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March 15, 2021: 12:00 AM EST
The Indian sweets, snacks, and restaurant company, which makes roasted channa (chickpeas), roasted peanuts, diet murmura (puffed rice) and bhel (puffed rice and vegetables), and other snacks, has entered into a 51:49 joint venture with South African health food company Futurelife. The JV is launching products such as granola, protein powders, and oats. But because Indian consumers tend to prioritize flavor over health, the company is working closely with Haldiram's to get a sense of flavor profiles that would be more attractive to the Indian consumer. The Idea is to “Indianize” products like oats and granola, in much the same way Haldiram’s was able to “Indianize” a western product like potato chips.
Ajita Shashidhar, "Murmura to granola! Haldiram's sets eyes on India's health food market", Business Today, March 15, 2021, © Living Media India Limited
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