Brand Success Story
HALDIRAM’S
The snacking sector has had a dream run over the past few years. The habits developed during the pandemic lockdowns have lingered, and altered consumer behaviour significantly. Haldiram’s is one of the prime beneficiaries of that change.
Currently, with penetration of 40%, the brand leads in the savoury snack segment. Over the years, Haldiram’s has continually found new space, diversifying into sweets, beverages, and even restaurants. It has constantly added to its large product portfolio, and currently offers over 400 SKUs across the aforementioned categories.
In 2023, Haldiram’s ran successful media campaigns such as Haldiram’s pack kia kya? (Did you pack Haldiram’s?) to remind shoppers to take their favourite flavours with them on their summer vacations. Likewise, the Diwali gifts campaign tagged Tyohar ke har mauke mein Haldiram’s (Haldiram’s for every festive occasion) was successful in driving large pack consumption as opposed to the smaller price point packs.
Currently positioned at no.11 in the Brand Footprint FMCG ranking, and the fourth most chosen food brand in the country, Haldiram’s has not just seen a jump in its penetration, but also strong frequency growth.
SURF EXCEL
Surf Excel is Unilever’s flagship detergent brand in India. Though considered a premium brand, it also has mass appeal, and as a result is bought by 72% of the country’s households, a number most premium brands in a category only dream of. In just the last couple of years the brand’s penetration has leaped from 60%, indicating the pace at which it has been growing.
An important factor in this is Surf Excel riding the liquid detergent phenomenon. Traditionally a powder detergent market, India has recently adopted the liquid format. Its penetration has nearly doubled in the last few years, and Surf Excel has played a big part in that success.
One of the key strategies for the brand is its affordable positioning. Offering a smaller pack has helped even the mass market shopper to get their hands on the product, and experience it. While the focus on liquid format is driving its penetration within the households that use washing machines, the less expensive pack is helping Surf Excel to build its presence in the households that solely depend on hand washing detergents. As a result, it is growing fast in the eastern parts of India, which are traditionally more rural and less affluent, as well as the southern regions, which are more urbanised and affluent.
