OF

"NAMKEEN INDUSTRY"

Presented By:

Shruti

Achin Vasudev

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

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.

PRODUCTS

HALDIRAMS:

Shahi mixture

Corn flakes mixture

Bhujia

Kashmiri mixture

Khatta meetha

BIKANO:

Aloo bhujia

Aloo lachha

Dal moth

Tasty

Khatta meetha

Navratan mix

LEHAR:

Shahi mix

Chatpata mix

Nut cracker

Aloo bhujia

Navratan mix

MARKET SIZE

60%

40%

Branded Namkeens

Unbranded Namkeens

MARKET SHARE

Haldirams41%

Bikano31%

Lehar28%

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

RISKS AND UNCERTAINITIES

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.

THANK YOU!

QUESTIONS

IF ANY ?