Haldiram From Bikaner Bhujia to a Global Snacking Powerhouse

From a small namkeen shop in Bikaner in 1937 to a global snacking empire, Haldiram has built its success on taste, tradition, and trust while evolving into one of India’s most iconic FMCG brands.

The Humble Beginnings in Bikaner

Haldiram’s journey began in 1937 when Ganga Bishan Agarwal, fondly known as Haldiram, reimagined the traditional bhujia. Instead of the thick moth dal version, he created thinner strands made of moong dal, offering a crispier and more refined snack. This small but significant innovation set Haldiram apart from local halwais and namkeenwalas in Bikaner, laying the foundation for a brand-led snacks industry in India.

Expansion Across Cities and Categories

From its roots in Rajasthan, Haldiram gradually expanded to Nagpur, Delhi, and Kolkata. Each branch of the family carried the brand’s legacy forward, establishing strongholds in different regions. Over time, Haldiram moved beyond loose bulk sales into branded packaged products, ensuring hygiene, consistency, and mass appeal. What started as bhujia and namkeen soon grew into an extensive portfolio that included sweets like soan papdi and kaju katli, frozen parathas and curries, chips, puffs, instant mixes, and even quick-service restaurants serving authentic Indian thalis and chaats.

A Brand Built on Trust and Taste

For decades, Haldiram relied less on heavy advertising and more on the power of word-of-mouth. The brand became synonymous with purity and homemade taste at scale. Its familiar tagline Taste the Tradition reflected the promise of authenticity while campaigns like When guests come home, serve Haldiram strengthened its position as the trusted choice for family gatherings and festive occasions. Today, the brand embraces digital campaigns, influencer partnerships, and festival-driven marketing, yet the emotional equity built over generations remains its strongest pillar.

Affordable Yet Aspirational

Haldiram’s pricing strategy has always balanced accessibility with premium appeal. From ₹10 trial packs of namkeen to gift boxes priced over ₹1,000, the brand has ensured that there is a product for every consumer and every occasion. This value-for-money approach has allowed it to dominate the mass market while also thriving in premium gifting and festive segments.

Distribution and Global Reach

With over a million outlets across India and exports to more than 100 countries, Haldiram has one of the most robust FMCG distribution networks in the country. Its products are found in general trade shops, modern retail, e-commerce platforms, and even frozen sections of supermarkets worldwide. Alongside this, over 100 Haldiram restaurants and QSR outlets across metros and Tier-2 cities reinforce its presence in Indian food culture. For the global Indian diaspora, Haldiram has become a taste of home.

Meeting Modern Challenges

As consumer preferences shift toward healthier and more convenient snacking, Haldiram has diversified into baked sev, millet-based snacks, and low-fat bhujia. The brand has strengthened its presence online through D2C platforms and delivery tie-ups with Swiggy and Zomato. Its restaurants have adopted digital-first designs and modern aesthetics, ensuring relevance with younger audiences. Despite occasional challenges around regulation, competition, and brand fragmentation across regions, Haldiram’s adaptability has kept it ahead in the race.

A Beloved Household Name

For millions of Indians, Haldiram is not just a snack brand but part of cultural memory—train journeys with bhujia packs, festival gifting of soan papdi, or late-night family feasts with ready-to-eat curries. Its ability to combine taste-led trust with modern innovation has made it one of India’s most resilient and beloved FMCG players.

Legacy and Future Growth

As of 2025, Haldiram generates over ₹10,000 crore in revenue across its entities and ranks among the top three snacking brands in India. With an expanding global footprint, a strong QSR business, and increasing focus on healthier categories, the brand is eyeing new opportunities including a potential IPO and greater professionalisation. From Bikaner’s narrow lanes to supermarket aisles across the world, Haldiram continues to embody the perfect blend of tradition, scale, and timeless appeal.

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