Case Studies in Marketing

5

Haldiram’sGetting the Four Ps Right

BACKGROUND

From very humble beginnings, the Haldiram’s Group has become a household name in India today. The story of the group commences from the time of the British in India, in 1937, from the northern Indian city of Bikaner in the land of the Rajputs—Rajasthan.

For a number of years, the Aggarwal family, which established a sweet shop in Bikaner, limited its business to just a single sweet shop. It was only in the 1990s that the family-owned business was expanded, and units were established in three cities—Kolkata in the east, Nagpur in the west and Delhi in the north. Today, the group’s outlets are present all over the world.

The company’s product range comprises primarily of traditional Indian sweets ...