Submission Date: ___/___/2019 NAME

REGISTRATION NO.
BBA

NIRALA SWEETS
SWEETENING UP TO MODERN YOUTH

• Started as a halwa puri and mithai shop in 1948 by Mr. Taj Din.
• Became the official supplier of sweetmeat at state diners in 1964.
• Faisal Farooq (Grandson) took up the business in 1994 while his father and
uncle were deciding to close the venture.
• Marketing Research concluded that product was relevant for people over 35
years. The young seemed to have moved to more sophisticated confectionary
items.
• An entire new make-over was given to the brand and the serving size and sugar
content of sweetmeats was reduced to 15-20g.
• Products were made available in smaller as well as customized packaging.
• Word-of-mouth communication strategy was adopted, and below-the-line
promotional activities were decided upon due to low budget.
• The brand was then expanded to nine cities within the country and two abroad.
• The next goal of the brand was to penetrate the supermarkets.

DOWNFALL
• The downfall began with a bank loan taken to set up a dairy factory for which
Faisal Farooq mortgaged all his property.
• The dairy factory was setup in 2004 and Rs.1.5 billion were borrowed form
banks at high interest rate when the dairy business went towards decline
which the family couldn’t pay back.
• At this time Faisal Farooq met with an accident which lead to the death of a
young boy. This resulted in the Faisal Farooq spending days behind bars
before settling the issue with the aggrieved family.
• By 2014, the dairy factory was sealed for not paying taxes and Farooq’s name
put on ECL which led to the man not returning as he was out of the country at
the time but returned soon after.
• He also became the person who disassociated his uncles from the business
after giving them their share.
• He now lives in a small rented house in the outskirts of Lahore and his
younger sons are working hard to support their own families and their parents.

Source: https://nation.com.pk/12-Dec-2016/a-bittersweet-rise-and-fall