Rose Media Group (RMG), a Sussex-based public relations agency, has been appointed by Haldiram UK, one of India’s largest snack brands, to lead its marketing and public relations efforts in the competitive UK market.
The appointment builds on an eight-year relationship between RMG and Haldiram, cementing their collaboration in a long-term strategic partnership. Haldiram, a global brand synonymous with authentic Indian snacks and sweets, is leveraging RMG’s expertise to grow its presence in the UK.
Founded in 1937 and still family-owned, Haldiram is a dominant force in the food industry with annual revenues that surpass the combined turnover of Domino’s and Burger King in India. The brand boasts a portfolio of over 500 products, including savoury snacks, sweets, ready-to-eat meals, and frozen foods. With an international reach spanning 80 countries and distribution to over seven million retail outlets, Haldiram is widely recognised as a leader in its sector.
Aneela Rose, Managing Director of Rose Media Group, expressed her enthusiasm about the partnership: “Having worked alongside Haldiram for the past eight years, this moment is a testament to perseverance and shared vision. We are thrilled to take on the challenge of establishing Haldiram’s products as household favourites in the UK.”
Haldiram’s marketing efforts in the UK and EU are being spearheaded by Rhea Agarwal, a third-generation member of the Agarwal family that owns the company. Rhea, who recently relocated to the UK, is focused on blending the brand’s rich heritage with innovative approaches to attract a new generation of Indian food lovers.
Rhea commented on the appointment of RMG: “Rose Media was the obvious choice for this endeavour. Their deep understanding of our brand, coupled with their loyalty and passion, made them a natural partner. This is our first significant push into using PR to expand our presence in the UK, and we are excited to celebrate Haldiram’s legacy while reaching new audiences.”
Haldiram has also diversified its product offerings under sub-brands such as Minute Khana, Khaas, and Cherish, alongside operating over 300 restaurants in India. The brand’s expansion into the UK and Europe marks a significant step in its global growth strategy.
Rose Media Group, established in 2004, has built a strong reputation for its work with clients across a range of industries, including food, technology, and sustainability. Its roster of food sector clients includes brands such as Hill Biscuits, itsu, and Kate’s Cakes. The agency has also garnered several awards for its success in delivering both traditional and digital PR campaigns.
The collaboration with Haldiram UK is seen as a milestone for Rose Media, showcasing its ability to elevate global brands within the competitive UK marketplace.