Products

Sweets

Namkeens

Sharbats

Dairy Products
Product portfolio
 PRODUCT
• Customized its products to suit the tastes and
preferences of customers from different parts
of India.
• Launched products, which catered to the
tastes of people belonging to specific regions.
E.g. ‘Murukkus,’ a South Indian snack, and
‘Chennai Mixture’ for south Indian customers.
• Focus on hygiene. Offering Pani puris and Chat
made with mineral water.
• Offered certain products such as ‘Nazarana,’
‘Panchratan,’ and ‘Premium’ only during the
festival season in gift packs. These measures
helped Haldiram’s compete effectively in a
market that was flooded with a variety of
snack items in different shapes, sizes and
flavors.
 PRICING
• Competitive prices, keeping into consideration
the price conscious nature of consumers in
India, in order to penetrate the huge
unorganized market of namkeens and sweets.
• The company revised the prices of its products
upwards only when there was a steep increase
in the raw material costs or additional taxes
were imposed.
 PLACE
Nagpur unit: 25 C&F agents
and 375 distributors.

Delhi unit: 25 C&F agents

and 700 distributors

35 sole distributors in
the international market
• Strong distribution network to ensure the
widest possible reach for its products in India
as well as overseas.
• Products availbale at showrooms owned by
Haldiram’s and retail outlets such as
supermarkets, sweet shops, provision stores,
bakeries and ice cream parlors.
• Also offered its products through the Internet.
• Tied up with indiatimes.com to sell its
products over the Internet.
• Products could also be gifted through websites
in India and abroad, e.g. Giftstoindia.com,
giftssmashhits.com etc. enabling people
residing abroad to send Haldiram’s gift packs
to specified locations in India.
‘Six months on the
shelf and six
seconds in your
mouth’
‘Keeping your
taste buds on their
toes’ ‘The King of all
Chats’

Promotion
‘Always in good
‘Chota samosa – taste’
Big mazaa’

‘Chota samosa –
Big mazaa’
• Low key until competition intensified in the
snack foods market.
• Subsequently tied with ‘Profile Advertising’ for
promoting its products.
• Consequently, attractive posters, brochures
and mailers were designed to enhance the
visibility of the brand.
• Hoardings placed in high traffic areas such as
train and bus stations.
• Captions promoting individual product.
• Importance to point of purchase (POP)
displays with Haldiram’s snacks displayed on
special racks outside retail outlets.
• Brochure for those who wanted to know more
about the product.
• Packaging was an important aspect of Haldiram’s
product promotion.
• Camapigns highlighting the high shelf life of
products, ‘six months on the shelf and six seconds in
your mouth’, were carried out.
• Some campaigns also highlighted the use of mineral
water in preparation of pani puri and chat papri to
attract customers who were very conscious about
the hygiene of the Namkeens and Snacks sold in the
country.