When we say Bhujia, which brand comes to your mind? Chances are Haldiram’s pops on your mind. Because, obviously that’s how you are here reading this blog. But isn’t it just fascinating to see a snack brand with so much customer loyalty? The reason lies in their storytelling. They always show how rooted they are.
And that’s not it. There are a lot of factors that have made Haldiram’s what it is today. Read this blog till the end to know.
Table of contents
- How Haldiram’s Started
- Marketing Mix
- Standout Marketing Strategies
- Conclusion
- Frequently Ask Question
How Haldiram’s Started
Haldiram began its journey in 1937, founded by Ganga Bishan Agarwal in Bikaner, Rajasthan. It started as a modest shop selling ‘bhujia,’ a crispy snack made with gram flour and spices. At the time, there was a lack of high-quality, hygienically prepared traditional snacks and Haldiram’s stepped in to fill this gap. The goal was simple—offer authentic Indian flavours with uncompromising quality.
What started as a small-town business quickly gained popularity due to its unique recipe and consistent taste. Over the decades, Haldiram expanded its product line to include items, such as sweets, namkeens, ready-to-eat meals, frozen foods and beverages. The brand successfully blended tradition with innovation, addressing changing consumer needs without losing its cultural roots. Today, Haldiram’s products are sold in over 60 countries, including the UK, USA, Australia, UAE and Japan, making it a global powerhouse in the food industry.
Marketing Mix
Haldiram’s surely offers excellent products. But their success is not just because of the product. It was because they cracked the perfect marketing mix. Let’s break it down using the 7 Ps of marketing:
1.Product
Haldiram’s product strategy revolves around variety and authenticity. From traditional bhujia and soan papdi to modern snacks like nachos and frozen samosas, the brand caters to diverse tastes. It also focuses on quality, ensuring products are fresh, tasty and hygienically packed. By offering products for every occasion—be it festivals, family gatherings or quick snacks—they’ve built a connection with their customers.
2. Price
The brand’s pricing strategy caters to a broad audience. While maintaining affordability for the middle class, Haldiram’s also offers premium sweets and gift packs for high-end customers. This balanced pricing model ensures that the brand attracts both value-conscious and premium buyers.
3. Place
Haldiram’s has one of the strongest distribution networks in India. Its products are available in local kirana stores, supermarkets, hypermarkets and modern retail chains. The brand has also built a strong presence in international markets, targeting NRIs and global consumers who crave Indian flavours. Additionally, Haldiram’s operates exclusive retail outlets and restaurants in major cities, further boosting its accessibility.
Promotion
Haldiram’s promotional strategies are a mix of traditional and modern approaches. From TV ads showcasing cultural values to social media campaigns targeting younger audiences, the brand covers all bases. They also focus on festive promotions and seasonal discounts, keeping their products top-of-mind during celebrations.
People
Haldiram’s emphasises customer service, especially in its restaurants, where staff training ensures a great dining experience. Internally, the brand fosters a culture of quality and consistency, ensuring employees stay motivated and aligned with the company’s vision.
Process
From sourcing raw materials to packaging and delivery, Haldiram’s follows stringent processes to maintain quality. Automated production lines and strict quality checks help deliver consistent products that consumers trust.
Physical Evidence
Packaging plays a big role in Haldiram’s branding. The vibrant and traditional designs reflect the brand’s Indian roots while appealing to modern buyers. Their restaurants also offer a clean and welcoming atmosphere, blending heritage with contemporary aesthetics to enhance the dining experience.
Standout Marketing Strategies
Marketing helped them stand out from the competition and stay visible in this extremely competitive snack market. Let’s look at their standout strategies.
Festive Campaigns
Haldiram’s is a brand that takes pride in our culture and wants to keep the tradition intact. That’s why they keep coming up with festive campaigns to celebrate the essence of our traditions.
With this philosophy in mind, they released a campaign during Raksha Bandhan called “Pyaar Ka Tohfa” which focused on celebrating sibling bonds. The emotional storytelling approach followed by them appealed to families all over India.
Take a look at the campaign here :
For Holi also they did a campaign called “Khulke Khilao campaign” with the same emotional storytelling approach. They portrayed their products to be delicious in a smart way.
You can see a guy distributing delights from Haldiram’s to everyone just so they don’t put colours on him. In the end, you say he did all this because he wanted his crush to put colours on him before everyone else.
Digital Expansion
Haldiram’s didn’t lag behind in the digital era. They expanded their presence across platforms like Instagram and Facebook, targeting millennials and Gen Z. Their social media strategies focused on engagement—running contests, sharing recipe ideas and featuring influencer collaborations.
View this post on Instagram
They are also available on quick commerce platforms. This shows their adaptability towards changing market conditions.
Their website also receives active traffic of about 6 lakh followers.
Influencer Marketing
Despite being such a well-known brand, they didn’t shy away from influencer marketing. They know the younger generation follows influencers and a collaboration can get them huge visibility. Hence, they strategically partner with influencers to increase their brand visibility.
View this post on Instagram
Conclusion
Haldiram’s story is a perfect example of how blending tradition with innovation can create marketing magic. From emotional ad campaigns to digital engagement, every move has been strategic and impactful. Their ability to stay relevant while honoring their roots makes them a benchmark for brands looking to grow without losing authenticity. If you are not sure how to approach marketing for your brand, we can help you. As a digital marketing company, we bring years of experience doing marketing for 200+ brands. Just reach out to us at hello@florafountain.com
Frequently Ask Question
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...