PROJECT REPORT ON

“THE DISTRIBUTION CHANNEL OF

HALDIRAM AND MARKET POTENTIAL AND
SUGGEST STRATEGIES TO INCREASE ITS
MARKET SHARE”

(SUBMITTED IN PARTIAL FULFILMENT TO

AWARD
BACHELOR OF BUSINESS ADMINISTRATION)

INSTITUTE OF INFORMATION TECHNOLOGY AND

MANAGEMENT
D-29, INSTITUTIONAL AREA, JANAKPURI, NEW DELHI

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

NEW DELHI

PROJECT GUIDE: SUBMITTED BY:

Mrs. Anamica Chopra Kumar Abhishek
(Mgt. Dpt.) 0371371704
 CE

This is to certify that

Distribution Chann
Potential and Sugg
Market Share” is a
Abhishek , Roll no
 ACKNOWLEDGEMENT

I express my sincere gratitude to Mrs. Anamica Chopra,

under whose guidance I pursued my project and without
whose kind help this project would not have been possible.

I would also like to express my sincere thanks to all

respondents for their cooperation. I am extremely obliged
and highly thankful to all those who have contributed to
completion of this project in my ways.

KUMAR ABHISHEK
BBA 6TH
 CONTENTS

1. EXECUTIVE SUMMARY

2. INTRODUCTION
► COMPANY PROFILE

3. RESEARCH OBJECTIVE

4. RESARCH METHODOLOGY

5. PRODUCT PROFILE

6. COMPANY DISTRIBUTION CHANNELS

7. FINDINGS

8. LIMITATIONS

9. CONCLUSIONS

10. SUGGESTIONS

11.ANNEXURES
► QUESTIONNAIRE
► BIBLOGRAPHY
 EXECUTIVE SUMMARY

This project is on Haldiram marketing strategies and

marketing mix undertaken to get in depth knowledge about
namkeen industries especially Haldiram. This project has
been discussed in 11 chapters

In 2nd chapter I have given the introduction and company

profile of the company, in the 5th chapter I have discussed
the product profile, in 6th chapter I have talked about
company’s distribution channels whereas in 7th , 8th , 9th ,
10th , chapter I have talked about the findings, limitations,
conclusions and suggestions respectively.

The data is collected and is analysed under following

heads: brands, price, product etc. In analysis I have
discussed about current consumer behaviors. This project is
concluded on the basis of analysis made and it reveals that
Haldiram has great market share in namkeens and syrps
especially.
 INTRODUCTION

COMPANY PROFILE

“HALDIRAM” – a name associated with discerning

consumers for sweets and namkeens for past six decades in
India and abroad. It made its modest start in the beginning
of way back in 1941 in Bikaner, a state of Rajasthan. The
brand name HALDIRAM BHUJIYAWALA was
introduced during pre-partition era – 1941, subsequently
the reach was extended to eastern pert of India i.e. ,Kolkata
in 1958, further consolidated to western India also at
Nagpur in 1968 and from there it never looked back and
ventured first major step in this direction by opening up a
in Chandni Chowk in 1983, the main hub of commercial
centre is in Delhi. The prime focus was to serve sweets and
namkeens amongst direct consumers and the trade.

Haldiram Originated in blue year 1902 at Bikaner in

Rajasthan. During its earliest year it was lead by three
brothers Shri Moolchand , Shri Satyanarayan and SHRI
Ramesawar. Shri Moolcahnd and his four sons namely Shri
Shiv Kishan, Shri Shiv Ratan, Shri Manohar Lalan and Shri
Madhusudan diversified into different territories of India.

Encouraged by tremendous response of consumers,

‘HALDIRAM’ decided to go for up-gradation on
technology, packin, production etc. with the installation of
plant machinery of of order of best available state –of –the
art technology and sophistication. Through dint of hard
work, complete dedication, uncompromising quality, -
‘HALDIRAM’ became a part of each family.
 GROWTH PLAN

In 1992, when ‘HALDIRAM’ turned itself into a group

segment, a most sophisticated
manufacturing centre cum showroom was established at
Main Mathura Road, New Delhi under the banner
‘HALDIRAM MANUFACTURING COMPANY
LIMITED’ which was a run away success. The Haldiram
group three sister concerned established at Bikaner, New
Delhi and Nagpur. All three are originated from ancestors
in Bikaner, Rajasthan. Now the three concerns operates in
different states of India.

The New Delhi unit caters to Punjab, Haryana, Uttar

Pradesh, Bihar, Jammu &Kashmir , Himachal Pradesh and
part of Assam. The firm at New Delhi runs four firms
offering different products-

Haldiram Manufacturing Co. Ltd. : Namkeens

Haldiram Marketing Ltd. : Sweets

Haldiran Snacks (P) Ltd. : Papads

Haliram India Pvt. Ltd. Syrups & Sharbats

The company also has three show rooms in Delhi, located

at Main Mathura Road, Lajpat Nagar and Chandni Chowk.
These offer variety of fast foods as well as traditional
foods.
Trust in quality is an obsession which is being enjoyed by
million of families. The quality of salty snacks and
scrumptious sweets , met the international standard and
speak for itself. To sustain in competitive market,
“HALDIRAM” has endeavored stress on quality, packing,
shelf life, competitive price with special emphasis on
consumers satisfaction and its lingering taste is amongst the
best available in the world. Haldiram showroom has
become the most sought after one and is catering to the
choice of millions to their utmost satisfaction with retention
of trust reposed and presence felt. To say the least, amongst
the sweets and namkeens, we can modestly say “you name
it-we have it”.
During 1993,preparation of different varieties and flavours
of syrups and crushes was undertaken under the brand
name of “HALDIRAM”. Its marketing was undertaken in
the Northern region of the country and was well received
with success. Encouraged by the overwhelming response
from the lovers of “HALDIRAM’ the group decided to
spread its wings in others part of Delhi to reach the
consumers more easily.
The group hence opened another
Show room at Lajpat nagar on the main road during March,
1999 which is being welcomed and appreciated by the
customers of South delhi who have constraints to reach
Matura road.
 EXPORTS

“HALDIRAM” Group foresighted the growth

potential in fast food industry which was taking
shape by leaps and bounds.
‘Namkeen’ was one of the areas which was most
sought after and the group, without lagging behind,
had set up a most modern plant adjacent to the Show
room at Main Mathura road exclusively for the
manufacture of ‘Namkeen’. This plant was set up in
the year 1997 under the stewardship of Mr. Pankaj
Agrawal, a young dynamic entrepreneur with a flair
of modern management, leadership, open vision,
result orientation. By virtue of Mr. Pankaj Agrawal,
who is the managing director of HALDIRAM
GROUP, the packaging, quality, competitive pricing
etc. has become the hallmark of ‘HALDIRAM’
Namkeen and with the installation of plant and
machinery from U.S.A. the company also started
manufacturing potato products and has been able to
get increased share of the market amongst stiff
competition.

Needless to say that the company is

exporting its products to various parts of the world
viz. U.S.A., Canada, U.K., Europe, Middle East, Far
East, Moscow, Australia, Newzealand, Srilanka,
Nepal, Japan, Thailand, etc. and are on the threshold
of penetrating other parts of the world.

It is encouraging to note that the group is receiving

positive enquiry’s from amongst the prospective
clients abroad and is quite confident to meet their
demand fully with positive attitude, personalized
service and with quality products. Continuous efforts
are being initiated to make sure that we reach the
untapped markets abroad and earn foreign exchange
for our country.
 FUTURE PLANS
Looking at the tremendous scope in the fast food
industry though competition from MNCs and other
giants in the field,the group has an ambitious project
on Delhi-Jaipur Highway at Gurgaon to undertake
manufacturing of whole range of products which will
house manufacturing facilities, restaurant, Show
room etc. and will satisfy the customers to their
ultimate around the World, having edge over the
others.

MISSION
Our perpetual consistent quality, best packing
strategy, vast market coverage and the number of
years of experience have given us a cutting edge vis-
à-vis our competitors. Our natural ilk to improve our
performance and quality with each passing year has
taken us way ahead of our nearest competitors. The
people at HALDIRAM’s are very sensitive and our
customer friendly about the complaints, which infect
is a rare occurrence from the customers and dealers.
 RESEARCH OBJECTIVES

To find out the distribution channel, market share and

market strength of Haldiram’s Namkeen and suggest
strategies to increase its market share.
►To study present snacks market
►To find out the namkeen potential market.
►To find out the market share of Haldiram’s
Namkeen in comparison to Bikano, Crax, Lehar, and others
►To find out the brand and pack availability in the
availability in the respective market .
►To identifythe ‘Distribution Network’ of Haldiram
Products.
►To get overview of sales scenario of the Haldiram’s
Brands vis a vis its competitors.
►To judge the awareness level of retailers regarding the
various flavors of namkeens.
►To analyse the retailer criteria for promoting any brand
and the needs and problems of retailer.
►To collect ideas and suggestions from the market.
►To find out the future market potential of namkeens.
►To find out strength of Haldiram and do SWOT analysis
of Haldiram’s namkeens.
►To suggest strategies to increase the market share of
Haldiram’s namkeen.

These objectives were achieved by following a well

thought out plan and defining the problem for each
objectives separately. Sampling and other statistical tools
were considered for achieving the given objectives.
 RESEARCH METHODOLOGY

Problem Identification:-
The project do find out the market share of
Haldiram’s namkeen in Delhi and suggestion how to
improve.

Collection Method of Date:-

The source of data collection was primary data which was
collected by personal interview, aided by structured
disguised questionnaire.

Area :-
Field work was carried out for the Haldiram Marketing Pvt.
Ltd., in Delhi for the analysis of market potential of
namkeen.

Sample Size:-
Daily around 10-20 retailer were interviewed. Therefore the
whole exercise took around 14 days.
Almost all the respondents were very helpful and
forthcoming with the information.
 PROBLEM DEFINITION

І) To study the present namkeen market (Haldiram Vs.

Competitors)
In order to achieve the given objected data is collected from
various sources. For calculating the market share of
Haldiram and its competitors.

1) Data is collected on the following important bases.

► Various companies namkeens are available on outlets in
that areas etc.
► Product quality of various companies namkeens in
comparison to Haldiram’s namkeens.
► Product range of various companies namkeens in
comparison to Haldiram’s namkeens.
► Stock availability.
► Stock level.
►Annual sales figure of various outlets in that area etc.
From various localities choosen for the survey.
East of Kailash
Garhi
INA
Karol Bagh
Anand Parbat
Munirika village
Ashram
Sunlight colony I and II
Kalkaji
Lajpat Nagar
Sant Nagar
Vasant Vihar
Shrinivas puri
Katwariwa sarai
New Rajendra nagar
Market Research to find out the namkeen potential outlets.
Marketing Segmentation
Pan Shop
Tea Stall
General Store
Provisional Store
Hotels, Bar & Restaurants
Confectionary
Sweet House
Bakeries
Cold Drinks

Asking Individually from shops of each segment whether

they are willing to sell Haldiram or its competitors or both
by doing this we can know the potential market.
Ш. To study tha samples distribution network in a
particular area.
► By studying the routes of sample market where only
tempo and tricycle can approach.
►By studying the route of sample market where only
bicycle can approach.
► By plotting all the areas of importance on the map of
that locality and also pointing out all the a,b,c,d class.
A-class : Sales above 20 kg. per week.
B-class : Sales above 10 kg. to 20 kg. per week.
C-class : Sales above 1 kg. to 10 kg. per week.
D-class : Sales below 1 kg. per week
 DATA COLLECTION METHOD

DATA SOURCES :
Primary as well as secondary data sources r used
to make project efficient and fruitful.
Primary sources of data;
a) Observations
b) Questionare

Secondary sources of data

a) Company’s catalogues
b) Company’s route card
c) Copmany’s website
d) Business magazines and newspapers

SEARCH INSTRUMENTS
A) Observations :
Careful observations of all the outlets have been done
to find out the locations visibility, house keeping.

B) Questionnare :
Structure non disguised questionnaire and structured
disguised questionnaire has been used to collect the
information about the outlets, annual sale, stock
availability, stock level etc.
Data Collection Method adopted to consult of constructed
questionnaire ask from several shopkeepers about tha brand
of namkeen they sell i.e. Haldiram, Bikano, Lehar, Crax
etc. The question generally ask to achieve the desired
objectives were :-
1) Which company’s product range is good?
2) Which company’s product quality is good?
3) Which company’s price range is good?
4) How much stock they have maintain at that time?
5) What’s there annual sale?
6) Whether they are willing to sale Haldiram or its
competitors or all other namkeen?
The above mentioned questions were asked from the
retailers of surveyed sample market and data collected were
analysed to come to any conclusion.
 INTERNATIONAL MARKETS

COUNTRY

1) U.S.A
2) U.K
3) Germany
4) Spain
5) Holland
6) Switzerland
7) France
8) Italy
9) U.A.E
10) Kuwait
11) Qatar
12) Bahrain
13) Saudi Arabia
14) Australia
15) New Zeland
16) Japan
17) Srilanka
18) Thailand
19) Singapore
20) Phillipines
21) Nepal
22) Botswana
23) West Indies
 FINDINGS

SWOT ANALYSIS

STRENGTH

1) The product has excellent brand awareness & a high

quality image.
2) Good and attractive packing
3) Good image position
4) Good taste
5) Good variety
6) High Market Share
7) Avalibility of brand almost on all the outlets.

WEAKNESS

1) Consumer proximity to retail outlet.

2) Sale pushing of other brands.
3) Schemes given to retailers are not enough.
4) Less profit of margin of Haldiram productof other
brand
5) Less advertisement.

OPPORTUNITY

1) By providing proper schemes Haldiram can increase

its supply
2) By providing more profit margin Haldiram can
increase its supply.
THREATS

1) Competition from Lehar, Bikano, and Crax

2) Competition fropm other brand.
3) Sale pushing.
 LIMITATIONS

1) Some of the respondents were totally un

responsive ahd were not ready to cooperate.
2) Due to none availability of concerned persons
questions remained unanswered.
3) Some respondents were such too were not ready to

4) Biasness is the most serious limitation. Although

measures have been taken to reduce the biaseness but
complete elimination of biasness is impossible.
5) In research retailers behaviour is studied but the
retailers behaviour are not assessed correctly,
therefore, their cannot be assessed correctly.
6) The reliability of the datato great extent is dependent
on the honesty and cooperation of the respondents in
providing the information.

Thus reliability and validity of data collection through

survey method is not always without doubt.

Due to above limitations the findings may not be hundre

percent accurate
 CONCLUSIONS

1) There is high awareness level for different Haldiram’s

products amongst the retailers.

2) From the the survey of 250 retailers ih Delhi it was

noticed that in most of the retailers are keeping Haldiram
namkeens. Other brand namkeens which also occupy a
major share are Lehar, Crax, AND Bikano.

3) Market shareof Haldiram namkeens is more than double

of its competitors.

4) From the data collected it is quite clear that while

promoting any brand the foremost considerations are good
demand and good margin followed by regular supply and
next come brand names.

5) Majority of retailers promote Haldiram’s namkeen

followed by Lehar, Bikano, and Crax in that order.

6) Average annual sale come out to be highest for Haldira

‘s namkeens followed by Lehar, Bikano, local brand like
namkeen , Raja, Shammi, Tingle, Shah, Aone, etc. also
have a significant share when clubbed together.
7) Margins are revailed by retailers highest for local brand
followed by Lehar, Bikano and Haldiram’s in that order.

8) Brand awareness for Haldiram’s product is very high.

9)There is sinnificantly high brand loyalty for Haldiram’s

product amongst the consumers.

10) Bikano has great Mrket share in karol bagh due to its
sweets corner

11) Lehar has great market share in Katwariya sarai due to

proper distribution channel in that area.

12) Lehar namkeen are equally preferred as Haldiram’s. It

is also noticed that young people prefer Lehar’ Aloo
Bhujia, Masala Laccha and Kukure over Haldiram’s. The
reasons for this could be that the T.V. advertisement of
Lehar has an emotional appeal for the young generation.

13) Bikano’s Natkhat Nimbu and Crax mast matter are in

great demand over Haldiram’s.

14) Most of the retailer were complaining about the less

profit margin.

15) The main Consumer segment for Haldiram is upper and

middle class but Lehar, Crax and Bikano has consumer
Segment for lower class too by having a packet of Rs 2 of
12 gm.

16) There is great damand of Rs 5 packet.

17) Most of of retailers were complaining that there was

no sort of ccredit given in era of credit.