Joseph Clarke, Editor of International Confectionery Magazine, speaks with Stanley Wilber Fernandez and Rhea Agarwal about Haldiram’s UK expansion, market challenges, and balancing authenticity with evolving consumer trends
As Indian cuisine continues to gain global recognition, Haldiram has strategically positioned itself to cater to an international audience. One of its most significant expansions has been into the UK, a market with a strong appetite for authentic ethnic foods.
In this exclusive interview, I spoke with Stanley Wilber Fernandez, Head of Operations; and Rhea Agarwal, Director of Business Development UK and EU, Haldiram UK, to explore the company’s journey into the global market, the challenges and opportunities in expanding its footprint, and how it is adapting to evolving consumer preferences. From product innovation to sustainability and future ambitions, this conversation sheds light on how Haldiram is shaping the future of Indian food on the world stage.
Haldiram’s has a storied legacy as a producer of sweets and snacks in India. Could you share insights into how the brand has adapted and expanded to cater to the UK market?
Haldiram’s journey into the UK market has been all about mixing tradition with fresh ideas and keeping a close eye on what customers want. While the Indian community has always been a big part of our audience, we’ve also seen the UK’s love for global flavours grow among the wider population. Indian food is no longer a niche, it’s a go-to favourite, with demand shifting towards high-quality and easy-to-enjoy options that fit modern, busy lives.
To stay ahead, we’ve expanded our range with ready-to-eat meals, frozen selections and vegan-friendly options, catering to changing dietary preferences and the rising need for quick yet authentic meal solutions. We’ve tailored our packaging and marketing to suit UK tastes and meet all the necessary regulations, making sure Haldiram’s feels right at home in the market. Looking ahead, we’re excited to bring Haldiram’s to even more people as we expand into mainstream supermarkets, making it easier to find our products while staying true to the authentic flavours that make us special.
What are the most popular confectionery and snack items in your UK portfolio, and how do they differ from the products sold in India?
The most popular confectionary items in our UK portfolio are Kaju Katli, Motichoor Ladoo and Gulaab Jamun. While these products are beloved staples in India, they are typically associated with festivals and special occasions. However, in the UK, these sweets have found a broader, year-round appeal, particularly as premium gifts or indulgent treats. In snacks, our frozen products, particularly samosas and parathas, are extremely popular. These contrast with India, where households traditionally prepare these items from scratch. In the UK we cater to the demand for authentic Indian food in a convenient, ready-to-eat format.
How have UK consumers responded to traditional Indian sweets like gulab jamun, soan papdi, and kaju katli? Have you noticed any particular trends or preferences?
UK consumers have warmly embraced traditional Indian sweets, especially during festive seasons like Diwali and Christmas. These sweets are popular among both the Indian diaspora and consumers from other communities eager to experience authentic Indian desserts. An emerging trend is the creative use of traditional Indian sweets in fusion desserts, such as rasmalai cake and Gulab jamun cheesecake, showcasing the UK market’s enthusiasm for culinary innovation. Additionally, there is a growing demand for portion-controlled sweets, driven by increased health consciousness. Elegantly packaged sweets, tailored to the UK’s gifting culture, are also gaining popularity, making these treats ideal for celebrations and special occasions.
Indian confectionery often draws from rich cultural traditions. How do you balance preserving authenticity with appealing to a diverse UK audience?
At Haldiram’s, we stay true to our roots by using high-quality, authentic ingredients and following time-honoured recipes. At the same time, we adapt to the diverse UK market by offering options that fit modern dietary preferences.
Furthermore, our product development process involves listening to our customers and using their feedback to create products that resonate with local tastes while maintaining their Indian identity. Our packaging isn’t just about looking good, it’s designed to inform and share the cultural significance of our products, helping people connect with the traditions behind every bite. By blending tradition with innovation, we make Haldiram’s accessible to a wider audience without losing the authenticity that makes us who we are.
Read more latest industry news and developments in our free to download magazine.
Never miss a story… Follow us on:
LinkedIn: International Confectionery
YouTube: @ConfectioneryTV
Media contact
Joseph Clarke
Editor, International Confectionery
Tel: +44 (0) 1622 823 920
Email: editor@in-confectionery.com
