Haldiram's in advanced talks to invest in Bengaluru-based QSR chain Frozen Bottle

Wow! Momo has raised a bridge round funding of INR 90 Crores from its existing investor Khazanah, the Malaysian sovereign Fund and Haldiram’s Nagpur owner Kamal Agarwal. 

The company is also in talks with a few key HNIs / investors to take this bridge round to a total of INR 120 to 150 Crores.

Confirming the news, Sagar Daryani, CEO and Co-Founder, Wow! Momo Foods mentioned “It’s in process…not closed yet. Feels Wow! indeed. Having a stalwart like Kamal ji back us is a game-changer – it’s not just capital; it’s deep-rooted experience in the FMCG and QSR space which he brings with him. The belief our existing investor Khazanah has on us and their magnitude of input only gives us more power to lead.”

The company has also appointed Avendus as bankers for a larger round of USD 80 to 100 Mn as mix of primary & secondary to be raised later this year in H2 of 2025. 

Wow! Momo closed last fiscal FY 25 at a revenue of appx INR 640 plus crores growing over 30% as compared to the last Fiscal; this FY the aim is to touch the INR 850 to 900 Crores mark. Profitability focus, expanding the footprint of QSR, Wow! Plans to open 250 more stores this year. 

The group is also planning to scale-up its FMCG vertical to INR 100 Crores and ramping up of the newly launched HORECA arm this year. 

Launched in August 2008, Wow! Momo Foods is a multi-billion-rupee quick service restaurant (QSR) currently Wow! Momo Foods operates over 680 outlets of Wow! Momo, Wow! China, Wow! Chicken and the newly launched Wow! Kulfi spread across 60 plus cities 

Wow! Momo, together with Wow! China, Wow! Chicken & Wow! Kulfi aims to enter more than 100 cities and look at a footprint of over 1500 stores in the next 4 years. With FMCG & HORECA verticals owing a golden high-ground in their own way; Wow! is all set for a high decibel growth & action in the next 24 to 36 months.
 

A new chapter begins in the Haldiram story, and it’s a significant as Haldiram's Delhi and Nagpur have merged to form Haldiram Snacks Food Private limited (HSFPL), marking a new chapter in the history of the snack major.

“This isn’t just a merger. It’s a fresh start, a meaningful coming together of legacy, passion, and a shared vision for the future. Where timeless flavours meet bold ideas, and the journey only gets more exciting from here,” shared Krishan Kumar Chutani, CEO, Haldiram’s on a Linkedin post.

Last week, Haldiram’s announced one of the top three investors - Alpha Wave Global, International Holding Company (IHC) and Temasek, aimed at expanding the snacks maker’s presence in international markets, targeting the US and the Middle East to start with.

“We’re taking meaningful steps toward something bigger. From Indian kitchens to global shelves, we’re expanding our reach while staying true to everything that makes Haldiram’s special,” he added further by pointing that for years, the Haldiram name has stood for quality, flavour, and familiarity. 

“With HSFPL, we’re staying true to that—but also taking things further. It’s about keeping what’s special and pushing ourselves to create what’s next,” he mentioned.

Haldiram Snacks Private Limited was led by Manohar Agarwal and Madhu Sudan Agarwal, Haldiram Foods International Private Limited, the Nagpur entity is led by Kamalkumar Agrawal.

With the opening of its first international restaurant in Dubai, Haldiram's, the leading snacking brand in India, is all set to satisfy the cravings in United Arab Emirates. As demand for the brand grows internationally, it is extending its reach and bringing its rich Indian heritage to the global arena. The contemporary dine-in and quick-service restaurant (QSR) experience, which launched for Dubai customers on February 24, 2025, at Manazil Al Raffa, Bur Dubai, is renowned for its genuine Indian flavors and unmatched quality.

Haldirams is dedicated to providing the best culinary experiences and is aware of its consumers' needs. A specially curated menu with hand-picked Indian recipes, the new restaurant can accommodate 110 people. Its menu includes North and South Indian cuisine, chaat favorites like Raj Kachori, Indian snacks like Choley Bhature, and a variety of sweets like Motichoor Ladoo, Kesar Rasmalai, and Kaju Katli. For a more comfortable dining experience, the shop now offers Table Service to improve customer convenience.

Speaking on the launch of the all-new restaurant, Pankaj Agarwal, Director and Owner of Haldiram’s, said, “Dubai is a booming hub of culinary diversity, and we are elated to launch our first international outlet in this iconic destination. With a rich legacy of bringing authentic Indian flavours to people, we aim to be in a space where customers can expect Indian cuisine just the way they like it with unmatched hospitality. This is just the beginning of our expansion journey, and we look forward to bringing Haldiram’s to more international locations shortly.”

Kailash Agarwal, President - Retail & QSR, Haldiram’s, added, “We are excited to enter the Dubai market with our unique Restaurant that has a strategic blend of dine-in and quick-service restaurant formats to reach our audience in Dubai. Dubai is a melting pot of global cultures which is deeply seen through the diversity in food and is the perfect stage for us to showcase the richness of Indian cuisine to the global audience.”

Haldiram's status as a global ambassador of Indian cuisine has been cemented with the opening of this flagship overseas location, marking an important milestone. The brand is staying true to its core—FOOD—and delivering the flavors that customers love on a global scale with its UAE expansion, further redefining how Indian food is enjoyed around the world.

Kolkata-based Haldiram Bhujiawala Limited, operating under the "Prabhuji" brand, has announced the successful conclusion of its private placement, with Bharat Value Fund (BVF), managed by Pantomath, investing Rs 2350 million for a minority stake. As India’s retail snacks market continues to grow, this sector was valued at Rs 426 billion for FY24 and is projected to reach approximately Rs 955 billion by FY32, growing at a CAGR of 11 percent. Organized players like Haldiram Bhujiawala, with their diverse product offerings and quality standards, are expected to be key contributors to this expansion.

With over 60 years in the snacks and savory industry, Haldiram Bhujiawala has built strong brand recognition across Eastern and North-Eastern India, particularly with its "Prabhuji" products and quick-service restaurant chains in these regions. The brand’s recognition is supported by the endorsement of Bollywood actors Shahrukh Khan and Rashmika Mandanna, along with a modern marketing approach targeting new-age consumers.

The company operates both retail and distribution networks, reaching over 200,000 retailers nationwide through 2,000 distributors. It currently has 19 company-owned retail outlets and 60 franchise stores, and it plans to leverage the new investment to expand manufacturing and market reach beyond Eastern India. With a combined manufacturing capacity of 6,035 Metric Tonnes Per Annum (MTPA) across three facilities, Haldiram Bhujiawala is poised to increase its production and presence in new regions.

Manish Agarwal, MD of Haldiram Bhujiawala stated, “In the last 60+ years, we have cultivated a loyal customer base by offering delectable snacks and sweets. Our company has been a trendsetter, revolutionizing food habits and tastes of India. Leveraging our industry insights alongside BVF’s support, we are strategically positioned to enhance shareholder value and drive growth. This partnership lays a solid foundation for generating long-term economic benefits, ensuring a prosperous future for all stakeholders.”

Madhu Lunawat, CIO of Bharat Value Fund shared, “We are pleased to partner with Haldiram Bhujiawala Limited. With over six decades of market insight since its founding as a proprietorship in 1958, the company has a deep understanding of consumer behavior and market trends. The new generation’s sharp focus on the modern brand, ‘Prabhuji,’ is particularly noteworthy. We are highly optimistic about the food, FMCG, and consumer goods sectors, and Haldiram is well-positioned to achieve substantial growth in the years ahead.”

Bharat Value Fund, known for supporting profitable, growth-stage companies, has made six investments overall, with three in the consumer sector within the past three months. Recent investments include brands such as the personal hygiene company BumTum (Millennium Babycare Limited) and consumer durables company Aniket Metals Pvt Ltd. BVF’s recent partnership with Haldiram Bhujiawala underscores its commitment to fostering long-term growth in India’s retail and consumer goods markets.

Haldiram’s, a trusted name in India's culinary scene, has launched an innovative wheat menu featuring a variety of wheat-based dishes. This new menu aims to appeal to diverse taste preferences and is part of the “Ab Sab Khayenge” campaign, which encourages everyone to enjoy the rich flavors of Indian food with the added nutritional benefits of wheat. The wheat menu is available at outlets in Mumbai, Pune, Hyderabad, Bangalore, Vijayawada, Valsad, Vapi, Surat, Nashik, Shirdi, Kolhapur, and Kognoli.

Haldiram's continues to celebrate Indian cuisine with a range of flavorful and tempting dishes. The new wheat menu includes classic favorites like Chole Bhature, Pav Bhaji, Batata Vada, Pani Puri, and two varieties of wheat bread sandwiches: Corn & Spinach and Paneer Tikka.

Neeraj Agrawal, Director of Haldiram’s Foods International Pvt Ltd said, “We are excited to present our Wheat Menu, which demonstrates our dedication to providing a variety of wholesome menu selections. Good food should be enjoyed by everyone, and we are thrilled to provide this experience to our guests with our 'Ab Sab Khayenge' campaign.”

Haldiram’s is known for its commitment to quality and taste, offering a wide range of snacks and sweets. The brand strives to honor tradition while adapting to changing consumer preferences. Haldiram's invites everyone to join the 'Ab Sab Khayenge' campaign and explore the delightful flavors of the new wheat menu. Whether you enjoy traditional Indian cuisine or are looking to try something new, the wheat menu has offerings to satisfy your cravings.

Haldiram's has recently unveiled a new food court in ACME Mall, Santacruz, Mumbai.

“Our aim is to provide customers with a range of delicious snacks and sweets, coupled with a joyous dining experience. We are thrilled to bring the rich and diverse flavours of India to Santacruz, Mumbai.” said, Mr. Neeraj Agrawal, Director of Haldiram's Food International, Nagpur.

The menu showcases Indian classics like Raj Kachori, Chole Bhature, Pav Bhaji, and an array of other dishes.

The brand is committed to crafting pleasant dining moments for its patrons, whether at its various outlets or through its wide array of packaged food offerings.

Haldiram's, Indian snacks and culinary expertise has unveiled a wheeler restaurant at Vijayawada Railway Station.

This dining concept is first of its kind in Andhra Pradesh which seeks to transform the way travellers enjoy high-quality dining during their journeys.

Haldiram's has thoughtfully crafted an "India Ka Swad" menu for this unique wheeler restaurant, featuring a selection of fusion cuisine that blends traditional flavors with modern twists.

The menu offerings include Raj Kachori, Chola Bhatura, Pav Bhaji, Masala Dosa, Chola Kulcha Sandwich, and more.

Passengers can also conveniently place orders through online platforms such as IRCTC Catering, Swiggy, and Zomato to have their meals delivered to their location.

“We are thrilled to introduce this innovative dining concept to Vijayawada Railway Station. Our goal is to elevate the dining experience of railway passengers and provide them with a unique opportunity to relish our delicious fusion cuisine in a luxurious setting,” said Neeraj Agrawal, Director at Haldiram's Food International, Nagpur.

The restaurant's strategic placement within the railway station makes it easily reachable for travelers, providing a convenient choice for those seeking a meal before or after their trip.

Operating as a fast-service restaurant (QSR), it caters to the requirements of time-conscious passengers without sacrificing quality or flavor.

Haldiram's is committed to extending its reach throughout the nation, and in the upcoming months, they have plans for more openings.

In addition to Vijayawada, the brand intends to open wheeler restaurants in cities like Nagpur, Mumbai, Bangalore, Pune, and many more.

Each of these locations will maintain the same dedication to quality and the assurance of an exceptional dining experience.

Tata Group's consumer division is currently in negotiations to acquire a minimum 51% stake in the renowned snack manufacturer Haldiram's.

However, the report released on Wednesday indicates that Tata is expressing hesitation regarding the requested valuation of $10 billion.

If the negotiations result in an agreement, the Indian conglomerate would enter direct competition with Pepsi and Reliance Retail, led by billionaire Mukesh Ambani.

According to sources cited by Reuters, Haldiram's, a well-known brand in Indian households, is exploring discussions with private equity firms such as Bain Capital regarding the potential sale of a 10% ownership stake.

The report states that Tata Consumer Products Ltd, the owner of the UK tea brand Tetley and in collaboration with Starbucks in India, is currently in discussions regarding the acquisition of the stake.

According to a source cited in the report, Tata expressed interest in acquiring more than 51% of the stake but has conveyed to Haldiram's that their asking price is exceptionally high.

The source mentioned that this potential acquisition presents an attractive prospect for Tata, highlighting that Tata Consumer is primarily recognized as a tea company, while Haldiram's holds significant prominence in the consumer sector and boasts a substantial market share.

Tata Consumer conveyed to BSE and NSE that they will make necessary announcements in accordance with the obligations specified in SEBI (LODR) Regulations, 2015, whenever such a requirement arises.

Tata Consumer clarified in a stock exchange filing that they are not currently engaged in negotiations, as indicated in the mentioned news article.

They stated that they have no undisclosed information requiring disclosure under Regulation 30 of the SEBI (LODR) Regulations, 2015. The article in question has no impact on the company.

Additionally, Tata Consumer mentioned that they continuously assess various strategic growth opportunities for their business and will make necessary announcements in compliance with SEBI (LODR) Regulations, 2015, when such requirements arise.

Haldiram's, a family-owned business, can trace its roots to a small shop established in 1937. The company is renowned for its popular "bhujia" snack, which is crispy and available for as low as Rs 10 in neighborhood convenience stores.

According to Euromonitor International, Haldiram's holds a nearly 13% share of India's savory snack market, which is valued at $6.2 billion. Similarly, Pepsi, known for its Lay's chips, also commands a share of approximately 13% in this market.

Haldiram's snacks are available in international markets such as Singapore and the United States.

 In addition, the company operates approximately 150 restaurants that offer a diverse range of local dishes, sweets, and Western cuisine.

Haldiram's is seeking a $10 billion valuation for the deal, which is equivalent to 6.6 times its annual revenue of $1.5 billion, as per Reuters.

The family-owned Haldiram's has its roots in a small shop founded in 1937 and is renowned for its affordable "bhujia" snack, priced as low as Rs 10 and available in local convenience stores.

According to Euromonitor International, it holds a nearly 13% share of India's $6.2 billion savory snack market, a figure comparable to Pepsi, renowned for its Lay's chips.

Haldiram's snacks are distributed in international markets such as Singapore and the United States. Additionally, the company operates approximately 150 restaurants that offer a wide range of local dishes, sweets, and Western cuisine.

Acquiring Haldiram's would represent a substantial expansion of Tata's consumer products presence.

Haldiram's has introduce its latest campaign, titled "Haldiram's Pack Kiya Kya?" encouraging customers to bring along their preferred Ready-to-Eat (RTE) food packs from Haldiram's for a home-like experience while traveling.

"Haldiram's is an integral part of every household. Understanding the emotional connection that the Indian masses share with Haldiram's on every occasion, we wanted to ensure that they never miss out on our astounding flavors, even when they are away from home. That's why we encourage them to carry their favorite RTE foods from Haldiram's by simply asking them, 'Haldiram's Pack Kiya Kya?'" said Divya Batra, Head of Marketing at Haldiram's.

As an integral part of the campaign, Haldiram's is dedicated to offering Indians a diverse selection of nutritious Ready-to-Eat (RTE) food choices, encompassing beloved curries like Dal Makhani, delightful combinations such as Rajma & Rice, and convenient instant cups like Poha and Upma, among various others.

These options can be obtained through offline packing services at the nearest GT/MT stores in Delhi NCR, online orders via popular E-commerce platforms like Bigbasket, Zepto, Blinkit, or direct purchases from nearby Haldiram outlets.

 

In a country where ‘mooh meetha karna’ is nothing less than a sacred ritual, love, gratitude, and joy are shared within every box of sweets.

Haldiram’s launches Misree, a premium Indian sweets brand that aims to elevate Indian mithai in the gourmet space.

Misree, which is an alliance of Haldiram’s, finds the essence of those familiar sweet treats while preserving the everlasting nostalgia to change the way we share gratitude with our loved ones.

“Every beautiful moment in our lives is celebrated with mithai. We never congratulate someone or mark a new beginning without the quintessential box of sweets. It is time to give this mithai a festive makeover with Misree! We are excited to create a new category with our top-notch gourmet treats that add a touch of extravagance to the sugary treats that have always been a part of our festivities,” shared Umesh Agarwal, Managing Director, Misree.

Misree was established in 2020 by Umesh Agarwal, an entrepreneur who hones a deep passion for making celebrations sweeter with the most unique confections.

The brand is tapping into the gifting culture with specialty premium options. Combining its choicest, freshly sourced ingredients with rich flavours and premium gift packaging, the brand is all set to bring joy to customer palates.

Misree’s premium sweets are available in boxes of 4, 8, 16, and 24. These are available through the brand’s website. Going forward, the brand plans to expand its geographical footprint, team size, and product portfolio extensively within this year.

Affiliated with the renowned Haldiram’s Group, Misree is transforming the way we offer gratitude to our loved ones.

अमेरिकी नाश्ता की दिग्गज कंपनी केलॉग, भारत की प्रमुख स्नैक्स निर्माता हल्दीराम में निवेस करने की योजना बना रही है। दरअसल वह बाजार में आने के लगभग 25 साल बाद अपने स्थानीय पोर्टफोलियो में विविधता लाना चाहती है। केलॉग दुनिया की दूसरी सबसे बड़ी स्नैक्स फूड कंपनी है।

अग्रवाल परिवार ने 1990 के दशक में व्यवसाय को भोगौलिक रूप से आपस में विभाजित किया जिसके बाद, हल्दीराम ने दिल्ली, नागपुर और कोलकाता के तीन केंद्रों से संचालन किया।

चल रही बातचीत में हल्दीराम की तीन शाखाओं में से दो शामिल हैं जिनमें दिल्ली स्थित हल्दीराम एथनिक खाद्य पदार्थ और इसके सहयोगी और नागपुर के हल्दीराम फूड इंटरनेशनल और सहयोगी शामिल हैं।

केलॉग इंडिया के एक प्रवक्ता ने कहा, 'हमारी नीति के अनुसार, हम संभावित अधिग्रहण JV या अनावरण के बारे में अफवाहों या अटकलों पर टिप्पणी नहीं करते हैं।'

जबकि मिशिगन स्थित केलॉग के जो भागों में 51 प्रतिशत हिस्सेदारी के लिए दबाव डालने के लिए माना जाता है। अग्रवाल परिवार नियंत्रण को कम करने और 25 प्रतिशत विलयन को प्राथमिकता देता है।

Kellogg, an American breakfast cereal giant, is eyeing a stake in Haldiram’s, India’s leading snack maker, as it seeks to diversify its local portfolio nearly 25 years after foraying into the market. Kellogg is the world’s second-largest snack foods company.

After the Agarwal family split the business geographically among themselves in the 1990s, Haldiram’s operates out of three hubs of Delhi, Nagpur and Kolkata.

The ongoing talks involve two of the three branches of Haldiram’s, including Delhi-based Haldiram Ethnic Foods and its affiliates, and Nagpur-based Haldiram’s Food International and affiliates, catering to the western and southern markets.

A spokesperson for Kellogg India said, "As per our policy, we don’t comment on rumors or speculation regarding potential acquisitions, JVs or divestitures."

While Michigan-based Kellogg is believed to be pressing for a 51% stake in the two divisions, the Agarwal family is not keen to cede control and prefers a 25% dilution. 

French bakery chain Brioche Doree enters India by opening its first outlet in Delhi.

Known as the second largest bakery chain globally, Brioche Doree has partnered with HR Bakers – launched by sweets and snacks manufacturer Haldiram’s managing director Ashish Agarwal – for its first store, the company said in a statement.

“Internationally acclaimed Parisian French Bakery Brioche Doree launched its first exclusive store in India today with HR Bakers at Connaught Place, New Delhi,” said the statement.

“This marks the first time Haldiram’s has tied up with a company outside the family. With Indian consumers experimenting with a lot more international cuisine and eating out growing at a rapid pace, we believe this is the right time to venture in this space,” shared Agarwal on his first venture outside the family business.

Agarwal has signed a master franchise agreement with Brioche Doree and has invested around Rs 4-5 crore in it. The company is planning to open four more outlets in Delhi-NCR and other markets other than the newly opened Connaught Place outlet.

“The store of the brand in India has been curated in 100% vegetarian avatar,” shared Agarwal.

Haldiram’s is also planning to get more brands and enter into partnership with different brands from the world.

Brioche Doree was founded in year 1976 and it serves over 200,000 customers every day and operates over 500 restaurants.

The bakery chain has operations in the United States, Switzerland, Luxembourg, Algeria, Canada, Costa Rica, Czech Republic, Denmark, United Kingdom, Germany, Argentina, Morocco, Saudi Arabia, Syria, China, South Korea, Japan, UAE, Oman, Kuwait, Qatar, Senegal, and Bahrain.

Indian snacks firm Haldiram’s is making it concrete and branching into travel and tourism business to tap India’s booming tourism industry.

Haldiram’s has started a travel firm called Travhos Experience and hired half a dozen tourism professionals to spearhead the travel services foray of the eight-decade-old company famous for its Indian snacks and restaurants.

Siddharth Sharma, general manager of Travhos like SOTC or Thomas Cook said the newly formed company will sell everything from packaged tours to adventurous treks. “Our model is to make all kind of travel experiences accessible to the public.”

He said the company will offer services in heritage, spiritual, adventure, business and other travel packages for India and abroad.

Haldiram’s will start its travel services in the Delhi region in coming weeks and will market its travel products in its sweet outlets and restaurants. Later on, the company plans to sell its travel services from its outlets and restaurants.

Beginning with a small shop in Bikaner in 1937, Haldiram’s survived disputes and break-ups in the original Agarwal family. Haldiram’s is the biggest brand of those launched by the Agarwals.

The company has three distinct areas of operations with Haldiram’s Snacks and Ethnic Foods that clocked Rs 2,136 crore from the northern region last year, Nagpur based Haldiram’s Foods International that caters to western and southern Indian markets with annual sales of Rs 1,613 crore and a much smaller company, Haldiram Bhujiawala, for the eastern market with revenues of Rs 298 crore in FY16, data from Tofler, a company research platform, showed.

Haldiram's has regained the top spot as the country’s largest snack company after more than two decades, surpassing PepsiCo in sales thanks to increasing consumer preference for packaged namkeen over western snacks such as potato chips.

Haldiram's posted sales of Rs 4,224.8 crore in the year ended September, compared with PepsiCo’s Rs 3,990.7 crore from brands such as Lay’s, Kurkure and Uncle Chipps, according to the latest Nielsen data sourced from executives. A year earlier, PepsiCo’s sales stood at Rs 3,617 crore compared with Haldiram’s Rs 3,262 crore.

While the overall market grew 17% in the year, Haldiram’s pace was faster at nearly 30%, in contrast with 10-12% during 2012-16. It added nearly Rs 1,000 crore of incremental sales in the year to September.

Kamal Agarwal a fourth generation member of the Haldiram’s family “There was a sharp increase in raw material prices for several snacking products, especially nuts. However, we maintained our price tag and absorbed losses, which helped us gain share not just from existing players but also the unorganised segment since the price differential narrowed down. Consumers are also correlating healthy food with Indian snacks and namkeen but chips are perceived to be unhealthy.”

PepsiCo spoke person said “In the salty snacks segment, we continue to be the leaders, which is also the fastest-growing category in overall snacks. In the western salty category, with strong double-digit growth, Lay’s has been our fastest growing food brand in the last year on account of premiumisation and innovation with Lay’s Maxx and Shapes. In the nachos category, we scaled our presence with the ‘Made in India’ Doritos, and the product is seeing strong preference and traction amongst consumers. We have further expanded our salty snacks portfolio last year with Kurkure Triangles, which is also growing in double digits.”

In the past few years, branded namkeen varieties such as dal, chivra, bhujia and nuts have been increasing their contribution within the overall snacks market worth Rs 21,600 crore. Traditional snacks now account for more than half the market with both multinationals and homegrown companies pushing namkeen into the hinterland with attractive packaging and pricing.

Marketers say consumers have increased purchases of branded namkeen rather than unbranded products from local bakeries due to the hygiene factor, helping regional players gain share from Pepsi. For instance, Gujarat-based Balaji that clocked sales of Rs 2,121 crore in the year to September is the second-largest in terms of individual brands after Haldiram followed by PepsiCo Lay’s and Kurkure.

B Krishna Rao, category head at Parle Products said “A large part of the unorganised market has shifted towards namkeen as companies have increased availability and affordability. Also, increased reach and new product launches especially by local players have been driving most of the growth.”

Desi halwai and snacks maker Haldiram’s revenues grew 13 percent to cross Rs 4,000 crore in FY16 shrugging increased scrutiny from food regulator amid the Maggi crisis. The Indian snack major is now twice the size of Hindustan Unilever's packaged food division or Nestle Maggi and larger than the India turnover of the two American fast food rivals Domino’s and McDonald’s put together.

The company has three distinct areas of operations with Haldiram Snacks and Ethnic Foods with that clocked Rs 2,136 crore from the northern region, Nagpur based Haldiram Foods International that caters to western and southern markets with annual sales of Rs 1,613 crore and a much smaller company, Haldiram Bhujiawala, for the eastern market with revenues of Rs 298 crore in FY16, according to data from Tofler, a company research platform.

These figures, when combined with other regional snacking firms, conclusively demonstrates one thing — in fast food or munchies, despite the profusion of MNC brands with high cool quotient, good Indian palate prefers local savouries.

Komal Agarwal, fourth generation member 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."

Haldiram races past MNCs & regional rivals like HUL's food division, Bikanervala with revenue of over Rs 4,000 crore.

Haldiram’s is the biggest brand of those launched by Agarwals and the second largest Indian food brand after Parle. While restaurants and casual dining was the beginning, packaged products now make up 80 percent of revenues. Haldiram’s is by far the market leader in traditional snacks market and bigger than five of its regional rivals — Balaji Wafers, Prataap Snacks, Bikanervala, Bikaji Foods and DFM Foods — combined.

Devendra Chawla, President of Future Group, said, "Food is culture in the country and Indian food should do well. But consumers are experimenting with food and it is under scrutiny. Companies would have to adapt and stay relevant especially for millennials."

Ever since Maggi ban has hit the Indian market, other food products including Haldiram’s snacks, HUL’s Knorr noodles, Britannia’s snack products amongst others are facing the food safety haul not only in India but abroad.

United States food safety inspector has banned or rejected over 2100 Indian-made food products including food products, health supplements and personal care products reported WSJ.

According to the US FDA’s website, they found pesticides and bacteria in high levels in the products manufactured in India.

The report stated that the Haldiram's products especially their cookies, wafers and biscuits are 'filthy, putrid or decomposed-otherwise unfit'.

The report also mentioned that the baked products are unfit for consumption and they are adulterated and contains poisonous content.

While, the Nagpur-based snack makers said that their food is completely safe. As reported by Wall Street Journal, a senior Haldiram's official said, “Our food is 100% safe and complies with the law of the land. A pesticide that is permitted in India may not be allowed there. And even if it, they may not allow it in the same concentration as it is here.”

Meanwhile according to US FDA, it was in September 2014 that pesticides were discovered for the first time in Haldiram's. Since then, the US has refused to import their products 86 times.