4. INTRODUCTION
• India – second largest food producer in the world.
• Namkeen industry is most likely to double itself in
the coming 10 years.
• Namkeen market cateogorised in 2 segments:
• Organised
• Unorganised
5. PLAYERS
• Haldiram : 1937, sweet and namkeen shop,
Bikaner, Rajasthan.
• First company, India to brand Namkeen.
• Bikano : International brand.
• An 100 year old company.
• Lehar : 1996 with small packs and traditional
flavors, re-launched in 2006.
9. CUSTOMER PROFILE
• Mainly the middle class and upper class
• Lower class mostly depends on the local producers such as
‘Halwais’
• Full market coverage
• Namkeen product needs three things:
• Taste
• Variation
• Quality
• Urbanites consume namkeen 10 times more than that rural
consumer
11. CONCLUSION AND
RECOMMENDATION
• Haldirams - The most strongest co. in terms of market size,
share, sales etc followed by Bikano and Lehar.
• Brand awareness for Haldiram is very high
• They could venture into corporate tie-ups at its various outlets.
• Set up mini outlets inside the multinational office complexes.
• Should need to increase positioning stratagies in “Namkeen”
industry.
