Haldirams: For the true taste of Indian sweets & snacks
by Ankhi Das
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There used to be a time when families bonded over marathon savoury-making sessions during festivals and special occasions. Not so anymore. Today’s jet-setting age prefers all things instant and fulfilling their wish is the genie of comfort food—Haldiram.
What started out as a humble endeavour way back in 1937 in Bikaneer, Rajasthan, has over the years morphed into a huge business empire—Haldiram is now the undisputed leader in Indian mithais and namkeens. Almost all of its outlets have a warm and inviting air to them.
As you enter, you are engulfed with the colour and the aroma of freshly laid out sweets and savouries. Kaju katli, rasgulla, cham cham, gulab jamun, raj bhog and kesar anguri share shelf space with samosas, kachori, chole bhature and dosa.
Over the years Haldiram has ventured into the business of selling processed and packaged foods as well. Its various sherbets and thandai like royal badam, aam panna, rose squash, orange squash and khus syrups are popular thirst quenchers and numerous packaged namkeens like Bikaneri sev, aloo bhujia, moong dal, khatta mitha, cornflakes and potato chips are favourite munchies.
Its products are exported to several countries worldwide including Pakistan, Canada, Australia, Srilanka, Singapore, Malaysia, South Africa, Indonesia, Qatar, Hong Kong, Japan, Kenya, Libya, South Korea, Nigeria, Mauritius, United Kingdom, Zambia and Bahrain. Their products are frequently sold in U.S. supermarkets in the foreign foods/import section.
Raj Kachori is one of its most popular snacks, eaten with different kinds of sweet and sour chutneys. Under dry snacks, Haldirams bhujia has an unprecedented presence, with its strong spicy flavours.