A $1 billion bite: When it comes to crunch desi snack packs are 'King' for Haldiram’s
In the year ended March 2023, Haldiram's snacks sales hit ₹9,215 crore ($1.1 billion), a 19% increase from a year ago, according to Nielsen data cited by industry officials. In comparison, PepsiCo's snack sales were ₹6,430 crore ($773 million) while Gujarat-based Balaji Wafers took in ₹5,296 crore ($637 million).
Haldiram's overtook PepsiCo about five years ago to become the country's largest snack brand, and has since widened the sales gap.
It now has a 21% share in the ₹43,800-crore snack food market, compared to 15% for Pepsi, while nearly 40% is controlled by over 3,000 smaller or regional players.
The family-run group is operated as three separate entities — Haldiram's Snacks (north), Haldiram's Foods (west and south), and Haldiram's Bhujiawala (east) — after the Agarwal family split the business geographically among themselves in the 1990s.
«We have remained focused on our quality and pricing even when inflation hit our margins. While small packs helped reach rural markets, our brand is consumed both out of home and in-home, unlike most other products that are largely used outdoors,» said Neeraj Agrawal, director at Haldiram's.
Haldiram's crossed a billion dollars in revenues two years ago, but this included restaurant revenues, which account for a fifth of their sales.
