POSITIONING
The above initiatives helped Haldiram’s to uniquely position its brand. Haldiram’s also gained an edge over its competitors by minimizing promotion costs. Appreciating the company’s efforts at building brand, an analyst said, “Haldiram once was just another sweet maker but it has moved into trained brands first by improving the product quality and packaging.
Through its clever products and brilliant distribution it had moved into the star category of brands.”Haldiram’s earned recognition both in India and abroad. The Nagpur unit of Haldiram’s was conferred the International Food Award. By the Trofeo International Alimentacion of Barcelona, Spain for having maintained high standards in quality and hygiene, at its manufacturing unit.
The Delhi unit was awarded the Keshalkar Memorial Award by the All India Food Preservers Association in the mid 1980s in recognition of its efforts for popularizing ethnic Indian foods in India and abroad. In 1994, the unit was awarded the International Award for Food & Beverages by the Trade Leaders Club in Barcelona, Spain. The unit also received the Brand Equity Award in 1998. Manoharlal Agarwal, who played a key role in the success of the Delhi unit, was included in the eighth edition of Distinguished Leadership by the Board of Registrars of The American Biographical Institute . Haldiram’s was also admitted as the member of Snack Food Association, US .
