NSU Research Contributions

Title : Haldiram’s in India

Authors : Jashim Uddin Ahmed, Asma Ahmed, Niza Talukder, Farzana Haque Anika, Ishrat Sultana

Abstract : The Indian snack market is a promising and booming sector with a surge in consumer consumption of an array of snacks. The market has been growing since several years, but the past 2 years have been marked by notable growth. A leading player in the snacks industry, Haldiram’s, an already prevalent name in India, has been catering for the needs of the evolving consumer demand patterns since 1937. This case starts with a description of India’s snacks market and Haldiram’s standing as a company with dominant market share. In addition to discussing the competitive landscape and challenges, the case evaluates Haldiram’s offerings using the 7Ps (product, place, price, promotion, people, physical presence and processes) of marketing mix and growth strategy options using Ansoff Matrix. As Indians are getting introduced to new global delicacies and flavors, their taste buds are changing, and a certain group of consumers are shifting towards healthy snacking options. The case sheds light on this whole new dimension and how Haldiram’s can keep pace with evolving trends in the snacking industry.

Journal : Journal of Operations and Strategic Planning	Volume : 3	Year : 2020	Issue : 2
Pages : 240-256	City :	Edition :	Editors :
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