India’s Haldiram snacking group moves to make an impact with British distribution
pic; Haldiram
Well-established Indian snacking business, Haldiram, has expanded its distribution to launch premium gifting boxes in the UK, offering a regional confectionery taste for British consumers, reports Neill Barston.
Designed with strong attention to packaging detail, the brand is targeting making an impact with what it describes as a thoughtfully curated selections that combine heritage, sophistication and flavours representative of its origins.
Founded in 1937, the company remains owned by India’s Agarwal family, the company is led by West London based Haldiram, which produces over 500 products, including traditional sweets, namkeen, ready-to-eat meals, frozen foods, and instant mixes, distributed across more than 80 countries.
The company is set to target several markets with its ranges, including corporate, personal and family celebrations, as well as luxury product ranges, with the company believing there is an untapped potential for these segments in the UK.
As the business noted, it had received frequent requests for something beyond conventional sweets and standard packaging, which resulted in the business developing its latest series at multiple price points in a bid to gain greater recognition within the region.
Moreover, as the company cited, Indian cuisine is among the most popular in the UK, with 33% of Brits enjoying Indian takeaways at least once a week. Additionally, with the UK’s gifting market valued at approximately £88 billion in 2024, Haldiram aims to capture a significant share by offering unique, high-quality and customisable gift options.
Rhea Agarwal, Director of Business Development UK & EU at Haldiram’s Overseas Ltd commented: “Our customers were searching for gifting solutions that reflect authenticity, elegance, and a sense of occasion.
“Our new gifting service is designed to meet this demand, offering luxurious, fully customisable options that celebrate India’s rich culinary heritage in a way that feels truly special. Our aim is to become the go-to brand for premium sweets and snack gifts in the UK.”
