Indian snack and confectionery brand Haldiram’s expands in the US with Amazon

USA – Haldiram’s, an Indian sweets and snacks manufacturer has partnered with Amazon’s Global Selling Program in a bid to help the company expand and increase its penetration into the US market.

The deal with Amazon’s Global Selling program marks Haldiram’s first direct venture into e-commerce in the US, which is already a big market for the company forming 40% of its annual revenues from offline exports.

“Our loyal customers have helped us retain our leading position in the market for over ten years, and we want to further expand our presence amongst our global customers,” said Pankaj Agarwal, managing director at Haldiram Snacks.

“With Indians settled across the world, there is a growing appetite for snacks that remind them of home. Collaborating with Amazon’s Global Selling Program allows us direct access to the American market.”

Currently, Haldiram’s has US Food and Drug Administration’s (FDA) approved selection with customized packaging for the market which has been made live and fulfilled by Amazon in US.

According to a Livemint report, the Nut cracker and Soan Papdi maker will provide customers with its products at prices similar to the offline retail market.

“Haldiram’s is one of the most trusted and beloved FMCG brand in India, and we are thrilled to have them on board,” said Abhijit Kamra, Director and Head – Global Trade, Amazon India.

“Through the Global Selling program, we offer them end-to-end solutions to cater to the growing appetite for quality ‘Made in India’ products amongst global consumers.

“We are confident that our partnership with Haldiram’s will further boost their business. We want to bring more Indian brands and MSMEs on board to unleash the potential of ‘Make in India’ initiative through our Global Selling program, by enabling e-commerce exports and providing global customer access.”

Amazon unveiled its Global Selling Program in India in May 2015 to provide opportunities for Indian sellers to grow and scale through e-commerce exports.

Amazon’s Global Selling program has since then recorded exports growth to the current value of US$1 billion. The program is projected to generate US$5 billion in cumulative export sales by 2023 for Indian exporters.

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