Haldiram’s

Haldiram’s has built an unparalleled legacy in the Indian snack market, becoming a household name without relying on flashy advertisements or celebrity endorsements.

Unlike its competitors—Bikaji, which features Amitabh Bachchan, or Prabhuji Sweets and Namkeens, endorsed by Shah Rukh Khan and Rashmika Mandanna—Haldiram’s has grown through product consistency, smart pricing, and deep-rooted consumer loyalty.

The Power of Consistency & Quality

One of Haldiram’s biggest strengths is its single taste formula, ensuring that its signature products—whether bought in Delhi or Mumbai—taste the same. This uniformity has made the brand a staple in Indian homes. According to Sandeep Goyal, Chairman of Rediffusion, this consistency, combined with stable pricing, has cultivated a devout fan base that doesn’t need advertising to stay loyal.

“When families find their favorite bhujiya missing, they immediately notice and complain. That level of attachment speaks volumes,” Goyal explains. “Here, the product itself tells the story—no advertisements required.”

A Legacy of Excellence Since 1937

With nearly nine decades in business, Haldiram’s has mastered the art of dominating its category. Industry expert KS Narayanan credits the brand’s early success to its strategic approach—offering not just snacks but also a full-fledged dining experience.

By setting up landmark outlets on the outskirts of Delhi and Gurgaon, Haldiram’s expanded beyond packaged snacks to serve popular Indian delicacies like kachoris, chole bhature, and samosas, strengthening its market presence.

Smart Pricing & World-Class Packaging

Haldiram’s success extends beyond its products to its smart pricing strategy. The brand caters to all price points, offering packs ranging from ₹5–₹10 snack-size portions to bulk packs of half a kilo and more.

This affordability has helped it penetrate the FMCG sector effectively. Narayanan also highlights Haldiram’s investment in high-quality packaging, which has elevated its appeal and trust among consumers.

Haldiram’s Restaurants: A Growing Sensation

Haldiram’s is no longer just about packaged snacks—its restaurants have become a major attraction. These outlets serve North Indian, Punjabi, and chaat dishes, further strengthening its reputation. The popularity of its food recently caught the attention of viral food critic Uncle Roger, known for his meat-loving preferences.

“Uncle Roger in Delhi, India, and I try my favorite local food place,” he shared in an Instagram post, pointing to a Haldiram’s signboard. “This is the only vegetarian food Uncle Roger likes.”

A Thriving Business Without Ads

Despite its minimal advertising efforts, Haldiram’s posted an impressive ₹12,800 crore revenue in FY24, with a profit after tax of ₹1,400 crore, according to an Economic Times report. Additionally, a Reuters report (March 31, 2024) revealed that investors Alpha Wave Global and International Holding Co (IHC) acquired a stake in the company shortly after Singapore’s Temasek picked up a 10% share.

From Bikaner to Global Success

What began as a small store in Bikaner, Rajasthan, in 1937, has now expanded into a global snack empire. Today, Haldiram’s offers hundreds of namkeen and mithai varieties while successfully operating restaurants and international markets—all without depending on advertising. Its recipe for success? Unwavering quality, smart pricing, and deep-rooted customer loyalty.