CHAPTER I

INTRODUCTION

1.1 INTRODUCTION OF CONFECTIONERY INDUSTRY

Today, a large range of colorful, flavorful confections available in the market, which serve as
a treat to our tongues as well as our eyes. May it be the can dies, bite- size chocolates, Adults
being health conscious, consume them with confessions. Cookies, lollies, or other sweets; not
only children but grown-ups also favor them.

Confectionery refers to a category of food products that are typically sweet and high in sugar,
including candies, chocolates, chewing gum, and other sweets. They are often consumed as
snacks or treats and are popular worldwide. Confectionery products come in various shapes,
sizes, and flavors and are produced by various manufacturers, from small artisanal producers
to large multinational corporations. They are widely available in supermarkets, convenience
stores, other retail outlets, and online.

Confectionery refers to a wide range of food products that are rich in sugar and other
sweeteners. They are prepared by using several ingredients, such as stabilizers, emulsifiers,
gelling, flavoring, and thickening agents, which assist in enhancing the texture, taste,
appearance, and elasticity of products.

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Confectionery items commonly include chocolates and non-chocolate candies, such as gum,
ice cream, frozen desserts, sweet baked goods, etc. These products are widely available
across supermarkets, online platforms, retail shops, bakery stores, hypermarkets, etc.

The confectionery industry is a group of large companies around the world that produce
various types of chocolate, chewing gum, and candy as well as other products made from
cocoa. In 2011, The top five confectionery companies Kraft Foods/Cadbury, Mars
Incorporated, Nestle SA, the Ferrero Group, and Hershey, comprise most of this multi-billion
dollar industry. This industry continues to grow each year despite economic conditions,
employs over 500,000 workers in thousands of factories around the world, and produces
about 7 billion pounds (about 3.2 billion kg) of these products each year.

Chocolate, non-chocolate, and chewing gum are the industry’s three main categories. Almost
60% of all confectionery is chocolate. In 2008, the global confectionery industry was valued
at almost $150 billion United States dollars (USD). In 2009, all of these companies combined
reported just over $54 billion USD in confectionery product sales around the world,
employed more than half a million people, and operated more than 7,600 factories around the
globe.

From 2007 to 2008, the confectionery industry grew by about 4%. Among all food
categories, candy and gummy candy were number four on the list in 2009, right behind salty
snacks. The consumption of confectionery products is highest in northern Europe, especially
in the Scandinavian countries. The average Swiss person consumes about 25 pounds of
chocolate each year.

The confectionery industry has a long and storied history. John Cadbury opened a shop in
1824, selling coffee, tea, cocoa, and drinking chocolate as an alternative to alcoholic drinks.
The company continued to grow into one of the world’s largest confectionery manufacturing
companies. Cadbury was acquired by Kraft Foods in 2010 making Kraft/Cadbury the world’s
largest producer of chocolate and candy in the confectionery industry.

Heinrich Nestle, a German pharmacist working in Vevey, Switzerland, founded the Nestle
Company in 1866. In 1875, Nestle and a friend, Daniel Peter, discovered how to mix milk
and cocoa powder to create milk chocolate. Nestle and Peter started the world famous Nestle
company, which soon became the world’s leading manufacturer of chocolate in the early 20th
century.
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In an attempt to keep him occupied as a young boy, Frank Mars’ mother would have him
hand-dip her homemade chocolates. Mars, Incorporated was officially founded in 1920 and
began to manufacture chocolate candy bars. The company developed and produced the
world-famous Milky Way® candy bar, Snickers® candy bar, and M&M® Candies. In 1929,
Mars moved their operations to Chicago, Illinois.

Ferrero Spa is a family-owned company that is based in Italy and was founded in 1946 by
Pietro Ferrero. A survey conducted by the Reputation Institute in 2009 found Ferrero to be
the most reputable company in the world. Ferrero Spa has also been described as one of the
world’s most secretive firms due to the threat of industrial espionage. Ferrero makes the
popular Ferrero Rocher candy and Nutella & reg.

In 1894, Milton Hershey decided to manufacture chocolate to coat caramel candies. Hershey
began to produce chocolate in bars, wafers, and other shapes. At that time in history,
chocolate was considered a luxury item available only to the wealthiest people of society.
Milton Hershey introduced mass production in his factory and was able to make his chocolate
affordable to all people.

1.2 BACKGROUND OF CONFECTIONERY INDUSTRY

The confectionery market in India has undergone major changes and growth since the
opening up of the economy and liberalization of the investment regime in 1991. India became
an attractive place for foreign investment and several large multinational companies entered
the market for confectionery products. This resulted in its steady growth and gradual
transformation from a commodity market to a branded products market dominated by
multinational companies.

Over the 1998 - 2003 period, confectionery retail sales have grown more than 55% in value
terms and 46% in volume terms, at an average annual rate of 9.5% and 8% respectively.
There is a clear trend of faster sales growth in value terms, indicating that consumers are
increasingly ready to pay a premium for higher value products. The chocolate segment is the
fastest growing in value terms (9.8% average annual growth rate) closely followed by the
gum segment (9.5%). In volume terms gums grow at the fastest rate (8.5%), followed by
chocolate and sugar confectionery (7.8% each). At the same time, to put these figures in some
perspective, while retail sales for 2003 in India are estimated to have been US$562 million

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(Rs. 26,220million), US$26 billion worth of confectionery products were sold in the US. In
volume terms these figures were 127,000 MT in India and 3.3 million MT in the US.

While growth rates in general look rather healthy, and all agree that there is still large
potential for further growth of the confectionery sector in India, many individual players have
experienced slower growth in their sales over the last few years. This trend is partly attributed
to the economic slowdown that India experienced in 2000-02 and resulting decline in
consumer spending.

Confectionery products are impulse purchases which would be among the first to be cut out.
Companies are fighting this trend by broadening their consumer base from primarily children
and teenagers, to adults as well. Most of the large multinationals active in India are also
actively marketing to rural India, where penetration is lower than the average for the country.
The organized confectionery segment in India segment is dominated by the multinational
companies; however, domestic players are increasingly finding a prominent position
in the market.

1.3 OVERVIEW OF CONFECTIONERY INDUSTRY

The Indian confectionery market size reached INR 338.2 Billion in 2022. Looking forward,
IMARC Group expects the market to reach INR 485.9 Billion by 2028, exhibiting a growth
rate (CAGR) of 6.3% during 2023-2028.

The Indian Confectionery market is one of the fastest growing in the world with a strong
revenue of USD 11.56 billion in 2019. The market is expected to grow annually by 6.7%
(CAGR 2019-23). The average volume per person in the Confectionery segment amounts to

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2.3 kg in 2019. India ranks in the top 10 countries of the world in terms of revenue generation
in this industry. According to Euro monitor, chocolate confectionery is projected to see a 4%
retail value CAGR at constant 2017 prices and expected to reach INR 148 billion in 2022.

The global confectionery market has been forecast to increase at a compound annual growth
rate (CAGR) of3% for the five-year period 2011 - 2016, rising from a valuation of $157,640
million in 2011, to hit an industry value of $182,697.1 million by the end of 2016.The Indian
confectionery market is expected to grow at a CAGR of more than 18% during 2012-15.

The Indian population represents roughly one-fifth of the global population. India has
attracted the interest of many seeking new investment and market opportunities in food and
agriculture. However, consumption of confectionery products is relatively low and product
penetration is still very limited. At the same time, observers have noticed opportunities for
growth of the market and increasing potential for imported chocolate and other confectionery
products.

Modern usage may include substances rich in artificial sweeteners as well. With consumers
staying at home to save money because of the economic crisis, demand for this format has
significantly increased. As a result, rather than introducing new products in an already
saturated market, manufacturers are increasingly introducing sharing-format variations
instead.

Although some brands enjoy a rich heritage, the key need in a busy and developed market
sector is innovation, not just of existing brands but also in the development of completely
new brands.

Over recent years, competitors in the confectionery market have made significant investments
in new product development. Despite its vast population, India’s confectionery market is still
very small. It is valued at close to US $450 million, and is estimated to be 138,000 MT. Sugar
confectionery (candies and toffees) has the largest share (50%), followed by chocolate(16%),
and bubble gum(10%).

The outbreak of COVID-19 has caused a severe impact on the confectionery market. The
stringent rules and lockdown during the course of 2020 have led to repercussions in the
confectionery business, which caused differential impact on raw material supply (agricultural
produce, food ingredients, and intermediate food products), trade & logistics, demand-supply
volatility, uncertain consumer demand, and affected the workforce at industrial level. One of

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the major factors that affected the confectionery industry during the lockdown was sales
decline as a result of reduced gifting and impulse buying among consumers across the globe.

Major cities in India, such as Delhi/NCR, Mumbai, Hyderabad, Bengaluru, Chandigarh,

Chennai, and Kolkata are among the leading demand generators of candies in the country.
Jaggery is a natural product extracted out of sugarcane. Its main use in the food processing
industry is for confectionery items such as toffees, chocolates, chewing gums. It is used a
natural sweetener and natural flavor for various confectionery items. India already accounts
for more than 60% of world’s jaggery production.

Major Export Destinations for India’s Confectionery Market (2018-19): Sri Lanka, Nepal,
Benin, USA, and Indonesia.

 Top Exporters of Jaggery & Confectioneries in 2018-19 (State-Wise)

Top Exporters of Jaggery & Confectioneries

State-Wise (2018-19) State In USD Million

Maharashtra 119.45

Gujarat 37.9

Tamil Nadu 16.24

Uttar Pradesh 12.98

Andhra Pradesh 10.37

 SEGMENTAL ANALYSIS
 Segment’s Turnover Value for the Indian Confectionery Industry (USD Million)

The four major segments of the Indian Confectionery Industry are chocolate & chocolate
products, sugar confectionery, cookies & crackers and Ice cream.

• Chocolate confectionery primarily includes chocolate bars, candy bars and pralines. In
2019, the revenue generated by this segment amounted to USD 1771.5 million.

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• The sugar confectionery segment includes chewing gum, toffees, dragees, hard & soft
candies and candied fruit. The segment generated a revenue of USD 2838 million in 2019.

• Cookies & crackers primarily refer to sweet baked goods where in the average per capita
consumption stands at 1.4 kg in 2019.

• Dairy ice creams, frozen yogurt and sorbets constitute the ice cream segment. The revenue
in this segment amounts to USD 637 million in 2019 and is expected to grow annually by
8.2% (CAGR2019-23).

Figure 1.1 : Segmental Revenue (2019 – 2023)

 Segment’s Volume for the Indian Confectionery Industry (In Million Kg)

With increasing economic development in the country, the standard of living of consumers is
improving significantly, which is driving up the demand for confectionery products across
the cities. The volume of production is expected to reach 3496.1 mKg by 2023.

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 Figure 1.2 : Segmental Volume (2013- 2023)

 MAJOR PLAYERS IN THE INDIAN CONFECTIONERY INDUSTRY

Multinational players such as Mondelez, Nestle, Ferrero, Mars India & Lotte as well as large
domestic players such as Amul, Parle, ITC & Candico have a well-entrenched presence in the
Indian confectionery market.

Figure 1.3 : Share of Major Players in the Indian Market

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 Investment Trends
• Mondelez International Inc plans to launch more premium range products under its popular
mid-priced brand 5 Star. It considers its Indian business to be crucial in achieving its global
online sales target by 2020.
• Ferrero India Pvt Ltd is planning to invest INR2,000 crore in India over three years to
manufacture products suited to local needs. Due to the hot climate conditions in India, the
company is developing innovative chocolate confectionery products with higher melting
points.
• Chocolate maker Mars Inc. will bring more of its global products to India. It is also
developing more local products for the Indian market.

 MARKET DRIVES
• Rising Income and Affordability
In the past few years, the rising trend of nuclear families and the surge in the number of
working couples is leading to a rise in the disposable income of families. This surge in
income has aided the affordability of confectionary products which is further leading to a
growing demand for premium chocolates as well as innovation in these chocolates. The
availability of premium chocolates remains limited to only a few global brands in retailing
despite growing demand.

• Emerging Trend of Gifting Confectionery Items

Consumers preference towards gifting premium confectionery items on festive and
celebratory occasions has been increasing over the past decade. The festive packs of
confectionery products have become quite popular among consumers with many shifting
from mithai to chocolates and other confectionery gift hampers. This in turn is providing
many companies expansive opportunities in this segment.

• Increasing Young Population

The economic variable that will transform business the most over the next five years is
demographic shifts. Companies will need to mold their economic growth plans to fit the
demographic trends. The young population in India is contributing to the consumption boom.
As a big chunk of the population shifts into the working age group, their increasing
disposable income contributes to the population’s propensity to spend, thereby increasing

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their demand for the confectionary products due to their rising standards of living. Hence, the
demographic dividend in India is a cause for the increase in demand of such products.

• Untapped Rural Market

Rural India is coming up as a major provider of growth opportunities for packaged food and
beverages. Almost 65 per cent of the Indian population lives in rural regions. The rural
population benefits from investment in infrastructure and rising wages, which has improved
drastically in recent years. A boom in e-commerce is propelling higher sales and enabling
global confectioners to tap the small yet rapidly expanding rural market.

 Key Trends
• Wellness Trends in Confectionery Industry
Manufacturers of chocolate and non-chocolate confectioneries are keeping a close eye on the
growing consumer affinity for health and wellness lifestyle aspects. In that respect,
companies are shifting toward recipes that have more natural and organic ingredients which
tend to eliminate GMOs, artificial additives, and high fructose corn syrup in the product.
Apart from this, candy companies are expected to incorporate more nutritious add-ins like
nuts, seeds, and fruits to appeal to the health-conscious demographic.
Companies have started adopting new packing strategies with convenient packs such as a
smaller size of candies as calorie packs or multipacks or flexible packs. The small healthier
size of candies, with reduced calories, have gained preference among consumers.

• Increased focus on Innovation

For the confectionery sector, manufacturers are expected to experiment with more flavorful
products to catch the consumers’ eyes. Hence, novel experiences will serve as a propellent for
growth in this industry. Also, companies are bringing innovative marketing strategies by
focusing on the promotion of stories behind their products like a bean to bar, farm to table,
70% cocoa and cereal in breakfast (bar).

• Sustainability Initiatives to court Eco-Conscious consumers

Eco-conscious consumers are increasingly looking for improved transparency and
sustainability in the food production and supply chain. A few notable examples are Mars,
Hershey and Modelez.

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1.4 INDIA CONFECTIONERY MARKET TRENDS:

The emerging trend of gifting confectionery products, especially during festivals or special
events such as birthdays, anniversaries, social meetings, etc., is primarily driving the Indian
confectionery market.

Additionally, the elevating levels of urbanization, improving consumer living standards, and
increasing popularity of imported chocolates and candies, are some of the other key factors
augmenting the sales of confectionery products in the country. Besides this, several key
players

are introducing limited-edition, premium confectionery products that are fortified with high-
quality nuts, grains, and cereals.

This, in confluence with the growing consumer per capita expenditures, are creating a
positive outlook for the regional market. Moreover, the growing popularity of sugar-free
confectioneries on account of the rising health concerns regarding cardiovascular diseases,
obesity, diabetes, etc., is also propelling the product demand. Apart from this, the
introduction of clean-label, cruelty-free, vegan, organic, and sustainably sourced
confectionery products with no chemical additives and reduced allergens is further catalyzing
the market growth.

Numerous other factors, such as continuous advancements in ambient storage conditions and
the advent of anti-microbial packaging solutions, are expected to drive the India
confectionery market over the forecast period.

 Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the India
confectionery market report, along with forecasts at the country and regional level from
2023-2028. Our report has categorized the market based on product type, age group, price
point and distribution channel.

 Breakup by product type:

 Hard-boiled Sweets
 Mints
 Gums and Jellies

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  Chocolate
 Caramels and Toffees
 Medicated Confectionery
 Fine Bakery Wares
 Others

 Breakup by Age Group:

 Children
 Adult
 Geriatric

 Breakup by Price Point:

 Economy
 Mid-range
 Luxury

 Breakup by Distribution Channel:

 Supermarkets and Hypermarkets
 Convenience Stores
 Pharmaceutical and Drug Stores
 Online Stores
 Others

 Breakup by Region:
 North India
 West and Central India
 South India
 East

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 CHAPTER II

MAJOR PLAYERS IN INDIAN CONFETIONERY MARKET

Haldiram’s faces competition from several other brands in the sweets and confectionery
market. These competitors contribute to the diversity of options in the Indian sweets market,
each with its unique regional specialties and flavors.

Here are some potential competitors:

 BIKANERVALA:

Bikanervala was founded 115 years ago as a sweets and namkeen shop called Lalji in
Bikaner, Rajasthan. In 1950, two members of the Lalji family moved to Delhi to explore new
avenues for expanding their traditional business. While Bikanervala’s packaged food
products, including sweets and namkeens, are sold under the Bikano brand name, the
company has opened Bikano Chat Cafes(2003) which are quick service restaurants serving
fast foods with minimal table service. The Bikanervala and Angan restaurants serve
traditional Indian snacks, sweets and namkeens. Bikanervala has also launched a boutique
hotel at Bhanjara Hills in Hyderabad.

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In India, the company has 42 outlets in Delhi NCR alone. Bikano products are exported to
nearly 30 countries including Nepal, Pakistan, US, Canada, UK, Australia, New Zealand etc.

Bikanervala is a well-known Indian sweets and snacks brand with a focus on traditional
flavors. It originated in Bikaner, Rajasthan, and has expanded its presence globally known for
its wide range of traditional Indian sweets and snacks.

 GULAB SWEETS:

Gulab was started in 1912 as a manufacturing and retail set up for Rewri & Gajaks by Lala
Shivnath Rai Sumer Chand from the city of Rohtak in North India. Our country has a wide
variety of sweets from north to south and east to west, and no Indian dinner is complete
without them. It is now more than 100 years of establishment , we are and appreciated across
the word for our unique & wide range of Rewri, Gajaks and Chikkis.

A popular sweets brand with a variety of traditional and innovative sweet offerings. Gulab
Sweets is recognized for its wide range of traditional Indian sweets. It has a strong presence
in North India and is known for its quality and authenticity.

 BENGAL SWEETS:

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Bengal Sweets Palace Private Limited is an unlisted private company incorporatd on 10
December, 1993. Registered in 2010 ,India Bengali Sweet House Pvt Ltd has gained
immense expertise in supplying & trading of Indian sweets (mithai), indian snacks, namkeen.
etc. The supplier company is located in New Delhi, Delhi and is one of the leading sellers of
listed products.

Particularly famous for its Bengali sweets, it competes in the regional sweets market. Bengal
Sweets specializes in Bengali sweets, offering a delectable assortment of traditional desserts.
It is particularly popular in the eastern regions of India.

 MTR FOODS:

MTR Foods Private Limited is an unlisted private company incorporated on 21 August, 1996.
It is classified as a private limited company and is located in Bangalore, Karnataka.

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MTR Foods is a food products company based in Bengaluru, India. The company
manufactures a range of packaged foods including breakfast mixes, ready to eat meals,
masalas and spices, snacks and beverages. MTR Foods Pvt. Ltd. is a subsidiary of Norwegian
conglomerate Orkla.

While MTR is renowned for its ready-to-eat meals, it also offers a variety of Indian sweets.
The brand is celebrated for its South Indian culinary delights.

 KWALITY FOODS:

KWALITY FOOD PRODUCTS was incepted in the year 1962 and since then the company is
on the path of success. The CEO of the company Mr. Sunil Rohra has made the company to
grow tremendously and attain new heights in its business. The company is located in
Gwalior, Madhya Pradesh from where it strives to completely satisfy the customers. We have
applied for a quality certification that will further add to the credibility of the business.

A brand that competes in the Indian sweets and snacks segment. Kwality Foods is a
competitors in the Indian sweets and snacks market, offering a variety of traditional and
contemporary products.

 BALAJI WAFERS:

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It is classified as a private limited company is located in Rajkot, Gujarat. Balaji Wafers is one
of the largest snack food manufacturer and distributor in India. Founded in 1974, it produces
and distributes a variety of potato chips and other grain-based snack foods.

While mainly known for snacks, Balaji Wafers has expanded into the sweets market as well.
Primarily known for snacks, Balaji Wafers has expanded its product line to include sweets. It
caters to the Indian palate with a mix of traditional and innovative offerings.

 KARACHI BAKERY:

Karachi Bakery is a chain of Indian retail bakeries. It was established in Hyderabad in 1953,
with the opening of its first bakery in Moazzam Jahi Market.It bakes fruit biscuits, Dil
Kush and Plum Cake. Apart from Hyderabad, Karachi Bakery also has outlets in Bengaluru,
Chennai and Delhi. The owners are a Sindhu Hindu family who, migrated during the

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partition. They found refuge in imperial deccan. Khanchand Ramnani family established
Karachi bakery near Mozamjahi market in 1952.

Though famous for its bakery products, Karachi Bakery has ventured into the sweets and
confectionery market, offering a blend of traditional and contemporary treats.

 GHASITARAM SWEETS:

The company was initiated by the Late Shri Ghasitaramdas Bajaj in Karachi, Pakistan, and
hence the name GHASITARAM. After the partition of 1947, his son Shri Goverdhandas
Bajaj left the sprawling business setup behind and moved with merely basic wares to earn his
daily livelihood to the upcoming city of Bombay.

Ghasitaram Private Limited is an unlisted private company incorporated on 10 April, 2008. It

is classified as a private limited company and is located in Mumbai City, Maharashtra. It's
authorized share capital is INR 5.00 lac and the total paid-up capital is INR 2.50 lac.

Ghasitaram Sweets is known for its premium Indian sweets and confectionery. It has a
heritage dating back to 1916 and is based in Mumbai.

 BHIKHARAM CHANDMAL:

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It is classified as a private limited company and is located in Bikaner, Rajasthan. Bhikharam
Chandmal Sweets & Snacks Private Limited is a Non-government company, incorporated on
22 Mar, 2005. It's a private unlisted company and is classified as 'company limited by shares'.

Bhikharam Chandmal is a brand with a legacy in producing traditional Indian snacks and
sweets. It is recognized for its commitment to quality.

 LADURÉE:

Ladurée is a French manufacturer and retailer of high-end pastries and candy, which was
established in 1862. It is one of the world's best-known sellers of the double-decker macaron,
15,000 of which are sold every day. Ladurée is a French company that is involved in the
manufacturing and distribution of luxury bakery items and sweets. The company has a chain

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of shops across multiple countries.

While primarily a French luxury bakery, Ladurée has entered the Indian market with a range
of macarons and desserts, presenting a different style of sweet offerings.

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 CHAPTER III

INTRODUCTION OF HALDIRAM’s

Parent Company Haldiram’s

Category Food Products & Restaurant

Sector Food & Beverages

Tagline /Slogan Don’t eat at home today; Always in good taste

Haldiram’s STP

Segmentation Anyone who can use a snack like savories, sweets,

etc.

Target Market Middle class families (especially women and kids)

Positioning As a tasty, hygienic savories and sweet maker

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“HALDIRAM” – a name associated with discerning consumers for sweets and namkeens for
past seven decades in India and abroad. It made its modest start in the beginning of 1937 in
Bikaner, a city of Rajasthan, India and was founded by Shivkishan Aggarwal. The brand
name HALDIRAM BHUJIYAWALA was introduced during pre-partition era – 1941,
subsequently the reach was extended to eastern part of India i.e. Kolkata in 1958, further
consolidated to western India also at Nagpur in 1968 and from there it never looked back and
ventured first major step in this direction by opening up a showroom in Chandni Chowk in
1982, the main hub of commerce in Delhi. The prime focus was to serve sweets and
namkeens amongst consumers and the trade it directly.

In 1970, a large manufacturing unit was set up in Nagpur in the state of Maharashtra (India).
In 1982, a retail outlet was set up in New Delhi. The outlet became very popular not only
among the Delhi ties but also among tourists visiting Delhi.

Haldiram's was able to achieve significant growth during the 1980s and 1990s. In 1992, a
manufacturing unit with a retail outlet attached to it was set up in the outskirts of Delhi.

A year later, Haldiram's syrups and crushes were successfully launched in the Indian market.
In 1995, a restaurant was opened in New Delhi. In 1997, realizing the potential of namkeens,
the company started a manufacturing unit in Delhi exclusively for making namkeens.

The company offered a wide variety of traditional Indian sweets and snacks at competitive
prices that appealed to people belonging to different age groups. It was the first company in
India to brand 'namkeens‘.

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.

In the mid 1990s, Haldiram's added bakery items, dairy products, sharbats and ice creams to
its portfolio. At the beginning of the 21st century, Haldiram's products reached millions of
consumers not only in India, but also in several other countries, including the US, Canada,
UK, UAE, Australia, New Zealand, Sri Lanka, Nepal, Japan and Thailand.

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To add potato products to its existing product portfolio, machinery was imported from the
US. Haldiram's maintained high quality standards at every stage of the production process.
All its food items were prepared and packaged in a very hygienic environment.

Encouraged by tremendous response of consumers, HALDIRAM‘ decided to go for an up-

gradation on technology, packaging, production etc. with the installation of best machinery
and hiring best staff. Through hard work, complete dedication, uncompromising quality, -
HALDIRAM‘ became a part of each family.

Haldiram's was founded in 1937 by Ganga Bishan Agarwal, fondly known as Haldiram Ji in
his household; as a retail sweets and namkeen shop in Bikaner, Rajasthan.

In order to drive expansion, the company's first manufacturing plant was started
in Calcutta (now Kolkata).[10] In 1970, a larger manufacturing plant was established in Jaipur.
Another manufacturing plant was established in New Delhi, the capital of India, in the early
1990s.] In 2003, the company began the process of developing convenience foods to be
marketed to consumers. In 2014, Haldiram's was ranked 55th among India's most trusted
brands according to the Brand Trust Report; a study conducted by Trust Research Advisory.
The company has grown at a tremendous pace over the years and in 2017 it was crowned as
the country's largest snack company, surpassing all other domestic and international
competitors. Haldiram's products are available in more than 80 countries. In 2006 Haldiram
Owner Prabhu Shankar Agarwal was held guilty for trying to murder a Tea Seller.

Haldiram’s Corporate Success Story – Dreams Blooming into Reality

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.

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.

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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

 Innovation
 Professionalization
 Expansion
 Strategic Approach
 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.

24
Haldiram’s 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.
Haldiram’s 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 Haldiram’s 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 Haldiram’s 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.

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 HALDIRAM’S IS WAY OF LIFE FOR INDIANS NO
MATTER WHICH COUNTRY THEY LIVE IN.

 Present
Stock Now

Today, Haldiram’s 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 Haldiram’s 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
(56varieties), 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

25
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 thathas become synonymous with taste and quality not only within India but the
world over.

Today Haldiram’s occupies considerable shelf space at prominent supermark ets 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

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.

Haldiram’s 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.

 WHERE IS TODAY?

Haldiram's has 70% of the total namkeen market share and is the leader in the organized
sweets market and has picked up in the snack food market of potato chips with Tak-a-Tak.

26
The company enjoys top of the mind awareness and has a loyal customer base. The
company's exports are growing at a very positive note and the company on a daily basis
registers a 2-3% growth. The company has been registering a 15% growth in its total sales
every year.

 HOW DID IT GET HERE?

Haldiram's reached its strong position in the market through strict quality and taste control
measures made possible by the international infrastructure facilities made available for
production by a visionary leader Mr. Manohar Aggarwal. It has come a long way from its
initial "halwat-shop" days and is now on the road to becoming a corporate organization. It
was the first snack food manufacturer to lay such high priority on quality control and taste
standardization. The company does not believe in getting into the competitive rat race and is
satisfied with its current status in the industry.

 MISSION
 Review , Recreate and Rediscover the trend of Healthy Eating and Innovate and
Invent fresh new methods to Nourish and Delight everyone we serve.
 Our consistent quality, best packaging strategy, vast market coverage and experience
have given us a cutting edge vis-à-vis our competitors.
 Our natural inclination to improve our performance and quality with each passing
year has taken us way ahead of our nearest competitor.
 The people at Haldiram's are very friendly and sensitive towards the complaints from
consumers and traders, which in fact are a rare occurrence.
 Make available authentic, tasty and quality vegetarian food products made as per
global standards at reasonable cost, in India or abroad; remain ahead of competitors
through product-innovation, adopting new
 Technologies and achieve optimum cost of production; always abide by law and care
environment
 Provide a friendly working environment that attracts best talent and offers
 Opportunity to our employees to excel and build career

 VISION

27
  Be the Trend Setter in the field of Healthy and Tasty Eating To Achieve a Sustainable
Growth this will bring about an overall up liftment of the Organization, its People and
the Society.
 Achieve continuous and sustainable growth in the business, within India and abroad,
organically and inorganically.
 Strengthen leadership in traditional snack items, Indian sweets and attain leadership in
western snack items.
 Keep innovating new quality products and delight consumers by offering wide range
of quality food products at competitive rates.

 GOAL
 To provide our customers Perfect Taste and Quality in the Best of Packaging.

 VALUES
 Our core emphasis is on delivering healthy, traditional and delicious foods. Our
persistent focus is on quality and freshness; we realize our responsibility to continue
delivering food that are customers admire around the world. After all, the award that
we cherish the most is the one given by our customers.

 GROWTH

In 1992, when HALDIRAM‘ turned itself into a group segment, a most sophisticated
manufacturing centre cum showroom was established at Main Mathura Road, New Delhi
under the banner HALDIRAM MANUFACTURING COMPANY LIMITED‘ which was a
run away success.

The New Delhi unit caters to Punjab, Haryana, Uttar Pradesh and Bihar, Jammu &Kashmir,
Himachal Pradesh and part of Assam.

The company also has three showrooms in Delhi, located at Main Mathura Road, Lajpat
Nagar and Chandni Chowk. These offer variety of fast foods as well as traditional foods.

Trust in quality is an obsession which is being enjoyed by million of families. The quality of
salty snacks and scrumptious sweets met the international standard and speak for itself. To
sustain in competitive market, ―HALDIRAM has endeavored stress on quality, packing,

28
shelf life, competitive price with special emphasis on consumers satisfaction and its lingering
taste is amongst the best available in the world. To say the least, amongst the sweets and
namkeens, we can modestly say ―you name it-we have it.

Haldiram‘s is not only popular in India but also in many eastern countries too and is
expanding day by day.

 PRODUCTS

Haldiram has successfully completed the journey of being a small entrepreneur to the India's
largest selling brand name in Sweets and Namkeens (savory). The entity is known for its
variety of mouth watering food products such as Sweets, Namkeens, Pickles, Syrups, and
Biscuits in the world. The prime focus of the company is to serve sweets and savories directly
to customer.

Offers a diverse range of products including traditional sweets, namkeens (savory snacks),
spices, and ready-to-eat meals. Known for its authentic Indian flavors, using quality
ingredients and traditional recipes.

Haldiram's has over 410 products. Its product range includes traditional namkeens, western
snacks, Indian traditional and contemporary Sweets, cookies, sherbets, and pickles. Products
such as gulab jammun and Bikaneri bhujia and papadum are popular. The company also
produces ready-to-eat food products. In the 1990s, the production of potato-based foods was
enabled by the importation of machinery from United States designed for these purposes.

29
Haldiram's products are marketed at various retail locations such as bakeries and
confectionery stores, among others, and also on various commercial websites. Prior and up to
August 2003 in the United States market, the company's products were limited to potato
chips. The company's products are carried by some Indian supermarkets in U.S. In U.S.,
Haldiram's products are popular with the Indian diaspora.

Haldiram's customizes its products to suit the tastes and preferences of customers from
different parts of India. It launched products, which catered to the tastes of people belonging
to specific regions. For example, it launched Murukkus' a south Indian Snack and Chennai
Mixture for south Indian customers. Similarly, Haldiram's launched "bhelpuri" keeping in
mind customers residing in western India. The company offered certain products such as
"Nazarana", "Panchratan" and "Premium" only during the festival season in gift packs. These
measures have helped Haldiram's compete effectively in a market that is flooded with a
variety of snack items in different shapes, sizes & flavours. It has also recently launched
biscuits & cookies.

Following page shows the list of Haldiram's products:

 PRODUCT LIST

30
 NAMKEEN:

200 Gms 400 Gms

 Plain Bhujia  Plain Bhuja

 Karanchy Mixture  Bhujia
 Navrattan  Navrattan
 Nut Cracker  Khatta Meetha
 Khatta Meetha  Masala Moong Dal
 Bombay Mixture  Moong Dal
 Chana Dal  Nut Cracker
 Masala Moong Dal  Dal Biji
 Moong Dal  All in One
 Boondi Masala  Aloo Bhujia
 Boondi Plain  Chana Jor Garam
 Dal Biji  Kashmiri Mixture
 Ghatia  Hara Chiwda
 Kabli Chana  Comflakes Misture
 BhavnagriSev  Kaju Mixture
 Aloo Masala  Panchrattan
 Mathri
 Samosa
 Bhelpuri 75 Gms
 All in One
 Aloo Bhujia
 Nimbu Masala  Bhujia
 Long Sev  Navrattan
 MethiSev  KhattaMeetha
 Peanut Salted  Moong Dal
 Peanut Masala  Nut Cracker
 Chana Jor Garam  Aloo Bhujia
 Bombay Chana  Boondi Plain
 Kashmiri Mixture  Boondi Masala
 Comflakes Mixture  Nimbu Masala
 Hara Chiwda Mixture  Peanut Salted
 Mint Lachha  Masala Moong Dal
 Chilli Chatak Lachha
 Kaju Mixture
 Shahi Mixture 30 Gms

 Nut Cracker
 Peanut Salted
 Aloo Bhujia
 Bhujia

31
  Navrattan
65 Gms  Moong Dal
 Khatta Meetha
 Nimbu Masala
 Kashmiri Mixture
 Cornflakes Mixture
 Kaju Mixture

32
 SWEETS:
Rasgulla Kesar Gendari
Jamphal Dry Petha
Cham Cham Karachi Halwa
Kesar Rasbhari Soan Papdi
Kalam Petha Badam Halwa
Rajbhog Motichoor Ladoo
Kaju Katli Atta Ladoo
Dhoda Burfee Mix Sweet
Moong Dal Burfee Rasmalai
Pinni Kaju ChocolateLadoo
Anjeer Burfee Mathura Peda
Lachha Milk Cake
Gulab Jamun Dry Fruits Bites

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 BEVERAGES:
Rose Syrup Khus Syrup

Orange Syrup Pineapple Crush

Mango Panna Lemon Crush

Kala Khatta Badam Kesariya

Matka Jhatka Thandai Kesariya

Jal jeera Kesar Badam Milk

34
 COOKIES :
Jeera Cookies Coconut Cookies
Atta Cookies Butter Badam Cookies
Ajwain Cookies Kaju Pista Cookies
Pista Badam Cookies Gorus cookis
Choco chips Jeera Namkeen
Badam Pistsa All Natural

35
 READY TO EAT FOOD:
Bhel On Move Bhel Puri
Panipuri

 CRACKERS:
Bombay Chana Chana Dal
Chana Jor Garam Kabuli Chana
Moong Dal Masala Moong Dal
Chana Cracker Nut Cracker
Roasted Chana Cracker

36
 FROZEN FOODS:
Ajwain Paratha Paneer Pakoda
Aloo Kulcha Malai Kofta
Aloo Paratha Punjabi Samosa
Paneer Paratha Aloo Tikki
Gobhi Paratha Punjabi Choley
Bhindi Masala Mutter Kachori
Dal Makhani Dal Kachori
Paneer Tikka

37
 WAFERS :
Aloo Masala Panga Teekha Masala
Chips Classic Salted Soya Stick
Whoopies Chaska Panga Crispy Tomato
Chips Tangy Tomato Whoopies Balls
Chips Pudina Treat Whoopies Masala
Chips Mast Masala Whoopies Ticklers
Boletos Snaclite Fries
Snaclite Twirls Chips Cream & Onion
Taka Tak Snaclite Spiced

38
 GIFT PACKS:
Namkeen Nazrana Sweet Spicy
Meetha Chatpata Thoda Meetha Thoda Namkeen
Meeth Meethe Pal Double Maza
Chocolate & Cookis Royal Temptation
Shahi Andaaz

39
 NUTS:
Nut Cracker Peanut Salted

 CONDIMENTS:
Javitri Papad Medium Masala Papad
Punjabi masala Papad Sada Papad

40
 PICKLES:
Mango Pickle Lime Pickle

Chilli Pickle Mix Pickle

 PRICE

Haldirams offers its products at competitive prices in order to penetrate the huge unorganized
market of namkeens and sweets.

The company pricing strategy has taken into consideration the price conscious nature of
consumers in India. Haldiram's has launched namkeens in small packets of 30 grams, priced
as low as Rs. 5. The company also launched namkeens in 5 different packs with prices
varying according to their weights The prices also vary on the basis of the type of namkeens
and the raw materials used to manufacture it. The cost of metalized packing also has an
impact on the price, especially in the case of snack foods.

The company revises the prices of its products upwards only when there is a steep increase in
the raw material costs or if additional taxes are imposed.

 PLACE

The Haldiram's products are distributed all over the country and outside country also.
Haldiram's is successfully exporting its products to USA, UK, Australia, Middle East & Far

41
East Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE, France, Spain,
Italy, Holland, Japan, etc., Haldiram's is an ISO and HACCP Certified Company and is
approved by FDA, USA.

Haldiram's has developed a strong distribution network to ensure the widest possible reach
for its products in India as well as overseas. From the manufacturing unit, the company's
finished goods are passed on to the carrying & forward (C&F) agent. C&F agents pass on the
products to distributors, who ship them to retail outlets. While the Delhi unit of Haldiram's
has 25 C&F agents and 700 distributors in India, the Nagpur unit has 25 C&F agents and 375
distributors. Haldiram's also has 35 sole distributors in the international market. The Delhi
and Nagpur units together cater to 0.6 million retail outlets in India.

C&F agents receive a commission of around 5% while distributors earn margins ranging
from 8% to 10%. The retail outlets earn margins from 14% to 30%. At retail outlet level,
margins vary according to the weight of packs sold. Retailers earn more margins ranging
from 25% to 30% by selling 30gms pouches (priced at Rs.5) compared to the packs of higher
weights.

Apart from the exclusive showrooms owned by Haldiram's, the company offers its products
through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice
cream parlours. The products are also available in public places such as railway stations and
bus stations that account for a sizeable amount of its sales.

Haldiram's products enjoy phenomenal goodwill and stockists compete with each other to
stock its products. Moreover, sweet shops and bakeries stock Haldiram's products despite the
fact that the company's products compete with their own products.

 ADVERTISING

42
Haldiram's is very traditional in terms of advertising and promotions. However, to be in sync
with current times, Haldiram's tied up with the 2015 Bollywood film Prem Ratan Dhan Payo
and more than 1.5 crore (15 million) Haldiram's snack packets were printed with the logo of
the film. The chain is actively expanding its franchises.

 EXPORTS

Haldiram's Group had foreseen the growth potential in the fast food industry, which was
growing by leaps and bounds. "Namkeens was one of the areas which was most sought after
and the company, without lagging behind, had set up the most modern plant adjacent to the
outlet at Main Mathura Road exclusively for the manufacture of 'Namkeens'.

This plant was set up in the year 1997 under the stewardship of Mr. Pankaj Aggarwal, a
young, dynamic entrepreneur with a flair for modern techniques of management, leadership,
open vision and result orientation. Under the leadership of Mr. Pankaj Aggarwal, who is
currently also the Managing Director of Haldiram's Group, the packaging, quality and
competitive pricing strategies of the company have become the hall mark of Haldiram's
Namkeen and with the installation of state-of the-art manufacturing equipment from the
U.S.A. the company has also started manufacturing potato products and has been able to
increase its market share amongst stiff competition from multinational giants such as Frito
Lays.

Needless to say, the company is exporting its products to various parts of the World viz.
U.S.A. Canada, UK, Europe, Middle East, Far East, Moscow, Australia, New Zealand, Sri
Lanka, Nepal, Japan, Thailand, etc. and is on the threshold of penetrating others parts of the
world, thanks to the widespread Indian community in various parts of the world.

It is encouraging to note that the group is receiving positive enquires from prospective chents
aboard and is quite confident to fully meet their demand with positive attitude, personalized
service and quality products.

Continuous efforts are being initiated to make sure that Haldiram's reaches the untapped
markets aboard and earns valuable foreign exchange for the country.

Haldiram's competes on the basis of numerous factors including brand recognition due to
distinct packaging, product quality, traditional taste and authentic Indian flavour. The

43
company's timely introduction of new products and line extension has played a major part in
the buying behaviour of consumers as well..

 MARKET SHARE

The Namkeen market in India is magnanimous which consists of both the organized and the
unorganized sectors. The unorganized Namkeen market consists of Home made and loose
salty snacks generally sold in small Kiranas. The branded or the organized Namkeen segment
in India is increasing virtually by the day. Some of the major players in the Indian Namkeen
market consist of Haldiram Foods Frito-Lay India Mc Fills. The top namkeen brands in India
are generally products offered by Haldirams and Frito Lays. Synonymous with the salted
snacks industry in India is Haldiram Food.

Haldirams is known for its large variety of to brands that have been ruling the Indian snacks
industry for over decades now. Consumers in India in a way have become accustomed to the
products of this particular brand.

The Indian snack market offers around 1,000 snack items. The branded namkeen segment
consists of 40% market share of the total salted snacks market in India. The market leaders
that own all the to namkeen brands in India is Haldirams that has a market share of 41 % and
then follows Frito Lays that has a market share of 10%.

 QUALITY

Quality in business, engineering and manufacturing has a pragmatic interpretation as the non-
inferiority or superiority of something. Quality is a perceptual, conditional and somewhat
subjective attribute and may be understood differently by different people.

Consumers may focus on the specification quality of a product/service, or how it compares to

competitors in the marketplace. Producers might measure the conformance quality, or degree
to which the product/service was produced correctly.

100% of the retailers found that quality of Haldiram‘s sweets and other products is far better
then any other brand. They were found satisfied with it.

 AWARDS:

44
Haldiram's 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, BRAND EQUITY AWARD 1998 was
awarded by Progress Harmony Development Chamber of Commerce & Industry in
recognition of creating successful Indian Brand "HALDIRAM".

APEDA EXPORT AWARD 2001-2002, awarded by Agricultural & Processed Food

Products Export Development Authority for the outstanding contribution to the promotion of
Agricultural & Processed Food Products during the year 2001-2002 MERA DELHI AWARD
2004 for the exemplary contribution in the field of export.

 Certifications

Haldiram's has the following quality certifications:

 ISO 9002
 HACCP

 GLOBAL PRESENCE
 Haldiram’s has successfully expanded its reach beyond India and gained recognition in
international markets.
 The brand has become synonymous with Indian snacks and zsweets globally.

 INNOVATION
 Maintains a balance between preserving traditional recipes and incorporating modern
manufacturing practices.
 Known for its commitment to quality and hygiene in food preparation.

 BRAND RECOGNITION
 Haldiram's is a household name in India and holds a significant share in the Indian
snack and sweets market.

45
  The brand is recognized for its consistency in delivering tasty and high-quality
products.

 RETAIL PRESENCE
 Operates a network of retail outlets and franchises across India, offering a convenient
access point for consumers.
 Products are also widely available in supermarkets and grocery stores.

 CULTURAL CONNECTION:
 Haldiram's is often associated with celebrations, festivals, and special occasions,
playing a role in the cultural fabric of Indian households.

46
 CHAPTER IV

SWOT ANALYSIS

 STRENGTHS
 Brand awareness and recall
 Variety of products like papads, namkeens, cookies, chips, sweets, sherbets, dry fruits,
etc
 Trusted for quality and hygiene
 Attractive and efficient packaging
 Good supply chain ensuring availability of products
 Aptly priced for the customers
 Loved for its taste
 Exported to many countries
 Good image positions
 High market share
 Availability of brand almost on all the outlets
 Latest technology
 Research & Development
 Manpower

47
  Their production processes are semi-automated and by using state of the art
technology they have been able to increase the shelf life of their products from one
week to six months.
 They are the undisputed market leaders in the namkeen segment.
 Haldiram's has been able to build its brand today on the basis of word of mouth
publicity, which has actually taken a lot of people by surprise . Approval by FDA-
HACCP, ISO 9002 and SPA stand testimony to the emphasis that.
 Haldiram's is aggressively trying to capture the international markets by customizing
its products and packaging according to foreign tastes.
 Online selling of their products through indiatimes.com

 WEAKNESSES
 Less advertising is done compared to other food brands
 Involved only in Indian snacks
 Outlets are limited only to mainly North India
 Low Advertising Budgets
 Manufacturing process not completely automatic
 Traditional management style
 Schemes given to retailer are not enough
 Less profit margin of haldiram product from other brand
 Sale pushing of other brands
 Haldiram's doesn't lay emphasis on the need to carry out market surveys either to
know the consumer needs or their feedback
 Haldiram's started advertising its products too late, as it is not a firm believer in big
marketing budgets and lavish promos because of which they might have lost the
initial advantage.
 The Company has no policies on Corporate Social Responsibility and environmental
norms, which may affect their Goodwill in the long run
 The Haldiram group consists of three concerns that are independent of each other and
also there is a lack of collaboration between the three concerns, which affects the
reputation of the company and is a hindrance in its growth
 The company is not as cash rich as its competitors, which gives its competitors an
edge.

48
  Company portfolio does not include western snack food.

 OPPORTUNITIES
 Increase its reach in India and abroad
 Expand the hotel business
 Increase the number of outlets
 Agrresively advertise and promote the brand
 Introduce healthy snacks like fat free, low calories and baked
 Innovate by introducing snacks catering to the youth
 Growing food industry
 Changes in the consumer tastes and preferences
 Increase in the Purchasing power of families
 Prospects for exports
 To cut into the unbranded sector by reducing prices to capture value conscious
customers.
 Having a premium product line to capture high-end consumers.
 If the company starts associating itself with other brands, it will help strengthen the
brand image and bring in larger profits.
 Haldiram's doesn't have any special namkeen for the kids and teenagers' segment,
which is a huge potential target market.
 Diversifying the namkeen product line further through constant innovation
 Greater scope to increase market share and profits as they have just started advertising
 Opportunity to go into radio advertising leading to greater rural penetration

 THREATS
 Customers are inclined towards western ways, and are not interested in Indian snacks
 Indian snacks are considered unhealthy
 Increased competition from other brands and local players
 Availability of substitute goods
 Health conscious or awareness
 Increasing competition from Indian and MNC food companies
 A large number of competitors have started entering this segment which might crode
the market share of Haldiram's. For example, companies like Frito Lay's, ITC, etc,
49
 which is cash rich companies, can actually undercut Haldiram's profits as they can
afford to reduce their prices.
 As there are three concerns under the Haldiram's 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.
Haldiram's is still considering entering this segment.
 If Haldiram's doesn't realize the importance of aggressive advertising, its competitors
will cut into its market share as they do advertise on a large scale.

50
 CHAPTER V

RESEARCH METHODOLOGY
5.1 OBJECTIVES OF THE STUDY
1. Evaluate Haldiram's market position and competitive standing in the Indian
confectionery industry.
2. Understand consumer preferences and buying behavior regarding Haldiram's
confectionery products.
3. Identify challenges and explore growth opportunities for Haldiram's within the Indian
confectionery market.
4. To find out strength of Haldiram’s and do SWOT analysis of Haldiram’s.
5. Investigate how consumers perceive the Haldiram's brand within the confectionery
market and its impact on purchasing decisions.

5.2 TYPES OF RESEARCH:

Types of research are the different methodologies used to conduct research. Based on
research goals, timelines and purposes, different types of research are better suited for certain
studies. The first part of designing research is to determine what you want to study and what
your goals are. There are several types of research such ads Applied Research, Qualitative
Research, Quantitative Research, Exploratory Research, Longitudinal Research, Laboratory
Research, Comparative Research etc. For the purpose of making this Dissertation I used both
Exploratory and Descriptive Research in nature.

Exploratory Research – Exploratory research is a methodology approach that investigates

research questions that have not previously been studied in depth.

Descriptive Research – Descriptive research is a type of research that is used to describe the
characteristics of a population. It collects data that are used to answer a wide range of what,
when, and how questions pertaining to a particular population or group.

5.3 SOURCES OF DATA:

There are two major sources of data Primary and Secondary.

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1. Primary Data

Primary data or raw data is a type of information that is obtained directly from the first-hand
source through experiments, surveys or observations. The primary data collection method is
further classified into two types. They are:

• Quantitative Data Collection Methods

• Qualitative Data Collection Methods

2. Secondary Data

Secondary data is data collected by someone other than the actual user. It means that the
information is already available, and someone analyses it. The secondary data includes
magazines, newspapers, books, journals, etc. It may be either published data or unpublished
data. Published data are available in various resources including Government publications,
Public records, Historical and statistical documents, Business documents, Technical and trade
journals. Unpublished data includes Diaries, Letters, Unpublished biographies, etc.

So for the completion of this Dissertation I have used :-

• Primary Data – Questionnaire Method

• Secondary Data – Books, Magazine, Internet.

SAMPLE SIZE: Sample size is the number of respondents included in a research. The
sample size taken in this research is 50. The primary data is taken from people who have tried
Haldiram’s once or more and ones who are consuming Haldiram’s product on regular basis.
Thus, the compilation of data is based upon the response to the questionnaire provided by
each respondent.

SAMPLING UNIT: People buying Haldiram’s products

AREA OF RESEARCH: Gurgaon

SAMPLING TECHNIQUES : Sampling helps a lot in research. It is one of the most

important factors which determine the accuracy of the research/survey result. If anything
goes wrong with the sample then it will be directly reflected in the final result. There are lot
of techniques which help us to gather sample depending upon the need and situation. There
are lots of sampling techniques which are grouped into two categories as:-
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1)Probability Sampling - This Sampling technique uses randomization to make sure that
every element of the population gets an equal chance to be part of the selected sample. It's
alternatively known as random sampling. It includes Simple Random Sampling, Stratified
sampling, Systematic sampling, Cluster Sampling, Multi stage Sampling.

2) Non- Probability Sampling - Every element has an equal chance of getting selected to be
the part sample. It is used when we don't have any kind of prior information about the target
population. It includes Convenience Sampling, Purposive Sampling, Quota Sampling,
Referral Snowball Sampling.

For the purpose of completion of this research work I have chosen Simple Random Sampling
Technique Method.

5.4 LIMITATIONS OF THE STUDY

 Potential bias in data collection or analysis, particularly if there is a reliance on subjective
opinions or information from a specific group of respondents.
 The confectionery industry is subject to dynamic market conditions; the study may
capture a snapshot that might not fully represent future trends or changes.
 Some information related to competitors or specific business strategies may be sensitive
and not publicly disclosed, limiting the depth of analysis.
 Lack of access to proprietary information about Haldiram's could result in an incomplete
understanding of its operations, strategies, or financial data.
 Challenges related to sampling, such as non-response bias or inadequate representation of
certain demographic groups, could impact the study's validity.
 Potential constraints in obtaining real – time data on market dynamics.
 Economic fluctuations could impact the study’s accuracy in predicting industry trends.
 Dependence on publicly available data may limit the depth of analysis.
 Maintaining consistent quality across a vast range of products and multiple production
units can be challenging.
 As a well-known brand, protecting and managing the brand image is vital. Negative
publicity, whether related to quality concerns or other issues, can have a lasting impact.

53
 CHAPTER VI
DATA ANALYSIS & INTERPRETATION

The data so collected is scrutinized, tabulated and analyzed by the help of some statistical
tools and techniques and finally used for the study purpose.
Following are the major conclusions are drawn by the researchers.

Ques1- Are you aware of Haldiram’s products?

RESPONSE TABLE:

OPINION NO. OF RESPONDENTS PERCENTAGE

Yes 38 76%
No 12 24%
Total 50 100

NO. OF RESPONDENTS

24%

Yes

76% No

 INTERPRETATION:

From the above data conclusions was drawn that, when consumers were asked about their
awareness 76% of the respondents aware to Haldiram’s Products and 24% respondent did
not aware about it. Haldiram’s is a well known Indian food brand recognized for its diverse
range of snacks, sweets and ready to eat products. Haldiram’s has a significant brand
presence, and many people are indeed aware of its products.

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Ques2- Do you prefer local snacks?

RESPONSE TABLE:

PATICULARS NO. OF RESPONDENTS PERCENTAGE

Yes 12 24%
No 38 76%
Total 50 100%

NO. OF RESPONDENTS

24%

Yes
No
76%

 INTERPRETATION

Another point that came across was that when questioned about the consumption of other
brands, the closest competition for Haldiram's came from Bikaner and Lays. Also only 24%
preferred local snacks when compared to branded snacks which shows that the branded
snacks segment is cutting into the unbranded segment.

55
Ques3- How often do you purchase Haldiram’s products?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Daily 9 18%
Weekly 15 30%
Monthly 20 40%
Rarely 4 8%
Never 2 4%
Total 50 100%

NO. OF RESPONDENTS

8% 4% 18%

Daily
Weekly
40% 30% Monthly
Rarely
Never

 INTERPRETATION:

As per above analysis, the majority of the 40% respondents purchased the haldiram products
on monthly basis, 30% respondents purchased the confectionery products on weekly basis,
18% respondents purchased confectionery products on daily basis and than 8% respondents
purchased confectionery products rarely and at last 4% respondents never purchased
haldiram’s products. It may imply that respondents enjoy these items occasionally or during
specific periods.

56
Ques4- How did you first come to know about Haldiram’s?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

TV advertisement 2 4%
Online advertisement 15 30%
In- store displays 11 22%
Through word of mouth 22 44%
Total 50 100%

NO. OF RESPONDENTS

4%
44% 30%
TV advertisement
Online advertisement
In- store displays
22%
Through word of mouth

 INTERPRETATION:

The above table shows that TV advertisement 10%, and 15 people through online
advertisement, 11 members through In- store displays, 19 members through word of mouth.
From this we can know that most of them are came to know through word of mouth. It
indicates that positive experiences shared by others have contributed significantly to the
brand’s recognition and trust.
57
Ques5- Which sweet you prefer most out of all the product range of Haldiram’s?

RESPONSE TABLE:

SWEETS NO. OF RESPONDENTS PERCENTAGE

Soan Papdi 12 24%

Rasgulla 10 20%
Gulab jamun 15 30%
Kaju katli 10 20%
Other sweets 3 6%
Total 50 100

NO. OF RESPONDENTS

6%
24%
20%
Soan Papdi
Rasgulla

20% Gulab jamun

30% Kaju katli
Other sweets

 INTERPRETATION:

As per above analysis 24% respondents like soan papdi , 20% respondent like rasgulla, 30%
respondent like gulab jamun, 20% respondent like Kaju katli and 6% respondents like other
sweets. Most respondents like gulab jamun, it indicates az strong consumer preference for
that specific product. This information is valuable for targeted marketing and inventory
management.

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Ques6- Are you satisfied with the products of haldiram’s?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Satisfied 26 52%
Neutral 16 32%
Unsatisfied 8 16%
Total 50 100%

NO. OF RESPONDENTS

16%

Satisfied
Neutral
52%
Unsatisfied
32%

 INTERPRETATION:

The above table shows that assessing the level of satisfaction provides a qualitative measure
of consumer sentiment towards Haldiram’s products. 32% respondents neutral with the
haldiram products imply a middle ground opinion, prompting further investigation into
specific aspects that could be improved or enhanced. 16 % respondents unsatisfied indicates
potential issues with product quality or other factors that require attention and
improvement.The majority of 52% respondents satisfied with the products of Haldiram’s. It
indicates that Haldiram’s products meet or exceed consumer expectations, reflecting a
positive customer sentiments.

59
Ques7- What of these factors influence your buying behaviour of Haldiram’s
products ?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Taste 16 32%
Quality 20 40%
Packaging 6 12%
Price 8 16%
Total 50 100%

NO. OF RESPONDENTS

16%
32%
12%
Taste
Quality
Packaging
40% Price

 INTERPRETATION :

Quality being given the highest priority. Hence people don't mind paying for Haldiram's as
long as they get a best quality product as value for their money. It indicates that consumers
value the overall standard and freshness of Haldiram’s products. Maintaining high-quality
standards can contribute to positive consumer perceptions and loyalty.

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Ques8- Where do you usually buy Haldiram’s products?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

General store 7 14%

Kirana store 6 12%
Supermarket 13 26%
Haldiram outlet 16 32%
Online 8 16%
Total 50 100%

NO. OF RESPONDENTS

16% 14%

12% General store

Kirana store
32% Supermarket
26% Haldiram outlet
Online

 INTERPRETATION:

From the above table shows that the majority of 32% respondents were buying Haldiram
products from Haldiram’s outlet. It indicates that consumer appreciate the experience and
specialized offerings available at Haldiram’s dedicated outlets.

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Ques9- How do you find the quality of Haldiram’s products?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Excellent 6 12%
Good 21 42%
Average 20 40%
Poor 3 6%
Total 50 100%

NO. OF RESPONDENTS

6% 12%

Excellent
40%
Good
42%
Average
Poor

 INTERPRETATION:

As per the above analysis, the majority of the 42% respondents say that haldiram’s products
is good. It indicates a positive perception of the quality of Haldiram’s products. This might be
one of the reasons for the strong brand loyalty.

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Ques10- Which competitor of haldiram’s do you most prefer for purchasing products?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Bikano 12 24%
Bikanervala 16 32%
Nathu's Sweets 10 20%
Evergreen Sweet House 8 16%
Others 4 8%
Total 50 100%

NO. OF RESPONDENTS

8%
24%
16% Bikano
Bikanervala
20% Nathu's Sweets
32%
Evergreen Sweet House
Others

 INTERPRETATION:

As per the above analysis most of the respondents prefer Bikanervala. Bikanervala is a well-
known brand offering a variety of snacks, sweets and packaged food items. They are
recognized for their traditional Indian sweets and savory snacks.

63
Ques11- Which category of Haldiram’s product do you prefer the most?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Namkeens 16 32%
Sweets 12 24%
Ready- To- Eat Meals 10 20%
Beverages 8 16%
Others 4 8%
Total 50 100%

NO. OF RESPONDENTS

8%
16% 32%
Namkeens
Sweets

20% Ready- To- Eat Meals

24% Beverages
Others

 INTERPRETATION:

As per the above analysis ,most of the respondents prefer namkeen. It indicates that a
significant portion of Haldiram’s customers prefers savory snacks over other categories.

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Ques12- Do you think that is there any Significance Difference between Haldiram's and
other brands?

RESPONSE TABLE:

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Yes 32 64%
No 18 36%
Total 50 100%

NO. OF RESPONDENTS

36%

Yes
64%
No

 INTERPRETATION

When asked to whether they found any significance difference between Haldiram's and any
other brand, 64% are of the view that there does exist a significant difference. Also, a product
like namkeens involves low involvement levels while buying. Thus, it can conclude that
buying behaviour of the consumers of Haldiram's namkeen is the 'Variety-seeking buying
behaviour. This translates into a positive for Haldiram's, as the consumers, in spite of trying
different brands, seem to be coming back to Haldiram's.

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Ques13- Would you like to recommend haldiram others?

RESPONSE TABLE:

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Yes 36 72%
No 14 28%
Total 50 100%

28%

Yes

72% No

 INTERPRETATION:

As per the above analysis 72% respondents were agree to recommend Haldiram’s to others
and 28% not like to recommend. It indicates a positive likelihood of recommending
Haldiram’s products to others. This reflects a satisfied and potentially loyal customer base.

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 CHAPTER VII

SUMMARY OF FINDINGS

7.1 FINDINGS

 The Indian confectionery market size reached INR 338.2 Billion in 2022.
 IMARC Group expects the market to reach INR 485.9 Billion by 2028, exhibiting a
growth rate (CAGR) of 6.3% during 2023-2028.
 The Indian confectionery market is expected to grow at a CAGR of more than 18%
during 2012-15.
 In 2008, the global confectionery industry was valued at almost $150 billion United
States dollars (USD). In 2009, all of these companies combined reported just over $54
billion USD in confectionery product sales around the world, employed more than half a
million people, and operated more than 7,600 factories around the globe.
 From 2007 to 2008, the confectionery industry grew by about 4%.
 Major cities in India, such as Delhi/NCR, Mumbai, Hyderabad, Bengaluru, Chandigarh,
Chennai, and Kolkata are among the leading demand generators of candies in the
country.
 Top exporters of Confectioneries in 2018-19 are Maharashtra, Gujarat ,Tamil Nadu,
Uttar Pradesh and Andhra Pradesh.
 “HALDIRAM” – a name associated with discerning consumers for sweets and
namkeens for past seven decades in India and abroad. It made its modest start in the
beginning of 1937 in Bikaner, a city of Rajasthan, India and was founded by Shivkishan
Aggarwal.
 Haldiram's has over 410 products. Its product range includes traditional namkeens,
western snacks, Indian traditional and contemporary Sweets, cookies, sherbets, and
pickles. Products such as gulab jammun and Bikaneri bhujia and papadum are popular.
 The Haldiram's products are distributed all over the country and outside country also.
 Haldiram's is successfully exporting its products to USA, UK, Australia, Middle East &
Far East Countries, Germany, Philippines, New Zealand, Nepal, Sri Lanka, UAE,
France, Spain, Italy, Holland, Japan, etc., Haldiram's is an ISO and HACCP Certified
Company and is approved by FDA, USA.

67
 Haldiram's is a household name in India and holds a significant share in the Indian snack
and sweets market. The brand is recognized for its consistency in delivering tasty and
high-quality products.
 Haldiram's is often associated with celebrations, festivals, and special occasions, playing
a role in the cultural fabric of Indian households.
 100% of the retailers found that quality of Haldiram‘s sweets and other products is far
better then any other brand. They were found satisfied with it.
 Haldiram's bagged the prestigious 'INTERNATIONAL AWARD FOR FOOD &
BEVERAGES’ awarded by Trade Leaders Club in Barcelona, Spain in 1994.
 Haldiram's has the quality certifications of ISO 9002and HACCP.
 Haldiram can proudly claim that what began as a small-time enterprise in India is a
global phenomenon now and HALDIRAM’S IS WAY OF LIFE FOR INDIANS NO
MATTER WHICH COUNTRY THEY LIVE IN.
 Haldiram’s faces competition from several other brands in the sweets and confectionery
market.These competitors contribute to the diversity of options in the Indian sweets
market, each with its unique regional specialties and flavors.
 In 2015, Haldirams tied up with a Bollywood movie “Prem Ratan Dhan Payo” and
launched a contest for promotions.
 The brand uses sponsorships of various award shows as medium of promotion.

7.2 CONCLUSION

The study likely indicates that Haldiram's holds a significant market share in the
confectionery industry in India, owing to its strong brand recognition and consumer trust.
Haldiram's success could be attributed to its ability to balance traditional Indian sweets with
modern confections, catering to a wide consumer base and adapting to changing preferences.
Positive consumer perceptions around quality, taste, and authenticity contribute to a high
level of brand loyalty and trust in Haldiram's confectionery products.

The study may highlight the effectiveness of Haldiram's marketing strategies, both traditional
and digital, in reaching and engaging consumers, contributing to sustained brand visibility.
Understanding and catering to regional variations in tastes and preferences appears crucial for
Haldiram's, showcasing adaptability and cultural sensitivity in its product offerings.
Consumer preferences for specific retail channels may offer insights into Haldiram's

68
distribution strategy. A balanced approach across outlets, supermarkets, local stores, and
online platforms may contribute to its market reach.

The study likely reveals the importance of seasonal variations in driving sales, emphasizing
the need for strategic marketing and product promotions during festive periods. Haldiram's
commitment to consumer feedback for continuous improvement and innovation could be a
notable conclusion, highlighting its responsiveness to consumer preferences. Positioned
within a competitive landscape, Haldiram's success could be attributed to factors such as
consistent quality, product innovation, and effective differentiation from competitors. The
overall conclusion of this research paper is Haldiram’s is a famous brand in Indian snacks
industry, holding most of the market shares. The brand is well known and consumed for its
quality.

7.3 SUGGESTIONS:
 It can focus more on advertising to boost sales .
 Clearly define the objectives of the study, specifying the aspects of the confectionery
industry and Haldiram's that you aim to explore, such as market share, consumer
preferences, or marketing strategies.
 Conduct an extensive literature review on the confectionery industry, market trends,
consumer behavior, and previous studies related to Haldiram's. This provides a
theoretical foundation and helps identify research gaps.
 Outline the research design, including whether it's quantitative, qualitative, or a mixed-
method approach. Define the sampling strategy, data collection methods (surveys,
interviews, focus groups), and tools for data analysis.
 Investigate consumer perceptions and preferences regarding confectionery products in
India. Explore factors influencing purchasing decisions, such as taste, brand loyalty,
pricing, and packaging.
 Examine Haldiram's brand image and loyalty among consumers. Analyze factors
contributing to brand loyalty, including quality perception, advertising effectiveness, and
overall brand reputation.
 Evaluate the overall dynamics of the confectionery market in India. Examine market
trends, growth patterns, and potential challenges. Identify key competitors and their
market strategies.

69
 Explore regional variations in consumer preferences and cultural influences on
confectionery consumption. Determine how Haldiram's adapts its products and
marketing strategies to different regions.
 Examine Haldiram's marketing and promotion strategies. Evaluate the effectiveness of
both traditional and digital marketing channels. Assess the impact of promotions and
advertising on consumer awareness.
 Investigate the distribution channels used by Haldiram's, including company-owned
outlets, supermarkets, local stores, and online platforms. Analyze the efficiency of these
channels in reaching the target audience.
 Gather consumer feedback on Haldiram's confectionery products. Assess overall
satisfaction levels, identify areas for improvement, and understand consumer
expectations.
 Anticipate future trends in the confectionery industry and provide recommendations for
Haldiram's to stay competitive. This could include suggestions for product innovation,
marketing strategies, or sustainability initiatives.

7.4 SCOPE OF FURTHER STUDY

 The Scope of the study is limited to data collected from internet, websites, articles,
books etc.
 It is helpful for the competitors also as they can understand the marketing strategy of
Haldiram’s.
 Provide a comprehensive overview of the confectionery industry in India, including
its size, growth trends, major players, and key market dynamics.
 Analyze current trends within the confectionery sector, focusing on evolving
consumer preferences, innovations in product development, and emerging market
opportunities.
 Conduct a detailed analysis of consumer behavior in the confectionery sector. Explore
factors influencing purchasing decisions, such as taste preferences, brand loyalty, and
the impact of cultural factors.
 Examine the diverse range of confectionery products offered by Haldiram's. Analyze
the product portfolio, including traditional Indian sweets, chocolates, and other
innovative offerings.

70
 Explore the distribution channels used by Haldiram's, including company-owned
outlets, partnerships with supermarkets, local grocery stores, and the brand's online
presence. Evaluate the efficiency of these channels.
 Understand how Haldiram's adapts its products and marketing strategies to suit
regional variations in tastes and preferences across different parts of India.
 Assess the impact of seasonal variations on confectionery sales, particularly during
festivals and special occasions. Examine how Haldiram's capitalizes on these
opportunities.
 Gather and analyze consumer feedback on Haldiram's confectionery products. Assess
overall satisfaction levels and identify areas for improvement.
 The scope of the study is limited to marketing & promotion strategies of Haldiram
foods International Pvt. Ltd.

71
 APPENDICES

 REFERENCES
 Chakravarty, Anindita, et al. “Customer Orientation Structure for Internet-Based
Business-to-Business Platform Firms.” Journal of Marketing, vol. 78, no. 5, 2014, pp. 1–
23. JSTOR, http://www.jstor.org/stable/43785834. Accessed 31 Mar. 2016 .
 YANG, Qiong, and Zen-hua HU. “A RELATIONSHIP STUDY ON MARKETING
STRATEGY MANAGEMENT TOWARDS CUSTOMER RELATIONSHIP
MANAGEMENT AND PERCEIVED VALUE.” Acta Oeconomica, vol. 65, 2015, pp.
173–85. JSTOR, http://www.jstor.org/stable/24857728. Accessed 31 Mar. 2016.
 Zhang, Jason Q., et al. “CUSTOMER LOYALTY AND LIFETIME VALUE: AN
EMPIRICAL INVESTIGATION OF CONSUMER PACKAGED GOODS.” Journal of
Marketing Theory and Practice, vol. 18, no. 2, 2010, pp. 127–39. JSTOR,
http://www.jstor.org/stable/27821047. Accessed 31 Mar. 2016.
 PANT, PUSHPESH. “INDIA: Food and the Making of the Nation.” India International
Centre Quarterly, vol. 40, no. 2, 2013, pp. 1–34. JSTOR,
http://www.jstor.org/stable/24393273. Accessed 31 Mar. 2016.
 MALLAPRAGADA, MADHAVI. “The Wired Home: Commodified Belonging for the
Transnational Family.” Virtual Homelands: Indian Immigrants and Online Cultures in the
United States, University of Illinois Press, 2014, pp. 82–114. JSTOR,
http://www.jstor.org/stable/10.5406/j.ctt6wr6sr.8. Accessed 31 Mar. 2016.
 SINGH, SUKHPAL. “Institutional and Policy Aspects of Punjab Agriculture: A
Smallholder Perspective.” Economic and Political Weekly, vol. 47, no. 4, 2012, pp. 51–
57. JSTOR, http://www.jstor.org/stable/41419765. Accessed 31 Mar. 2016.
 Anitsal, Ismet, and David W. Schumann. “Toward a Conceptualization of Customer
Productivity: The Customer’s Perspective on Transforming Customer Labor into
Customer Outcomes Using Technology-Based Self-Service Options.” Journal of
Marketing Theory and Practice, vol. 15, no. 4, 2007, pp. 349–63. JSTOR,
http://www.jstor.org/stable/40470310. Accessed 31 Mar. 2012.

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 QUESTIONNAIRE

I am Aayushi Gupta, BBA Third year student of S.S. Jain Subodh P.G. College currently
doing as a part of my curriculum. As a part of my study I am doing a project on “STUDY OF
CONFECTIONERY INDUSTRY IN INDIA WITH SPECIAL REFERENCE TO
HALDIRAM’s”. I kindly request you to fill the following questionnaire.

1. What is your name ? _____________________________

2. What is your age?

Below 20 21 – 25

26 - 35 Above 30

3. What is your gender?

Male

Female

4. Are you aware about the Haldiram’s products?

Yes

No

5. Do you prefer local snacks?

Yes

No

6. How often do you purchase Haldiram’s products?

Daily Weekly

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 Monthly Rarely

Never

7. How did you first come to know about Haldiram’s ?

TV advertisement Online advertisement

In – store displays Through word of mouth

8. Which sweet you prefer most out of all the product range of Haldiram’s ?

Soan papdi Rasgulla

Gulabjamun Kaju Katli

Other sweets

9. Are you satisfied with the products of Haldiram?

Satisfied Neutral

Unsatisfied

10. What of these factors influence your buying behavior of Haldiram’s products?

Taste Packaging

Quality Price

11. Where do you usually buy Haldiram's products ?

General store Kirana store

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 Supermarket Haldiram outlet

Online

12. How do you find the quality of Haldiram’s sweets?

Excellent Good

Average Poor

13. Which competitor of Haldiram’s do you most prefer for purchasing products?

Bikano Bikanervala

Nathu’s Sweets Evergreen Sweet House

Others

14. Which category of Haldiram’s products do you prefer thde most?

Namkeens Sweets

Ready -To- Eat Meals Beverages

Others

15. Do you think that is there any significance difference between Haldiram’s and other
brands?

Yes

No

16. Would you like to recommend Haldiram others?

Yes

No

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 Any more information you would like to share regarding your perception about
Haldiram’s Products.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

THANK YOU

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