Behind the scenes: East meets West with Haldiram snacks

Editor Neill Barston quizzes Rhea Agarwal (pictured main image), director of business development UK & EU Haldiram’s Overseas snacks business, as it grows its British presence

Q: Tell us about your role with Haldiram, and what you enjoy most about it?

At Haldiram’s UK, I have the privilege of overseeing operations at our London factory, while also playing a pivotal role in expanding the brand’s footprint across international markets. My responsibilities are multifaceted, encompassing strategy development, product innovation, and sales management. By wearing multiple hats, I actively contribute to the company’s growth and ensure that our
vision aligns with the dynamic demands of the global marketplace.

What I find most fulfilling about my role is the opportunity to marry tradition with innovation within a brand that has such a rich legacy. For instance, spearheading the launch of new product lines like Khaas or experimenting with modern retail formats allows me to think
creatively while honouring the timeless essence of Haldiram’s.

As a member of the third generation involved in the family business, there’s a deep sense of personal pride in every milestone we achieve. It’s especially gratifying to see how our efforts introduce authentic Indian flavours to a global audience, fostering cultural
connections through food.

Q: Is there such a thing as a typical day in your life, and what would it look like?
I wouldn’t describe my daily routine as “typical,” and that’s one of the things I truly enjoy about it. Every day brings new challenges, opportunities, and experiences that keep me energised and engaged. For example, some mornings might start with a quick team huddle
at the factory to discuss production updates, address operational issues, or set goals for the day ahead. On other mornings, I could find myself attending a retail show, connecting with potential partners, or diving into a high-stakes pitch meeting.

Q: How satisfying is it to be part of operations with a business that has a strong heritage dating back to the 1930s?

Being part of the operations for a business with such a rich heritage, dating back to the 1930s, is immensely fulfilling. It brings with it a profound sense of responsibility—not just to uphold the legacy of a nearly centuryold, family-led enterprise, but also to honour the deep emotional connection that Haldiram’s has cultivated with countless people around the world.

Haldiram’s isn’t merely a brand; it’s woven into the fabric of people’s lives, symbolising cherished memories, joyful celebrations, and the comfort of familiar flavours.

Q: For your latest sweet confectionery range, can you tell us about some of the key reasons behind the choice of snacks you
have created? For our latest sweet confectionery range, we focused on striking a balance between authenticity and modern relevance. We carefully selected timeless favourites such as Kaju Katli, Besan Barfi, and Milk Cake—sweets that are deeply rooted in our cultural
heritage and evoke a sense of nostalgia.

However, we sought to elevate these classics by introducing refined, contemporary packaging, ensuring consistent quality, and  developing shelf-stable formats that are ideal for global retail markets.

The goal was to preserve the emotional connection and fond memories these traditional sweets hold, while making them more accessible for everyday occasions—whether it’s gifting during special celebrations, enjoying an impulse snack, or sharing a
treat in workplace settings.

Q: How has the snacking and confectionery industry changed most in your experience of the sector?
Over the years, one of the most significant changes I’ve observed in the snacking and confectionery industry is the increasing intentionality of consumers. Today, people are far more mindful about what they eat, prioritising factors like ingredients, convenience, and cultural relevance in their choices. There’s a rising demand for clean-label products that offer transparency, plant-based options that align with dietary and ethical preferences, and snacks tailored to meet specific nutritional needs.

Beyond health-consciousness, snacking has evolved into a more experience-driven activity. Consumers seek bold flavours, global influences that introduce them to new culinary traditions, and products that evoke either a sense of nostalgia or a delightful novelty. This shift reflects the growing desire for snacks to be more than just sustenance—they’re now seen as a way to connect with different cultures, relive fond memories, or indulge in something unexpected and exciting.

Q: How challenging is it to create confectionery series that is seeking to blend East and Western traditions?

Creating a confectionery series that blends Eastern and Western traditions is undeniably a creative challenge, but it’s also one of the most rewarding aspects of our work. Indian sweets are deeply rooted in heritage, rituals, and emotion, while Western consumers often value convenience, subtle flavours, and a polished, minimalist presentation. The key lies in striking the perfect balance—preserving the essence of Indian mithai while tailoring it to meet contemporary global preferences.

With our Khaas range, we’ve embraced this challenge with innovation and enthusiasm. For instance, we’ve reimagined the classic Milk Cake by introducing a coffee twist—a familiar flavour loved in Western culture but still grounded in the rich, traditional textures of Indian confectionery. Another standout creation is our Blueberry Cheese Marzipan, which merges the indulgent richness of Indian marzipan with a tangy, cheesecake-inspired centre. This combination offers a sweet treat that feels delightfully new yet comfortingly familiar.

Our ultimate aim is to ensure that Indian mithai seamlessly fits into modern lifestyles, making it as natural to find on a UK supermarket shelf as it is in a Diwali gift box. Through this journey, we’re bridging cultures and celebrating the best of both worlds, showcasing the versatility and timeless appeal of Indian sweets.

Q: What are your further ambitions for growing your presence in the British confectionery market?
Our vision is to establish Indian confectionery as a staple in the UK market—integrating it seamlessly into everyday life, alongside other popular options found in supermarkets, convenience stores, and gifting sections. To achieve this, we are focused on expanding our distribution network, utilising both traditional retail partnerships and modern formats. Simultaneously, we continue to invest in premium packaging and innovative shelf-stable solutions to make our products more accessible and appealing to a wider audience.
However, our ambition extends beyond simply making Indian sweets available. It’s about building a deeper connection with consumers through storytelling and education. We aim to highlight that mithai is not limited to being a festive indulgence—it has a versatile role in daily life. Whether enjoyed as a sweet treat with your coffee or as a thoughtful gift during celebrations, our goal is to show that Indian confectionery belongs just as naturally in British households as any other beloved snack.

Q: As we have reported, there are a number of tests within confectionery supply chains at the moment – what are the most challenging in your view?
One of the most pressing challenges in the confectionery supply chain today is striking the right balance between quality and scalability. This is particularly critical for traditional Indian mithai, which requires meticulous attention to ingredients, temperature control, and handling. Ensuring consistent quality across large production volumes, without compromising on freshness or authenticity, is an ongoing and complex task.

Logistics also pose significant hurdles, especially in the wake of changing post-Brexit regulations. Rising shipping costs and the need for cold chain logistics to manage frozen and fresh products further add to the complexity. Navigating these obstacles requires adaptability and meticulous planning.

However, these challenges also fuel innovation. For instance, we are continually investing in developing better shelf-stable formats, enhancing packaging solutions, and localising segments of our supply chain within the UK. These measures not only help us overcome logistical constraints but also improve agility and sustainability in our operations.

Q: Outside of work, what matters most to you, and what is your ideal weekend like?
With the hustle of busy weekdays, I truly appreciate weekends that offer balance and renewal. I treasure quiet moments
at home where I can cook, connect with family back home, and enjoy a sense of calm. At the same time, I look forward
to stepping out with friends to do something fun or energising—whether it’s exploring a new spot or simply unwinding together.