ANNU GUPTA TO STEER HALDIRAM’S GLOBAL AMBITIONS

Haldiram’s has appointed Annu Gupta as CEO of its International Business, signalling a decisive push to expand the legacy Indian snacks brand worldwide. With over 13 years at Britannia and leadership roles across Africa and the Middle East, Gupta brings seasoned FMCG expertise to guide Haldiram’s global journey.  

In the world of fast-moving consumer goods, few Indian brands carry the weight of heritage and recognition that Haldiram’s does. From its humble beginnings as a family-run enterprise to its current status as a household name, Haldiram’s has long been synonymous with festive indulgence, everyday snacking, and the comforting taste of tradition. Now, with the appointment of Annu Gupta as Chief Executive Officer of its International Business, the company is signalling a bold new chapter—one that seeks to take its legacy global.  

For decades, Haldiram’s has thrived on the loyalty of Indian consumers, its products woven into the cultural fabric of celebrations and daily life. Its namkeen, bhujia, and mithai are staples across homes, and its packaging has become instantly recognisable. Yet, while diaspora communities have carried Haldiram’s abroad in suitcases and through small ethnic stores, the brand’s international presence has remained largely informal. The decision to appoint Gupta marks a shift towards a more deliberate, structured expansion strategy, one that positions Haldiram’s as a contender in the global snacks market.  

Gupta’s career trajectory makes him an intriguing choice for this role. With over 13 years at Britannia, he has seen first-hand how a legacy Indian brand can modernise, innovate, and compete in a crowded marketplace. His leadership stints across Africa and the Middle East have further honed his ability to navigate diverse consumer landscapes, regulatory challenges, and competitive pressures. These regions, often complex and fragmented, demand agility and cultural sensitivity—qualities that Gupta has demonstrated consistently.  

His earlier experiences at Colgate and Asian Paints add further depth to his profile. At Colgate, he would have absorbed lessons in building consumer trust and maintaining brand consistency across geographies. Asian Paints, with its reputation for operational excellence and supply chain mastery, offered insights into scaling businesses across borders. Together, these experiences have shaped Gupta into a leader who understands both the granular realities of distribution and the broader imperatives of brand storytelling.  

For Haldiram’s, the timing of this appointment is significant. The global snacks market is evolving rapidly, with consumers increasingly open to ethnic flavours, plant-based options, and fusion products. Indian cuisine, once considered niche, is now celebrated in culinary capitals from London to New York. This cultural shift presents Haldiram’s with an opportunity to position itself not merely as an ethnic brand catering to diaspora communities, but as a mainstream player offering authentic yet accessible products.  

Gupta’s challenge will be to balance authenticity with innovation. Haldiram’s strength lies in its traditional offerings, but international consumers may demand healthier formulations, convenient packaging, and flavour profiles that bridge cultures. Crafting a portfolio that appeals to both diaspora nostalgia and global curiosity will be central to the brand’s success. It is a delicate balancing act—retain the soul of Haldiram’s while adapting to the palate of the world.  

Distribution will be another critical frontier. While Haldiram’s products are already available in select international markets, scaling requires partnerships with large retailers, e-commerce platforms, and food service operators. Gupta’s experience in building networks across continents positions him well to negotiate these alliances and ensure consistent availability. The professionalisation of Haldiram’s international operations, under his leadership, will also be key to meeting governance, compliance, and investor expectations in global markets.  

Industry watchers note that Haldiram’s is entering this phase at an opportune moment. The appetite for Indian snacks is growing, fuelled by the global fascination with spice-forward flavours and plant-based ingredients. The brand’s ability to scale production while maintaining quality will be a differentiator. Moreover, its heritage offers a narrative advantage—consumers increasingly value authenticity, and Haldiram’s can credibly claim to represent the true taste of India.  

Gupta’s appointment also reflects a broader trend among Indian FMCG companies seeking to assert themselves internationally. Britannia, Dabur, and Amul have all made strides abroad, but the journey is far from straightforward. Success requires not only strong products but also leadership that can navigate cultural nuances and competitive landscapes. In this sense, Gupta embodies the bridge between Haldiram’s past and its future. His journey from sales floors to global boardrooms mirrors the brand’s own evolution from local sweet shops to international aisles.  

For consumers, the move promises greater access to a brand that has long been cherished in India. For Haldiram’s, it represents a bold step towards fulfilling its global ambition. And for Gupta, it is an opportunity to lead a legacy brand into uncharted territory, blending tradition with modernity, and local roots with international reach.  

As Haldiram’s embarks on this journey, the appointment of Annu Gupta is more than a leadership change—it is a statement of intent. A legacy Indian brand is ready to embrace the world, guided by a leader who has spent his career preparing for precisely this challenge. The snacks giant is poised to take its place on the global stage, with Gupta at the helm steering its course.