Red Ocean Strategy

OF

"NAMKEEN INDUSTRY"
Presented By:
Shruti
Achin Vasudev

INTRODUCTION
India second largest food producer in the
world.
Namkeen industry is most likely to double
itself in the coming 10 years.
Namkeen market cateogorised in 2 segments:
Organised
Unorganised

PLAYERS

LEHAR

Haldiram : 1937, sweet and namkeen shop,

Bikaner, Rajasthan.
First company, India to brand Namkeen.
Bikano : International brand.
An 100 year old company.
Lehar : 1996 with small packs and traditional
flavors, re-launched in 2006.

PRODUCTS
HALDIRAMS:
Shahi mixture
Corn flakes mixture
Bhujia
Kashmiri mixture
Khatta meetha

BIKANO:
Aloo bhujia
Aloo lachha
Dal moth
Tasty
Khatta meetha
Navratan mix

LEHAR:
Shahi mix
Chatpata mix
Nut cracker
Aloo bhujia
Navratan mix

MARKET SIZE

40%
60%

Branded Namkeens

MARKET SHARE

Lehar; 28%
Haldirams; 41%

Bikano; 31%

CUSTOMER PROFILE
Mainly the middle class and upper class
Lower class mostly depends on the local producers such
as Halwais
Full market coverage
Namkeen product needs three things:
Taste
Variation
Quality
Urbanites consume namkeen 10 times more than that
rural consumer

RISKS AND UNCERTAINITIES

CONCLUSION AND
RECOMMENDATION
Haldirams - The most strongest co. in terms of market
size, share, sales etc followed by Bikano and Lehar.
Brand awareness for Haldiram is very high
They could venture into corporate tie-ups at its various
outlets.
Set up mini outlets inside the multinational office
complexes.
Should need to increase positioning stratagies in
Namkeen industry.

THANK YOU!
QUESTIONS
IF ANY ?