Abstract

The case examines the evolution of Haldiram’s from a small sweet shop in a remote part of India to a major manufacturer of ready-to-eat snack foods in India. The key elements of the Haldiram’s marketing mix, which transformed the company into a leading manufacturer and marketer of namkeens and sweets, have been discussed. The case also examines the issues that Haldiram’s must address to compete effectively with domestic and multinational players in the snacks food market in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Significance of the different elements of the marketing mix in building a leading brand.

Keywords

Haldiram, small sweet shop, ready-to-eat, snack foods, marketing mix, namkeens, sweets, multinational players