Haldiram’s enters strategic partnership with L Catterton

Global consumer-focused investment firm, L Catterton has entered into a strategic partnership with and invested in packaged food company, Haldiram’s. The collaboration aims to fortify Haldiram’s market leadership in the country and accelerate its international expansion on the back of its robust fundamentals, brand equity, and growth potential.

With the partnership, Haldiram’s will be able to tap into L Catterton’s global consumer sector expertise, operating prowess, and industry network, as well as local talent, insights, and relationships. This positions Haldiram’s to benefit from L Catterton’s vast capabilities, including that of the firm’s Executive Chairman of India Sanjiv Mehta, the former Chairman / CEO and Managing Director of Hindustan Unilever Limited.

Leveraging L Catterton’s sector mastery honed over investing in and growing consumer businesses for almost four decades, as well as Mehta’s experience managing India’s largest consumer company and other leadership roles across various Unilever businesses over 25 years, Haldiram’s will endeavour to foster a global ‘India for the World’ brand. This will involve unlocking further value via a comprehensive range of initiatives in areas such as brand building, new product development, supply chain and distribution optimisation, geographic expansion, as well as talent development.

Mehta commented, “Haldiram’s is an iconic Indian brand that resonates across the country as the undisputed leader in the ethnic snacks category and has significant potential to become a global brand in the packaged snacks space. We are delighted to back Haldiram’s and drive further growth in India’s evolving and flourishing consumer market, as well as galvanise its internationalisation.”

L Catterton has significant experience in building brands in the packaged food space across the world. Current and past investments in the space include Cholula Hot Sauce, Farmley, Ferrara Candy Company, Goodles, Kettle Foods, Kodiak, Little Moons, NotCo, Planted, and Plum Organics.