An insightful and aesthetically appealing presentation on India's leading organized food brand - Haldiram, its marketing strategies as well as sales and distribution techniques.

1. P R E S E N T E R S :
K A R A N J A I N
A A N G I S H A H
A S M I TA C H AW L A
P I Y U S H KO C C H A R
Sales and Distribution
Presentation

2. OBJECTIVES :
• To study the company's history and background.
• To study the marketing strategies used by the company in rural area.
• To study the marketing strategies used by the company in urban area.
• To study the distribution channel used by the company.
• To study the future plans of the company in terms of expansion and growth.

3. Founded in 1937 by Ganga Bhisen Agarwal as a retail sweets and namkeen shop in Bikaner, Rajasthan.
It has expanded its presence to more than 50 countries worldwide, starting with US in 1993.
It has over 400 products ranging from sweets to savouries and even frozen food.
Haldiram’s revenue grew 13% to cross Rs 4,000 crore in 2016-2017.

4. OFFERINGS:
Source: www.haldirams.com
# Fact –Tesco, Carrefour,Walmart, Spinneys – Haldiram is available everywhere

5. MARKETING STRATEGIES
• The tremendous success of Haldiram lies in its ‘authentic taste’ be it Bikaneri Bhujiya, South
Indian Murukku or Bengali Rossogulla.
• Every product is manufactured in-house and monitored closely by the management.
• Uniformity in Quality andTaste (Promotion)
• Years of experience (Promotion)
• Competitive Pricing
• Attractive Packaging
• Excellent Distribution

6. CORE SALES FOCUS
PULL
STRATEGY
Entering
new
target
markets
New
products
and
services
Up sells
and Cross
sells
Boosting
repeat
business
Haldiram
Delhi
(North India)
Nagpur
(West – South)
Kolkata
(East)
The owners Agrawals now do their business under several brand
names and have distributed their sales geographically
• Haldiram’s Manufacturing
• Haldiram Foods
• Haldiram Bhujiawala
# Fact – Haldiram has several schools and hospitals to its name.
Source: www.monkeyscandal.com

7. PACKAGING MATTERS
# Fact - Haldiram was the first company to brand namkeens and sweets.
• ‘6 months on shelf, 6 seconds in your
mouth.’
• Tin Packaging
• Nitrogenous Packaging
• Convenience Packaging
• Fancy Packaging
• Sachet Packaging
• Disposable Packaging

8. PRICE AFFORDABILITY
• Due to the highly unorganized market of namkeens and sweets in India, Haldiram has always
resorted to competitive pricing.
# Fact - Haldiram makes more money in India than McDonalds and Dominos combined.
PackWeight (in
gms.)
Average Price (in
Rs.)
30 gms 5
85 gms 10
180 – 250 gms 18 – 35
400 – 500 gms 40 – 70
1000 gms 95 – 200
Source: Gazal Gupta’s Report, ISB Hyderabad

9. PROMOTIONS
# Fact – In 2015, Haldiram promoted PRDP movie logo on over 2 crore snack packets.
Haldiram has always adopted traditional advertising, but with
times it has tried inculcating new methods of sales promotions.
• Online promotions (Urban Centric)
• Outdoor Advertising (Rural Centric)
• Print Advertisements (Rurban Centric)
• Movie Advertising (Rural and Urban both)
• Television Commercials (Overseas centric)
• Attractive Brochures / Mailers (Corporates)
Source: Social Media Analytics

10. Source: Youtube.com Haldiram Official

11. DISTRIBUTION FIGURES
Manufacturer
C&F Agents
Distributors
Retailers/Malls/Outlets
Consumers
3
50
1075
6,00,000+
Source: www.icmrindia.org
Margin levels
5%
8-10%
14-30%
# Fact - Haldiram is world’s No.1 producer & exporter of Indian sweets and namkeens.

12. DISTRIBUTION CHANNELS
OFFLINE MEDIUMS
• Retail outlets
• Casual dining
• Quick service restaurants (QSRs)
• Kiosks
# Fact – Haldiram commands over 80% market share across 2200 outlets in the US.
Casual Dining , Haldiram Delhi
A QSR Outlet, Haldiram Nagpur

13. ONLINE MEDIUMS
• Website
• The Haldiram App
• OnlineTieUps (PayTM)
• E-Catering (Indian Railway)
• E-Commerce (Amazon, Flipkart)
Haldiram App
IRCTCTie Up

14. FUTURE CASE OF HALDIRAM
• Haldiram’s to add 150 stores through Franchise
India; to expand south and west
• The company for the first time has taken the
franchise route to expand its business.
• Tackling competition from Paper Boat, Lehar,
Bikaji and international snack brands
• Brand penetration and innovation
Source: www.thehindubusinessline.com
# Fact – Haldiram has a growth rate of 25% and 40% in Indian and abroad markets.

15. THANK YOU