli chana

Long sev

Karodpati

Teekha sev

Bikaneri malai
sev
Hara chidwa

Chatpata matar

Halka fulka mixture

Mini bhakhar
badi
Murukku

Chakoli

Cornflakes mixture

28

Snacks :: Produced at Haldiram Snacks Pvt Ltd B1 Noida

Pudina Treat
(Chips)

Takatak Masala

Aloo Masala

Classic Salted
(Chips)

NATKHAT
TOMATO
(Takatak)

Sour & Cream Onion

Mast Masala
(Chips)

Cheezi Balls
(Whoopies)

Boletos

Tangy Tomato
(Chips)

Chatpata Stix
(Whoopies)

Ringos

Papri chaat
(Chips)

Heart Beat
(Whoopies)

Aloo masala

Sweets : Produced at Haldiram Snacks Noida

Rasgulla

Chamcham

Kalam petha

Rasmalai

Rajbhog

White Rasbhari

Gulab jamun

Kesar Rasbhari

Kesar Gandheri

Soan papdi desi

Soan papdi

ghee

vegetable ghee

Soan papdi

Soan papdi

coconut

orange

dry petha

Patisa

Soan papdi chocolate

Soan cake

Soan halwa

Syrups :

29

Rose Syrup
Khus Syrup
Orange Crush
Pineapple Crush
Lemon Crush
Mango Crush
Kala Khatta
Badam Kesaria
Thandai Kesaria

CanPacks
Bombay Mixture
Aloo Bhujia
Cornflakes Mixture
Panchrattan
Khatta Meetha

BRAND
a) Product

30

Haldirams products are traditional high quality Indian sweets, namkeens and
snack food items at a premium yet affordable price. They were the first in India to
use state-of-the-art technology for manufacturing traditional Indian snack items
thus setting quality standards and improving the shelf life of the products as well.
b) Brand
When it comes to sweets, namkeens and snack food items, Haldirams is a name
trusted across the Indian sub-continent. It is a name associated with high quality
and traditional taste.
c) Brand Name
The brand name Haldirams came from the owners forefathers and one thing is
clear, the name has been chosen on a purely personal basis. What was chosen as a
name for the company decades ago has today revolutionized the way we look at
the ethnic snack food industry.
d) Brand Core Values
Haldirams brand core values are quality, taste, variety, traditional and very Indian.
e) Brand Character
The brand character of Haldirams that distinguishes it from its main competitor
FRITO LAYS is its traditional Indian taste.

31

g) Brand Position
This refers to the consumers placement of a company vis--vis its competitors.
Haldirams has also been rated as the second fastest growing FMCG Company
in India, has 70% of the total market share in the namkeens category and is
posing to be the biggest threat to the multinational giant FRITO LAYS in the
snack food market. As far as the sweets and namkeens are concerned it is the
undisputed leader in the organized sector.
Its position in terms of pricing is premium yet affordable. It enjoys top of the
mind recall and awareness in its target audience but this could very easily be
subverted if the company does not bring into place strong branding strategies
immediately.
h) Brand Positioning
Haldirams has uniquely positioned its brand. It has positioned itself as a
premium segment product available to all those who can afford it. It is in not
perceived to be cheap but does offer good value for money giving high priority
to quality and taste standardization throughout its outlets, which are suitably
located in posh areas of the city. Initially the brand catered only to the 35+
category with its positioning statement Always in good taste but lately the
company has started to target kids and teenagers as well with a hinglish
baseline Every zuban pe.
Haldirams has also gained an edge over its competitors by minimizing
promotion costs. Haldirams once was just another sweet maker but it had
moved into trained brands by improving the product quality and packaging.
Through its clever products & brilliant distribution it has moved into the star
category of brands.
j) Brand Property
32

It is the memory device, which not only reminds the consumers of the brand
name but also its core values. In case of Haldirams the brand property would
be its red and white stylized logo and its base line Every zuban pe which is
reminiscent of the fact that the brand is an established one with top of the mind
recall.
k) Brand Equity
In case of Haldirams the brand equity is its 70% holding of the entire market
for namkeens, its undisputed leadership in the sweets category and also top of
the mind recall amongst the target audiences vis--vis the competitors in the
sweets and namkeen market achieved through decades of quality and taste
control measures. The taste that Haldirams provides through its products is
very Indian and yet it maintains international quality standards.
f) Brand Personality
It is not the brand alone but the manner in which the brand presents its
characteristics. Haldirams depicts the personality of a man, who is rooted in
his tradition out of choice and not compulsion. He is very Indian in his tastes,
choices and behavior and puts a high premium on quality as well.

33

SWOT ANALYSIS
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 through out the year.
5. Employees are very much devoted to there works
Weakness
1. Feedback system doesnt work property.
2. Proper Importance isnt gives 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 month of August to March.
Threats
1. Facilities provided by the Lays, is offering credit sales.
2. Lays and Kurkure paints the outlets regularly.
3. Matter of low hygienic foods.
34

4. Insects are found

5. Entrance of Local product.
6. Distributor attitude
7. Undercutting to the Whole sale market.

DISTRIBUTION PATTERN:
HALDIRAM
MANUFACTURING

C&F

WHOLE SELLER

RETAILER

END USER
35

36

COMPARATIVE ANALYSIS OF HALDIRAMS WITH LAYS

To retain and expand its market share for higher profitability a company must
understand its competitive environment. It must know its competitors, their
strategies, the strengths and their weaknesses.
The major objectives of this comparison are to:

Analyze Haldirams competition (in Namkeens Segment) from an industry and

marketing point of view

Analyze the intrinsic long run profit attractiveness through Porters 5 force
model

Formulation of competitive strategies

A. Brand Competition

Brand Competition includes other companies offering similar products

and services to the same customers at similar prices. Here, the brand
competition would be all the companies selling Namkeens along the
same lines as Haldirams. Because of this brands like Bikano, Frito
Lays, etc and the unorganized sector are considered as brand
competitors.
37

B. Industry Competition:

The namkeens industry is essentially made up of a few players

producing the same product partially differentiated along the lines of
quality, styling and services. This means that the namkeens industry
follows the pattern of Differentiated Oligopoly.

C. Form Competition:

Form competition essentially means that competitors who produce

products that supply the same service. In case of Haldirams Namkeens,
it faces stiff competition from traditional snacks like samosas, kachoris
etc. and others like salty biscuits, pizzas, burger and bakery items as
people tend to substitute namkeens very easily with these products.
D. Generic competition
Generic competition essentially includes those companies competing
for the same amount consumer money. In case of Haldirams, it
includes all edible products in the same price range.

Haldirams
Haldirams being the market leader offers enormous benefits to its
customers. On the basis of the consumer behavior survey, the highest
benefit that Haldirams offers is by way of hygiene and taste. Another big
strength of Haldirams, which a factor rated pretty high by the consumers,
was Packaging. By providing fresh and tight packaging Haldirams ensures
that their consumers can use it for a longer period of time. Another benefit
that Haldirams offers is the immense variety in their product line. In fact in
the namkeens segment itself Haldirams offers about 40+ varieties and
38

ensures that this benefit stays on by constantly innovating and coming out
with new types of namkeens. The best part is that they offer traditional
snacks rather than modern snacks, which go down very well with the
Indian consumer.

B. Frito Lays

According to the consumer behavior survey, the consumers rated

packaging the highest thereby signifying that this is one of the best
benefits that the consumers get from Frito Lays. Apart from that price
and quality were the other benefits that the consumers got from Frito
Lays. The biggest benefit is the availability of the product as it is a
product is of Pepsi Foods and hence is backed up by a string
distribution network. However its on the variety factor that they
actually pale in comparison with Haldirams.

Types of Competitive Strategies

From the information based on the consumer survey, out of 32 people

28 consumed Haldirams products. Since 91% of responses indicate
consumption of Haldirams products, we conclude that Haldirams is
the market leader in the namkeens segment.

This analysis covers all four levels of competition for Haldirams:

Brand, Industry, Form and Generic.

Table 6.1: Levels of Competition

Brand

Bikano, Frito Lays, MTR, Lehar, Unorganized

Sector

39

Industry
Form

Differentiated Oligopoly
Traditional snacks like Samosa, Kachori, etc.,
Burgers, Pizzas, Salty Biscuits, Bakery Items

Generic

Any product competing for the same of amount

consumer dollars

A. Market leader strategies adopted by Haldirams

a) Increasing the total market share
Being a market leader, one of Haldirams strategies has been to solicit new
users for their products. They have done this by targeting the NRIs living
abroad and exporting their namkeens there. This in turn has also helped create
awareness about their product among the non-NRIs abroad. Its foray into the
foreign markets has been carefully strategised as in the customization of its
products. Apart from this, they have also penetrated the rural markets quiet
effectively by bringing out their products in small, affordable packets. All these
new markets have helped consolidate Haldirams position as a market leader.

b) Defending Market Share:

To protect its position as market leader, Haldirams makes use of two defense
strategies: Position Defense and Mobile Defense.
1) Position Defense
Haldirams has built for itself quite a superior brand image, making it
extremely difficult for its competitors to break this image. Thus the
competitors have to put in extra efforts to create a brand much more
superior than Haldirams.
40

2) Mobile Defense
This involves the leader stretching its domain over new territories that can
serve as future centers for defense and offense. Under this defense,
Haldirams follows the Market Broadening mobile defense. The recent
establishment of their Nagpur plant shows that they are now concentrating
on the Southern region. Also their foray into the international market and
their deeper penetration into the rural market coupled with the introduction
of their new product range like syrups, pickles, etc.
3) Counteroffensive Defense:
When Haldirams had started its business there were very few other players
in the market. That brought in complacency in Haldirams as far as
advertising of its products was concerned. The popularity of Haldirams has
till date spread through the word of mouth. Now with new competitors
coming in and advertising their products aggressively Haldirams has
realized the need to advertise its own products and has lately forayed into
TV advertisement. Thus Haldirams has followed counter offensive defense
as in it has responded to the competitors attack.
c) Expanding Market Share
1) Haldirams
Over the years, Haldirams has been diversifying its product line and
entering newer markets. This has resulted in considerably expanding the
market share of Haldirams, thus also substantially increasing their
products.
2) Frito Lays
41

With regard to the namkeens segment, Frito Lays is a relatively new player
when compared to Haldirams. In fact according to the consumer behavior
survey that we had carried out, out of the 32 respondents, 29 of them
consumed Haldirams while only 21 of them consumed Haldirams. This
shows that Lays still has to go a long way if it wants to be the market
leader. Haldirams has a very strong brand loyalty. Hence the strategy
currently being adopted by Lays is that of a Market Challenger.
B. Market Challenger Strategy adopted by Frito Lays

a) Flank Attack
The strategy being adopted by Lays currently is that of a flank attack. One of
the main points of a flank attack is that the enemys weak points are a natural
target. One of the biggest weaknesses of Haldirams has been advertising.
Most of the publicity has been word of mouth for Haldirams. But Lays, being
a product of Pepsi Foods, didnt have any problem on this front and in fact has
a strong advertising campaign to back it up. Also with an extensive distribution
network, it has been able to penetrate the Indian market in areas that probably
even Haldirams has not been able too.
Share of Market, Mind and Heart
Haldirams has got the biggest share of mind market because generally it is
the first name that comes to the mind of the consumers when namkeens are
mentioned. This is re-iterated by the fact that in the consumer behavior
survey, 91% of the respondents actually consumed Haldirams as compared
to the other brands. Thus the market share of Haldirams coincides with the
mind share mainly because of the high level of market penetration and the
word of mouth publicity that the brand enjoys. Haldirams has become a
household name today because of the variety of products it offers, the taste
and the good quality of the products, innovative and packaging has also
42

helped in building the brand image. Haldirams has also got the biggest
share of heart because most of the people prefer consuming Haldirams
products. A large share of heart predicts a high market share in the future.
Thus Haldirams enjoys a good share of heart and mind along with the
biggest market share. This would help Haldirams in retaining its share in
the market in the future.
Use and importance of the project, means the practical applications of all the
marketing concept in the project and the practical knowledge which I get
during my summer internship is benefactor for my career. I worked on many
variants in this project.
Followings are the use and importance of the project

(1) During this project I have learn about different marketing concept with
their practical use.
2) During this project I have learn the way & importance of retailers handling
3) I am mainly involved with the selling and distribution of the snacks and
namkeens.
4) In this project I will also assess the market &check the availability and
visibility of product in the market.

SELLERS POINT
We met these Distributors and discussed about the following things:
Which types of Packaging he is supplying in the market?
How many retailers he is covering?
Which packaging account highest sales?

43

 What schemes you are getting and what type of schemes you are
offering to the retailers.
What is the frequency of reorder?
What are the profit margin they gets?
Market penetration of products.
Storage and transportation issue.
Replacement they get and provide to the retailers.

One of the most important thing any companies is the place. When the
company sales its product and for a good sales volume, the listenable things
are segmenting targeting, and positioning is must. For this work the company
recognized its customer i.e. who are the customer and where are they. Then he
starts working.
The coupon its customer and market place. Then target them and after all it
creates a position in the customer mind.
The Haldirams work in to ways since it is the market leads in Namkeen market
so, it does not care of its competitor and need not to work more for its
promotion and position due to its quality and brand name , but for chips its
work regularly.

44

45

DATA INTERPRETATION

The following chart shows the distribution of the respondents according to the
age group:
A. Consumption Patterns
Do you consume Haldiram's products?

Do you consume Haldiram's products?

yes
no

46

In response as to whether or not they consumed Haldirams products, 29 of

the 32 answered in the
positive,

Have been consuming Haldiram's

into

which

almost

translates

91%

of

the

sample size. This establishes

the

1-3 y ear
31%

and

awareness of the product

among

6mths - 1 y e
10%
less than 6 mt
0%

superiority

another
greater than
Yrs
59%

less than 6 mths6mths - 1 y ear1-3 y ears greater than 3 y

the

people.

interesting

Also
point

observed was that the three

who

didnt

consume

Haldirams products werent

actually averse to Haldirams

products but did not consume them because they either didnt consume
namkeens generally or had some medical constraints.

B. Brand Loyalty

47

59% of the respondents have been consuming Haldirams namkeens

for over 3 years while 31% have been consuming it for between 1-3
years. With the arrival of so many competitors on the scene, even a
period of year is long enough to prove brand loyalty which is
established very firmly in this case. Thus the chances of the
substitutability of the Haldirams namkeens by any other brand seem to
be rather low as there has been no switching of brands by any of these
respondents. Those who have tried it have maintained their loyalty
towards it. This is again re-iterated by the following chart, which depicts
the perceived change in the quality of Haldirams namkeens by the
consumer.

Buying Roles

The Influence
10

Friends
Neighbours
Relatives

1
1
48

14

Family

A ds

18

Self
0

10

15

20

No. of Re spondent

On the basis of the chart above, it is evident that when it comes to buying
namkeens people tend not to get influenced by others. They rely on their own
sense of judgement to buy namkeens. However in some cases the family
members tend to influence the buying patterns of the buyer. Hence in this case
there seemsto be a vacuum when it comes to the role of the Influencer.
Because of this the respondent himself also usually plays the role of the
Decider.
Another interesting observation is that only 1 respondent of the 32
considered advertisements as being influential while buying. This correlates
with Herzbergs two-factor theory as the absence of advertisements may
have led to dissatisfaction among the consumers but its presence doesnt
seem to have had any significant impact on the satisfaction or buying trends
of the consumer.

FEATURE PREFERENCE

Feature Preference(s)

of

30
25
49

No. Respondants

20
15
10
5
0
Variety

Food Taste &

Quality

Hygiene

Nutritional
Value

Price

Packaging

Consumers gave the highest priority to the taste of the namkeens as compared
to the other factors. Quality came in a close second on their priority list. What
came, as a surprise was that none of the respondents considered packaging as
part of their selection criteria, on which Haldirams usually lays so much
stress.

50

51

Again when asked to rate the importance level of six factors, the results were
interesting as most of the respondents considered Packaging as only
somewhat important. Also the opinion on the price feature was divided as
some of0 them considered it being important while some others considered it
somewhat important and some even didnt find it important. The strongest
factors that influenced the buyer while purchasing namkeens were Food taste
and quality and Hygiene. The majority of the respondents rated these two
factors as being Very Important. Apart from this consumers also considered
Variety as an Important factor while buying Namkeens. Nutritional value
didnt seem to have much of an effect on the buying trends as opinion here
again seems to be divided.

I find Haldiram's price..

Very High
3%

Very Low
0%

Low
0%

High
41%

Reasonable
56%

52

When it comes to then nutritional value of Haldirams namkeens, 84% of the

respondents felt that the nutritional value was minimal while none of them felt
that it was healthy. But despite this the average consumer still prefers to buy
Haldirams namkeens thereby proving that the lack of sufficient nutritional
value isnt a deterrent in purchasing their namkeens.

Do you buy Haldiram's gift packages?

Haldirams attaches a lot of value to its gift packages offered during the festive
season. However, 56% of the respondents didnt buy such packages. This
shows that the gift packages being offered dont play such an important role on
the buying behaviour of the consumer.

53

Future Expectations of The Consumers

The survey also sought to know as to what the consumers expect in the future
from Haldirams Namkeens and otherwise. Many creative ideas came out. With
regard to Namkeens, people are looking forward to popcorn, cheese balls,
much more variety in the wafers, banana chips, roasted nuts, etc Many of
the respondents are seeking low calorie namkeens from Haldirams and there is
also a demand for many more varieties in bhujias. The minimal nutrition
levels do not seem to be affecting the buying trends of the consumers right
now; but as people are becoming more and more health conscious, in the future
consumers might be looking forward to low calorie namkeens and snacks from
Haldirams. Apart from the Namkeens segment, the consumers in general are
looking forward to products like masalas, milk and milk related products, ice
creams, etc from Haldirams.

54

Packaging Size Review

80%

75%

70%
60%

60%
50%

50%

40%

40%

Series 3

30%
20%
10%
0%
18 gm

42 gm

47 gm

77 gm

Sales of products also depends on packet size of products it can be easily

seen that 15gm packet size is sold in much higher volume compared
to120gm or 60gm. So it can be interfered that packet size also affects sales
volume. There are people of different type and classes so thats why smaller
packet size is sold in higher volume.Namkeens and chips are mainly used by
persons who belong to age group of 0-20 it should be kept in mind that the
mainly teenagers and childs are the persons who are occupying highest share
in sales volume of these products. other age persons are occupying 40% sales
volume of all these products.

55

Among the different brands of haldirams western namkeens products that is

takatak chips whoopies. chips is mainly the segment which captures highest
share in the market and it is also sold in higher volume compareable to other
products.
Takatak is also sold in good volume as comparable to whoopies, takatak also
occupies 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 product.

others; 39%
quality

quality; 50%

packaging;packaging
11%

others

Quality is major factors on which sales volume of products depend on basis of

survey it has been observed that it is major factor on which sales volume of
product depends.

Packaging also occupies good share in sales of a products it is also demand of

today era and on it sales volume of products depend.

Others factor is also quite essential for sale of a product e.g. advertisement,
brand and other factors also occupy quite a good percentage.

56

57

12
10
8

yes

no

cant say

6
4
2
0
1

Surveys of consumers are you satisfied with Haldirams products

While doing the survey it has been observed that maximum consumers of
Haldirams are satisfied with products that is quality , packaging ,tastes and
other factors.
There are few consumers they have said that they are not satisfied with
Haldirams product they said that quality is not up to the mark.
There are some consumers who said neither yes nor no that is cant say.

ocasionally; 18%

regular

regular; 32%

parttime
parttime; 50%

58

ocasionally

Users of Haldirams products

Part time users are those type of users who use haldirams products anywhere
any time. They occupy highest share that is 50%
Regular user compromises of about32% who always use haldirams products.
18% users are of that type by chance they use Haldirams products .

Taste is the major factor on which sales of a product depends .there are also
secondary factors on which also quite good share of sales depends that is
advertisements, packaging, brand and other factors.A large number of
competitors have started entering this segment which might erode the market
share of Haldirams. For example companies like Frito Lays, ITC, etc, which
is cash rich companies, can actually undercut Haldirams profits as they can
afford to reduce their prices.

As there are three concerns under the Haldirams group, the quality standards
differ substantially and any irresponsibility on the part of any one concern will
have a negative impact on all the three as they share the same brand name.

Competitors such as MTR, Tasty Bites and ITC have already entered the
western snack food market and taken the initial advantage whereas except for
potato chips, Haldirams is still considering entering this segment.

If Haldirams doesnt realize the importance of aggressive advertising, its

competitors will cut into its market share as they do advertise on a large scale.

59

BRAND AWARENESS FOR CHIPS SEGMENT

15%

23%

LAYS
HALDIRAM'S
ITC

10%

BIKANERWALA
OYES
OTHERS

14%

21%
17%

There are so many brands that offer there products in market

Lays:- everyone is aware of these product and so it occupies highest sales

volume

Haldirams it is known brand and performance is quite well

Itc is also a renowed brand but its performance is not up to the mark as it
spends huge money in promotion

Bikanerwala is a growing brand

Oyes is also a quick growing brand

Others struglling to capture the market

60

BRAND PREFERENCE OF CONSUMERS

60
50
40
30
20
10
0

lays

itc

haldirams

bikano

others

Among the different brand existing in market preference of consumers

LAYS is the first preference of consumers and performs well

ITC is also doing best and occupies second preference in chips

HALDIRAMS is also good but its third preference of consumers

BIKANO becoming a new brand name and trying to capture market

Others trying their best but still much to do. They are not able to survive in
market.

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TOTAL CONSUMPTION OF DIFFERENT BRANDS

others; 19%

lays; 21%

balaji; 6%
bikanerwala; 9%
haldirams; 30%

itc; 14%

TOTAL CONSUMPTION OF ALL

PRODUCTS
HALDIRAMS captures highest share in total consumption of fmcg products
and occupies first position

LAYS comes in second position in overall consumption

ITC comes 3rd in position in overall consumption

Bikanerwala still trying to capture the market and thers are also trying.

62

63

FINDINGS, LEARNINGS AND CONCLUSION

FINDINGS

Consumers have started increasing their consumption of other brand items

which is evident from the fact that 29 of the 32 respondents eat Haldirams
Namkeens while a close 21 each eat products of Lays and Lehar. However
local snacks seem to be losing their hold on the consumers mainly because of
their lack of stress on hygiene and quality. However, consumers seem to be
very loyal towards the brand called Haldirams primarily because of the high
priority they give to taste, quality and hygiene as is evident from the statistics
mentioned above.
Another interesting finding that is that in the absence of the role of the
Influencer, the roles of the Decider and User seem to be shared by the
same person.
The consumers have given top priority to Food taste and Quality and
Hygiene. Haldirams needs to be appreciated for having pioneered these
factors in the packaged namkeens segment. However, to retain their stronghold
on existing consumers and attract new consumers, Haldirams needs to
maintain and even improve these standards.
One aspect, however, that Haldirams needs to focus on is their price. 41%
found it to be High. Haldirams needs to focus on this factor as any reduction
in the price cut by its competitors may influence the buyer to drift towards
another brand.

64

LEARNINGS

There are no two ways about the fact that when it comes to the namkeens
segment Haldirams is way ahead of its competitors. It has a very strong brand
loyalty, which is what makes the task of its competitors even more difficult.
However with the entry of Lays, MTR into this segment and the prior presence
of Bikano in this segment the competition has really heated up and the market
share is gradually being grabbed by various players. Hence its important for
Haldirams to keep innovating and concentrating on its strengths quality and
taste in order to further consolidate its position as a market leader in the
namkeens segment.
Another thing that Haldirams has to be wary about is the immense form
competition that it faces. Namkeens is a consumable, which can be easily
substituted. There are various substitutes like salty biscuits, bakery items but
the biggest threat that it faces is the traditional snack items like samosas,
kachoris,etc. However it has already started to take steps in this direction
bringing out packaged ready-to-eat small samosas.
Another plus for Haldirams is that it has started targeting the international
market. It now doesnt face any major competition in this market and can
hence make the best of it. This long-term strategy of Haldirams has already
started yielding results.
Haldirams is a specialist when it comes to the namkeens segment, whereas for
most of it competitors like Frito Lays and MTR, namkeens is a very small
segment and they are not looking to specialize in this segment. This factor will
always help Haldirams to consolidate its position as a market leader.
Overall, the best part about this segment is that neither Haldirams nor its
competitors indulge in situations that disturb the market equilibrium. Hence
this segment is such that everyone plays their role in maintaining the market
equilibrium and in the long run this shall work out to be favorable for
65

Haldirams and this segment.

CONCLUSION
The market is clogged with dominant players such as Frito-Lay India,
PepsiCos snack foods arm, which has almost brought in a snack-chip
revolution in the country, Haldirams and the Delhi-based snack-food-retailer
Bikanerwala Foods Pvt Ltd etc. Even the dairy major Mother Dairy has a
presence in the category. With the entry of companies such as ITC and HLL
into this industry, it is getting tough for companies such as Haldirams who till
now have not paid serious attention to its branding activities.
Increased media exposure, ever increasing purchasing power of the target
audience coupled with their desire to spend more on eating out due to lifestyle
changes will fuel the demand for snack food items and only those companies
which have a considerable share of voice and space in the market will be able
to survive. Haldirams has the capability of meeting these demands and only
requires a certain revision in its strategies to be able to do so successfully,
which it already has begun to consider.
A learning combination of theory and practice is an invaluable asset, as this
helps in understanding the core principles of business by way of first hand
experiences. This in plant training is a stepping stone, which will groom me for
my future in the Corporate World. In Plant-Training helped me to understand
all the functions, which is going in the company. This training also helped me
to understand the managerial skills which we study theoretically. It helped me
to understand and know the exact mechanism of working of the various
departments. It gave the ideas about the exact work done by the Managers and
also about the vocation they do in contemporary Thus, in plant training gave
me a practical touch and useful to clear out practical concept and gave a right
direction to my mind.

66

67

1. QUESTIONNAIRE

Name .
Age ..
Qualification .
Gender .

Q1. What age profile do you belong to?

15-20

21-24

31-40

41-50

More than 50

Q2. Do you consume Haldirams products?

Yes

No

Q3. What is your brand preference for namkeens?

Haldirams
MTR

Lays

Lehar

Others
68

Bikaner

Q4. Do you prefer local snacks?

Yes

No

Q5. Since when have you been consuming Haldirams Products?

Less than 6 months

6 month 1year

1-3 years

Greater than 3 years

Q6. How would you rate the quality of Haldiram over the period of use?
Significantly better
Natural

Better

Worse

Significantly worse

Q7. What factors motivated you to buy Haldirams products?

Friends

Neighbours

Relatives

Family

Ads

Self

Q8. Which of these factors influence your buying bahaviour of

namkeens? Packaging Quality Price

Q9. How would you rate the following factors in order of your preference?
Variety

Food taste and quality

Hygiene

Nutritional value

Price

Packaging

Q10. How you find Haldirams price ?

High

Very high

Low

Reasonable

69

Very low

Q11. Would you buy Haldirams products for their

Packaging

Variety

Quality

Price

Hygiene

Tatste

Q12. How would you rate the Haldirams namkeens for their nutritional value?
Minimal

Adequate

Healthy

Q13. Do you buy Haldirams gift packages?

Yes

No

Q14. Do you think that is there any significance difference between Haldirams
products and other brands?

Q15. which product is sold in higher volume

Ans

takatak
Chips
Whoopies

Q16. which of the company western namkeens are sold

in the market
Ans Itc
Lays
Haldirams

Q17. which class of people are mostly using namkeens

Ans higherclass
Middleclass
70

Lowerclass
Q18. whom do you think to be comptetior of haldirams
in western namkeens
Ans bikaji
Itc
Lays
Q19. Total share of haldiram namkeens demanded in
the market

Q20.Total share of other brands namkeens demanded in

the market

Q21. what volume of total demand of western

namkeens persist in the market

Q22. What age group are mainly using western

namkeens
Ans 0-20
20-40
40-60
60above
Q23. which product you like most
Ans

takatak
Chips
WhoopieS
Namkeens
71

Q24. haldirams namkeens are easily available or not

Ans yes
No

Q25. which type of user you are

Ans regular
Part time
Occasionally

Q26. hou many times you used western namkeens

Ans once aday
Twice aday
Many times aday
Q27. Which product you like most
Ans haldirams chips
Bingo
Lays chips
Kurkure
Q28. Are you using western namkeens first time or you
are regular user
Ans

yes
No

Q 29. which size or volume you are using

Ans 18gm
42gm
72

47gm
77gm
Q30. why western namkeens are more demanded than
traditional
Ans yes
No
Q31. Any improvement required
Ans

quality
Packaging
Others.

73

Haldiram's Group - Seeking the 'Right' Marketing Mix

A CASE STUDY
Over a period spanning six and a half decades, the Haldiram's Group
(Haldiram's) had emerged as a household name for ready-to-eat snack foods in
India. It had come a long way since its relatively humble beginning in 1937 as
a small time sweet shop in Bikaner, in the Rajasthan state of India. In 2001, the
turnover of the Haldiram's was Rs 4 billion.
The group had presence not only in India but in several countries all over the
world. Till the early 1990s, Haldiram's comprised of three units, one each in
Kolkata, Nagpur and New Delhi. The Agarwals family that owned Haldiram's
were always conscious of the need to satisfy customers in order to grow their
business.
The company offered a wide variety of traditional Indian sweets and snacks at
competitive prices that appealed to people belonging to different age groups.
Haldiram's had many 'firsts' to its credit. It was the first company in India to
brand 'namkeens3'. The group also pioneered new ways of packaging
namkeens

Its packaging techniques increased the shelf life of namkeens from less than a
week to more than six months. It was also one of the first companies in India
to open a restaurant in New Delhi offering traditional Indian snack food items
such as "panipuri," "chatpapri," and so on, which catered to the needs of
hygiene conscious non-resident Indians and other foreign customers. Since the
very beginning, the brand 'Haldiram's' had been renowned for its quality
products.
The company employed the best available technology in all its manufacturing
facilities in India. Given the increasing popularity of Haldiram's products, the
group planned to expand its operations. However, some analysts felt that
74

Haldiram's still had to overcome some hurdles. The company faced tough
competition not only from sweets and snack food vendors in the unorganized
market but also from domestic and international competitors like SM Foods,
Bakeman's Industries Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia
Industries Ltd.

Case Details
Haldiram's had many 'firsts' to its credit. It was the first company in India to
brand 'namkeens3'. The group also pioneered new ways of packaging
namkeens. Its packaging techniques increased the shelf life of namkeens from
less than a week to more than six months.

It was also one of the first companies in India to open a restaurant in New
Delhi offering traditional Indian snack food items such as "panipuri,"
"chatpapri," and so on, which catered to the needs of hygiene conscious nonresident Indians and other foreign customers.
Since the very beginning, the brand 'Haldiram's' had been renowned for its
quality products. The company employed the best available technology in all
its manufacturing facilities in India.
Given the increasing popularity of Haldiram's products, the group planned to
expand its operations. However, some analysts felt that Haldiram's still had to
overcome some hurdles. The company faced tough competition not only from
sweets and snack food vendors in the unorganized market but also from
domestic and international competitors like SM Foods, Bakeman's Industries
Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia Industries Ltd. Moreover,
the group had to overcome internal problems as well. In the early 1990s,
because of the conflict within the Agarwals family, Haldiram's witnessed an

75

informal split between its three units as they started operating separately
offering similar products and sharing the same brand name.

The competition in the ready-to-eat snack foods market in India was

intensifying. Frito Lay India Ltd. (Frito Lay), one of Haldiram's major
competitors, was expanding its market share. Instead of directly competing
with the market leader Haldiram's, the company launched innovative products
in the market and backed them with heavy publicity.
ITC has also come up withdifferent varieties of ready to eat Snacks. Where as
it launched the ready-eat-snacks with a price of as low as Rs.10.

76

Haldiram's leads Indian snack market; surpasses combined sales of

McDonalds and Dominos An Article.
Bhelpuri beats burgers just as comprehensively as farsan beats
fries. Haldiram's revenues, at Rs 3,500 crore, is more than the combined
revenue of Domino's (Rs 1,733 crore) and McDonald's (Rs 1,390 crore; adding
toplines of the two separate operations in India). Or take that popular twominute snack, Maggi, which netted a revenue of Rs 1,200 crore; Haldiram is
almost three comtimes bigger.
These figures for 2013-14; the latest available in official records when
combined with the fact that Haldiram's commands 40 per cent of the Rs 5,500crore traditional snacks business, conclusively demonstrates one thing.
Whether in fast food or munchies, and despite the profusion of MNC
brands with high cool quotient in both categories, good old-fashioned Indian
offerings from Haldiram's still dominate the market.
Equally interestingly, Haldiram's, present both through its ubiquitous casual
dining eateries and its packaged snacks, is a success story with some unusual
twists.
First, the brand has survived disputes and break-ups in the original Agarwal
family that started with a small shop in Bikaner in 1937. Haldiram is the
biggest brand of those launched by Agarwals.
Second, Haldiram's itself has succeeded as a national brand although the
business is broken into three distinct geography-based entities. In 201314, Haldiram Manufacturing, which looks at North India, clocked Rs 2,100
crore in revenues. Haldiram Foods, catering to West and South India, had
annual sales of Rs 1,225 crore. And Haldiram Bhujiawala, which does business
in East India, earned revenues of Rs 210 crore.
Third, owners remain old-fashioned in that they aren't looking at exiting.
"Contrary to many consumer company founders who have taken an exit route
in the last few years, we are more interested in building and preserving the
business for the next generation," says 40-year-old Kamal Agarwal, fourth
generation member of the founding family.
Fourth, every savoury and sweet items sold by Haldiram's is made inhouse, in
units closely monitored by family-dominated management. "Developing and
manufacturing products in-house in over ten dedicated units has also helped
the company experiment with a host of new products," Agarwal says.

77

LOGO & PHOTO OF HALDIRAMS

78

BIBLIOGRAPHY

http://www.google.com
http://www.mafoi.com
http://www.wikipedia.com
http://www.linkedin.com
http://www.timesofindia.com
http://www.thehindu.com
http://www.haldirams.com

79