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With revenues worth Rs 4,000 crore in FY16 `Haldiram's' is today India's second biggest food brand after Parle
After a ban was imposed by the FSSAI on Nestle-owned Maggi – India's biggest instant noodle brand, stricter regulations have been imposed on Indian snack manufacturers by the food regulatory authority. But despite these hindrances, desi snacks maker Haldiram's revenues in the FY2016 saw a 13 per cent growth and crossed the Rs 4,000 crore mark.

Haldiram's is now twice the size of Hindustan Unilever's packaged food division or Nestle's Maggi for that matter. The total turnover of the #MadeInIndia brand is more than the combined turnover of Domino's and McDonald's, two of the major American players operating in the Indian fast-food market, as per a report published in the Economic Times.

These figures are indicative of the fact that no one understands the Indian palate more aptly than Haldiram's. The brand which has been tickling Indian taste buds for over eight decades is now the second largest Indian food brand after Parle.

Haldiram's, owned by the Agarwal family and now a world renowned brand and a global phenomenon, had started as a small shop in 1937 in the dusty town of Bikaner in Rajasthan. The brand has grown stronger with each passing day since its inception, surviving family disputes and discords along the way.

The company has operations in three different regions of the country. While Haldiram Snacks and Ethnic Foods International caters to northern India, Nagupur-based Haldiram Foods International looks after western and southern markets. The third and the much smaller Haldiram Bhujiawala caters to the eastern Indian market.

According to data provided by Tofler, a company research platform, Haldiram's generated revenues of Rs 2,136 crore in northern India; Rs 1,613 crore from western and southern India; and Rs 298 in the eastern region in the FY16.

43-year-old Kamal Agarwal, who belongs to the fourth generation of the founding family said, "We have increased our reach and developed products in-house that ensure quality control. We also understand Indian palate well and that comes handy while launching new products."

While initially the focus of the brand had been towards restaurants and casual dinning, packaged foods currently constitute 80 per cent of the company's revenues.

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