How the Haldiram Family built the billion dollar Snack brand.
Every evening with tea we always like snacks, don't we ?
Yes, we like it, but do you know bhujia which was once sold for just 2 paisa in a local market?
The famous Haldiram was born in Bikaner in a small town. He learnt Bhujia from his mother at the age of 12. He used to sell it for 2 paisa at local markets. Soon, it became popular in Rajasthan as he named his Bhujia on the name of the king, Dunger Sev name, which quickly grabbed the audience for his snack.
Soon his business skyrocketed across Rajasthan, his life was on a great path. A sudden shock hit his family as family conflicts intensified, which led haldiram to leave his home along with his wife and 3 children.
Soon, heart-broken haldiram didn't give up. After a few days, he started the moong dal business, which had high demand and helped his family to survive. Days finally passed by, there was a day when he decided to further sell his Bhujia again. By god's grace and luck, his relaunched snack quickly hit the local market saying Haldiram is back again. Soon these words became so popular which reached every household.
The legacy continued by his sons
His sons had already established Haldiram's business; one of his sons saw an opportunity in Kolkata, where Bhujia was new and fresh. He started Bengali Mixture, which became famous across Bengal and the brand became famous.
Haldiram’s 2nd son saw an opportunity in Nagpur where people liked sweets and South Indian dishes a lot. They introduced sweets, snacks, with flavours resonating with local culture.
3rd son started a business in Delhi, which eventually got burnt due to riots, but he didn't give up, and again he built a massive-scale business.
Strategies of Marketing
*Finding local flavours and matching the culture.
* Strong Nitrogen package which improved the long shelf life of Indian products.
* Colour Psychology with attractive packets which make people feel glamorous.
* Distributors, retailers.
* Naming after the King's name.
* Finding the right gaps in the business markets.
Today Haldiram Business has more than 83,000 crore net worth as of 2026 across 80 countries.
