Bikaji Foods International, a traditional snacks and sweets giant, highlighted Snakible, a new venture focused on the healthy snack segment, at Aahar 2026 in Delhi. In a recent discussion, Surbhi Sharma, marketing and media representative for Bikaji, detailed the brand’s strategic vision for the future.
Bikaji shares a common lineage with well-known snacks brand Haldiram’s but operates as a distinct brand with its own identity. The company boasts an extensive portfolio ranging from classic namkeens and sweets to modern maida items and specialty gourmet foods, positioning itself as a comprehensive player in the Indian ethnic snacks category.
Sharma told IndiFoodBev that a significant component of Bikaji’s growth strategy involves its diverse business holdings and investments. The company maintains a controlling 51% stake in Snakible, making Bikaji the primary decision-maker for the brand’s direction.
“The company is making inroads into the modern confectionery market through its holding in Cacao Springs, which specializes in contemporary chocolate products. These investments signal Bikaji’s intent to diversify beyond traditional snacks and capture the growing consumer demand for health-conscious and premium treats,” she said.
To solidify its presence in the competitive snack market of Uttar Pradesh, Bikaji has launched a major brand positioning campaign featuring actor Pankaj Tripathi. The campaign, titled ‘Bikaji Kya Baat Hai Ji,’ was directed by the assistant director of the hit series Mirzapur, aiming to resonate with the cultural nuances of the region.
While the brand already enjoys a dominant position in states such as Rajasthan and Assam, this new push is designed to challenge established competitors such as Haldiram’s in UP and eventually Delhi. This marketing blitz represents a shift toward aggressive push marketing to showcase the brand’s traditional roots to a wider audience.
On the international front, Bikaji continues to expand its global footprint, currently exporting its products to 69 countries. Sharma says, “While the domestic market remains the primary revenue driver, exports account for approximately 10% of the company’s total revenue. The international portfolio includes a specialized ready-to-eat range tailored for global consumers, which requires a sophisticated cold chain infrastructure for distribution.”
Despite the logistical challenges of frozen food, the company sees significant potential in overseas markets as it continues to modernize its packaging and brand identity to appeal to both traditional and contemporary consumers worldwide.
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Naresh Khanna – 10 February 2025
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