Rose Media Group has announced its partnership with Haldiram UK, India’s most iconic and largest snack brand, as it embarks on an ambitious journey to capture the UK market. This strategic collaboration comes as the culmination of an 8-year relationship built on trust and shared goals. As a globally renowned name synonymous with authentic Indian snacks and sweets, Haldiram has chosen RMG as its retained agency to spearhead marketing and PR efforts in the competitive UK market.

Founded in 1937 and still owned by the Agarwal family, Haldiram is a true legacy brand in India, with a turnover surpassing the combined revenues of Domino’s and Burger King in the country. It is a powerhouse in the global food industry, celebrated for its quality and innovation.

Commenting on the new partnership, Aneela Rose, Managing Director of Rose Media Group, said: “We’ve passionately championed Haldiram for the past eight years, and this partnership demonstrates the power of perseverance and shared vision. We’re absolutely thrilled about the opportunities ahead to elevate their profile and make their products household favourites across the UK.”

Haldiram produces over 500 products, including sweets, namkeen (small savouries), ready-to-eat meals, and frozen foods. These are distributed globally through a vast network of over 1,000 distributors, reaching seven million retail outlets across 80+ countries, including the UK, USA, and Australia. The brand has also expanded into sub-brands like Minute Khana, Khaas, and Cherish, while operating more than 300 restaurants across India.

Rhea Agarwal, a third-generation member of the Agarwal family, is driving the brand’s expansion into the UK and EU markets with a fresh, innovative approach. Based in the UK, Rhea is deeply connected to Haldiram’s heritage and aims to blend tradition with innovation to attract new and diverse audiences.

Speaking about the partnership, Rhea said: “Rose Media was the natural choice for us. Their loyalty, integrity, and deep understanding of our brand are remarkable. Their passion has been evident from day one, and their expertise is exactly what we need as we use PR for the first time to promote our homegrown brand internationally.”

Rhea’s vision is to celebrate Haldiram’s rich legacy while reimagining it for a new generation of Indian food lovers. Her leadership marks an exciting new chapter for the brand as it expands globally.

Established in 2004 by Aneela Rose, Rose Media Group has built an impressive track record, working across multiple sectors and winning numerous awards for its success in traditional and digital PR campaigns. The agency’s food sector clients include Hill Biscuits, itsu, Bagelman, Lizzies Food Factory, Olivier’s Restaurant, and Kate’s Cakes.

Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk