The Foundation
Hailing from a small village in Bikaner, the founder Ganga Bhishen Agarwal used to sell bhujia in his father’s shop in 1918. He was initially called by the name Haldiram Ji. He started his first shop and made some changes in the flavours and the recipe which was enjoyed greatly among its customers leading its sales to increase day by day. Not only he had innovated the tastes of his product but also branded its new product smartly and then he named his nankeen snack ‘Dungar Sev’ as Dungar Singh being the popular Maharaja of Bikaner.
It was when he went to attend a wedding in Kolkata that he was struck by the idea of opening a shop and of branching out his Bikaner Bhujia business. As he began mushrooming the business in parts of Nagpur and some other capitals his business started to grow more and more which eventually initiated the success of Haldiram.
The Expansion of Business
So this was around the 70s and 80s when the founder expanded his business in New Delhi and Nagpur after setting it up in Kolkata.
His grandsons Manoharlal and Shiv Kishan took up the business of Nagpur and Delhi. Among all its branches the one in Delhi emerged to be the largest.
By 1993, the exports of the company’s products had expanded to more than 50 countries including the US.
Source: ajuniorvc
A variety of Products offered
Any business in order to thrive in the competitive world needs to change and advance along with the changing time. The one who changes with the time and goes with the flow is the one who holds an advantageous position. The same went with Haldiram too, earlier the company sold only Bhuia Namkeen but upon analyzing the trends and the demands of the consumers they began offering a variety of products like Haldiram Sweets, Haldiram Snacks, Pickles, Dry Fruits, Chips, etc. and began with the outlet restaurants in Noida, Delhi, Pune, Nagpur, and Kolkata.
Thus, the company is known as an Indian snack, sweets, and restaurant company. It still continues to innovate its products with new varieties and twists in its flavours.
The three brands and dispute
This family business was split into regions covering different parts of the country and handled by his grandsons.
- The territory of West and South India was handled by Mr Shiv Kishan Agarwal, creating the brand Haldirams Nagpur.
- The territory of North India was handled by Mr Manohar Agarwal and Madhusudan Agarwal, creating the brand name Haldirams, and
- The territory of East India was provided to Mr Prabhu Shankar Agarwal and Ashok Agarwal who had to rename their brand as Prabhuji: From the house of Haldirams.
Source: thebrandsofindia
It was in the 90s when the East territory of the company filed a case against the other two companies for using the brand name ‘Haldiram’ for their products.
However, in 2013 the court ruling gave the judgment and asked the East territory company to remove or banned that branch from using ‘Haldirams’ as the brand name on any of their products, while the other two companies could retain the brand name ‘Haldirams’ on their products.
This was the reason why the East territory of the company had to rename its brand as ‘Prabhuji: From the House of Haldirams’.
While the other two companies have flourished over the decades but the several legal issues in which the East territory is entangled have affected their resources and business negatively.
The other two territories of the company - Haldiram New Delhi and Halidram Nagpur have set up their respective brand names not just in India but also in foreign lands like Europe, Central Asia, the USA, and southeast Asia.
Source: thebrandsofindia
The Haldiram New Delhi turned the business into a full-fledged international business with the introduction of a hi-tech manufacturing process, this advancement assisted the business in
the reduction of labour-intensive work and production on a massive scale.
This Branch also signed a franchise deal with the world’s second-largest bakery chain Brioche Doree, this French bakery with the bakery arm of Haldirams ‘HR Bakers’ opened its first vegetarian bakery in New Delhi.
Source: thebrandsofindia
The Haldirams Nagpur went on to emphasize more on the manufacturing and distribution of the Namkeen products worldwide. It also ventured big-time into packed food products, ready-to-eat, and even beverages. It also has retail outlets with a combination of the sales space and the eatery for customers. It has concentrated more on occupying a maximum of the shelf space in supermarkets and in online space rather than opening up restaurants.
Now, this was the very first brand to be set up in the Haldirams trilogy, but the various legal suits in which it got entangled led this branch to lose sight of business. Even though Prabhuji shows a lot of potentials but it is only time that will answer the question of the family members will be able to streamline and run the business effectively.
Written By: Devangi Sharma
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