Haldiram’s Overview

  Introduction

Over a period spanning six and a half decades, the Haldiram’s Group (Haldiram’s) had emerged as a household name for ready-to-eat snack foods in India. It had come a long way since its relatively humble beginning in 1937 as a small time sweet shop in Bikaner, in the Rajasthan state of India. In 2001, the turnover of the Haldiram’s was Rs 4 billion. The group had presence not only in India but in several countries all over the world. Till the early 1990s, Haldiram’s comprised of three units, one each in Kolkata, Nagpur and New Delhi.

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The Agarwals family that owned Haldiram’s were always conscious of the need to satisfy customers in order to grow their business. The company offered a wide variety of traditional Indian sweets and snacks at competitive prices that appealed to people belonging to different age groups. Haldiram’s had many ‘firsts’ to its credit. It was the first company in India to brand ‘namkeens’. The group also pioneered new ways of packaging namkeens. Its packaging techniques increased the shelf life of namkeens from less than a week to more than six months. It was also one of the first companies in India to open a restaurant in New Delhi offering traditional Indian snack food items such as “panipuri,” “chatpapri,” and so on, which catered to the needs of hygiene conscious non-resident Indians and other foreign customers.
Since the very beginning, the brand ‘Haldiram’s’ had been renowned for its quality products. The company employed the best available technology in all its manufacturing facilities in India. Given the increasing popularity of Haldiram’s products, the group planned to expand its operations.
However, some analysts felt that Haldiram’s still had to overcome some hurdles. The company faced tough competition not only from sweets and snack food vendors in the unorganized market but also from domestic and international competitors like SM Foods, Bakeman’s Industries Ltd, Frito Lay India Ltd.(Frito Lay) and Britannia Industries Ltd. Moreover, the group had to overcome internal problems as well. In the early 1990s, because of the conflict within the Agarwals family, Haldiram’s witnessed an informal split between its three units as they started operating separately offering similar products and sharing the same brand name. In 1999, after a court verdict these units started operating as three different companies with clearly defined territories. This split had resulted in aggressive competition among themselves for a higher share of domestic and international markets.
BACKGROUND NOTE
In 1937, Ganga Bishen Agarwal, (popularly known as Haldiram), opened a small sweet shop in Bikaner, a small district in Rajasthan. Bikaner had a large number of sweet shops selling sweets as well as namkeens. ‘Bhujia sev,’ a salty snack prepared by Ganga Bishen, was very popular among the residents of Bikaner and was also purchased by tourists coming to Bikaner. In 1941, the name ‘Haldiram’s Bhujiawala’ was used for the first time.
In 1950, Prabhu Shankar Agarwal (Prabhu), along with his father Rameshwar Lal Agarwal (son of Ganga Bishen), expanded the business by establishing a small manufacturing unit for sweets and namkeens in Kolkata. The success of this unit motivated Prabhu to upgrade its machinery to improve the quality of its products. As demand for Haldiram’s products increased, it was decided to scale up the company’s manufacturing and distribution activities.
In 1970, a large manufacturing unit was set up in Nagpur in the state of Maharashtra (India). In 1983, a retail outlet was set up in New Delhi. The outlet became very popular not only among the Delhiites but also among tourists visiting Delhi.
Haldiram’s was able to achieve significant growth during the 1980s and 1990s. In 1992, a manufacturing unit with a retail outlet attached to it was set up in the outskirts of Delhi. A year later, Haldiram’s syrups and crushes were successfully launched in the Indian market. In 1995, a restaurant was opened in New Delhi. In 1997, realizing the potential of namkeens, the company set up a manufacturing unit in Delhi exclusively for making namkeens.
To add potato products to its existing product portfolio, machinery was imported from the US. Haldiram’s maintained high quality standards at every stage of the production process. All its food items were prepared and packaged in a very hygienic environment.
In the mid 1990s, Haldiram’s added bakery items, dairy products, sharbats and ice creams to its portfolio. At the beginning of the 21st century, Haldiram’s products reached millions of consumers not only in India, but also in several other countries, including the US, Canada, UK, UAE, Australia, New Zealand, Sri Lanka, Nepal, Japan and Thailand.
Analysts felt that the growing popularity of Haldiram’s products could be attributed to its constant focus on all the elements of the marketing mix. An article posted on the website apeda.com[1] quoted some of the company’s strengths, “To sustain in the competitive market, Haldiram’s has endeavored stress on its product quality, packaging, shelf life, competitive price with a special emphasis on consumers satisfaction and its lingering taste is amongst the best available in the world.”

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Manju Agrawal Haldiram Reveals Secret Recipe of Tasty Aloo Bhujia

Manju Agrawal Haldiram Reveals Secret Recipe of Tasty Aloo Bhujia


Aloo Bhujia - A Popular North Indian Savory

Recipe Text

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Ingredients:

    Potatoes – 250gms
    Gram Flour – 150gms
    Cinnamon – Small Piece
    Cloves – 8
    Black Pepper – 1ts
    Asafoetida – A Pinch
    Turmeric Powder – 1/8tsp
    Salt – To Taste (1 1/4tsp)
    Oil - For Deep Frying



(Online Conversion utility to convert Gms to Cups & Temperatures etc)

Preparations:

Wash potatoes & keep them aside. Heat a pressure pan and add water (Around 200ml). Place a colander in the pressure pan and add washed potatoes to it. Cover the pressure pan and steam cook the potatoes. After first whistle, cook the potatoes on low flame for 10 minutes. When the pressure pan cools down, remove the cooked potatoes and allow them to cool for a while. Peel the boiled potatoes and grate them using a grater. Grating avoids lumps in the boiled potatoes.

To prepare aloo bhujia we need to use a spice powder. Make the spice powder using a mortar and pestle or a spice grinder. Here we are using mortar and pestle to make the spice powder. Make fine powder of cinnamon, cloves and black pepper using mortar and pestle. Make sure the powder is fine.

Method:

Take a plate and spread paper napkin in it. After frying the aloo bhujia place it on the paper napkin to soak excess oil.

Heat a pan and add sufficient oil to deep fry the aloo bhujia. While the oil is getting hot prepare the dough.

Take a mixing bowl and add gram flour, turmeric powder, salt, asafoetida and freshly ground spice powder. Mix all well with fingers and add grated potatoes. Mix well to form dough. No need to add any amount of water as the moisture in boiled potatoes would be sufficient to make the dough. Scrape the sticky mixture in between using a plate or a spoon or ladle and make the dough.

Use any sev press or sev maker and make aloo bhujia. Wet palm with water and take a portion of the dough and form into cylindrical shape. Fill the dough into the cylindrical mould and close the lid. When the oil is hot enough start making aloo bhujia. Hold the mould in left hand and press the dough with right hand into the oil.

While pressing the dough, turn left hand so that the sev takes a spiral shape. Fry the aloo bhujia on medium flame till one side

is slightly crisp. Then turn with a ladle and fry on high flame till the other side turns crisp. Remove the fried aloo bhujia from oil using a slotted ladle and place it on the paper napkin to soak excess oil. Repeat the process of pressing the sev in hot oil and frying it till all the dough is used up. Cool the aloo bhujia to room temperature to become extra crisp. Take the spiral aloo bhujia into a bowl and crush slightly. Store this tasty aloo bhujia in air tight containers and serve them as a snack.

Points To Remember:

Normally to cook the potatoes we submerge the potatoes in water and cook. Whereas to steam cook the potatoes, place the potatoes in a colander and place this colander in pressure cooker and cook. Steam

passes through the holes of the colander and cooks the potatoes. This way the potatoes absorb less water and hence hold the shape. We steam cook to have firm yet fully cooked potatoes. If we place the potatoes without adding water in a bowl and pressure cook then the potatoes would not get fully and evenly cooked. So use a colander, to cook the potatoes under steam.

As boiled potatoes provide enough moisture it is not necessary to add any amount of water while mixing the dough. As the potatoes are steam cooked they are just moist to mix the dough. Had the potatoes been cooked using lot amount of water they would have absorbed some amount of water and the measurements would not have be as per given here. So follow the recipe as shown and mentioned here to get good results.

Grate the potatoes before adding to the dry ingredients—this avoids any lumps of boiled potatoes. When we press the sev in hot oil the mixture should be smooth to pass through the holes---so it is advisable to grate the potatoes for smooth texture.
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Make sure the spices are fully dried before making powder. At times in rainy season due to moisture the spices appear dampened---in such cases dry roast the spices in a pan for few seconds before making powder. The powder should be ground to a fine texture so that when it is added to the flour mixture and pressed using a sev maker it should pass through the holes without clogging it.

Take care while holding the sev press above oil. Wipe palms and make sure palms are not oily or wet to avoid dangers while pressing sev in oil.

First fry on medium heat till one side is slightly crisp. Then turn the sev and fry on high heat as by this time the heat would not be sufficient to fry the aloo bhujia well. Maintain the heat by increasing and decreasing the flame to get the right heat while frying. If heat is high the sev gets dark color fast yet it would not be fried well inside. If heat is low the sev absorbs oil as it contains potatoes. So it is very important to have the right heat

while frying aloo bhujia. When the bubbles start reducing it indicates that the aloo bhujia is crisp. Remove the fried aloo bhujia at this stage as the heat inside it would cook for a while and makes it further crisper. Do not fry till the sev turns brown in color as it gets cooked further after removing from oil and turns into dark brown. Cool to room temperature before storing.

Serve this tasty aloo bhujia as a snack or as an accompaniment with chat.

Enjoy !!!!!!!!!!!!!!

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