How Haldiram’s thali went on to become Salman’s favourite food in Prem Ratan Dhan Payo

Posted on by Manisha Mehta

In India, traditional snacks have a synonym: Haldiram’s. The brand that has presence in various parts of the world, including the USA, Canada, Europe, Africa, Australia, China and the South East Asia, speaks of quality.


Haldiram’s have presence in various parts of the world, including the USA, Canada, Europe, Africa, Australia, China and the South East Asia.

The brand has very humble beginnings; it was established in 1937 in the form of a small retail shop that sold sweets and salty snacks in Bikaner, Rajasthan. Haldiram’s founder Shivkishan Agrawal, would not limit his business in the Thar Desert. He dreamt of taking his trade to a bigger level, of building an empire with the Rajasthani namkeen.

The dream started taking shape once Haldiram’s installed modern state-of-the-art technology to produce snacks and sweets that were hygienic and high in quality. The brand’s USP has been its quality; right form sourcing raw materials to their conversion into finished products, every process confirms to the International norms (HACCP) of quality and safety. The food plants take extra care to ensure that the products retain their freshness and flavor for long.

What also keeps Haldiram’s at the top of the game is that it always reinvents itself by producing innovative products; sometimes by mixing, at other times by contrasting flavours. Haldiram’s has a Pan-Indian presence, with its branch offices in cities such as, Mumbai, Bangalore and Chennai.

The brand has found its spot of fame too. The Salman Khan-Sonam starrer Prem Ratan Dhan Payo featured Haldiram’s sweets and snacks. Salman Khan in the movie is seen eating Haldiram’s thali(Punjabi Choley), thus giving credibility to the brand. In one of the scenes,Salman’s on-screen lady love Sonamgets a Haldiram’s thali(Punjabi Choley) forhim.Thein-film integration of the brand just reiterates its popularity and shows how the film’s association helped in going the extra mile in reaching people.


The Salman Khan-Sonam starrer Prem Ratan Dhan Payo featured Haldiram’s sweets and snacks

In a first, the logo of Prem Ratan Dhan Payo along with a unique contest was printed on more than 1.5 crore packets of Haldirams snacks and distributed Pan-India; 100 lucky contest winners won the special Haldirams – Prem Ratan Dhan Payo gift hampers while one lucky fan of Salman won an opportunity to attend a promotional event with the superstar.

It’s the relentless hard work and the vision of Chairman Shivkishan Agrawal that Haldiram’s Nagpur has been able to garner such success. The brand has been a proud recipient of the ‘International Food Award’ too. It was declared the “The No. 1 brand” in the ready-to-eat snack food category and as India’s Most Trusted Brand, in 2003. Not only that, Haldiram’s has remained at the top despite stiff competition from global food giants and is earning valuable foreign exchange for India.

Haldiram’s has seasonal array of products to suit your taste buds. Haldiram’s winter special offer is still available. You can gorge on special gajak (jaggerykhasta), dry fruit baskets, kajukatli, khajurdryfruitburfi, kajuanjeer raj, khajurdryfruitladdu, gondladdu, kaju mix and kajuladdu before the season ends in a few weeks from now.


Haldiram’s also offers the option of getting your sweet baskets custom-designed. You can choose your own basket and select items that you would want to fill them with. The range of baskets comes in three categories – relish treat, holiday treat and gourmet mix. In addition to these, there are also the festive packets that are made available during the festivals. Instead of spending hours to choose a gift, you can just pick such a hamper and gift it to your loved one.

Snacking can’t be complete without beverages. The brand has a wide variety of sharbats and squashes in pet bottles. All you would need to do is mix it with cool water and sip the fresh flavoured drinks.

For quality sweets and packed namkeens, Haldiram’s is the brand to trust. Just indulge in the sweetness of India.

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