Sussex PR agency strengthens portfolio with India’s largest snack brand

Rose Media Group (RMG) proudly announces its partnership with Haldiram UK, India’s largest and most iconic snack brand, as it embarks on an ambitious journey to captivate the UK market. Marking the culmination of an 8-year relationship built on trust and a shared vision leading to this strategic partnership. A globally celebrated brand renowned for its authentic Indian snacks and sweets, Haldiram has chosen RMG as its retained agency to lead strategic marketing and PR efforts across a competitive UK market.

Founded in 1937 and still owned by the Agarwal family, Haldiram is India’s most renowned legacy snack brand. With a turnover exceeding the combined revenues of Domino’s and Burger King in India, Haldiram stands as a dominant force in the food industry.

Commenting on the new appointment, Aneela Rose, MD of Rose Media Group, said: “We’ve proudly championed the brand for the past eight years, and this partnership shows the power of perseverance and passion. We’re absolutely thrilled by the opportunities ahead to elevate their profile and establish their products as household favourites across the UK.”

Producing over 500 products including sweets, namkeen (small savouries), ready-to-eat and frozen foods, Haldiram products are distributed globally through over 1000 distributors, reaching 7 million retail outlets across 80+ countries including the UK, USA, and Australia. It has also diversified into sub-brands like Minute Khana, Khaas and Cherish, and has over 300 restaurants across India.

Rhea Agarwal, a third-generation member of the Agarwal family, brings a fresh perspective to Haldiram’s marketing as she leads the brand’s expansion into the UK and EU markets. Having moved to the UK as part of the younger generation, Rhea is deeply connected to the heritage of Haldiram’s and aims to bridge the gap between tradition and innovation to reach new and diverse audiences.

Speaking on the appointment of Rose Media, Rhea shared her excitement: “Rose Media was absolutely the natural choice for us. Their loyalty, integrity and deep understanding of our brand is nothing short of incredible. Their passion has been evident from the start and their experience is exactly what we need as we utilise PR for the first time to promote our homegrown brand.”

Rhea’s vision is clear: To celebrate Haldiram’s rich legacy while reimagining it for the next generation of Indian food lovers. Her leadership marks a new chapter for the brand as it grows its presence.

Set up by Aneela Rose in 2004, Rose Media works for clients across multiple sectors and in the last few years has won several business awards for its impressive success across traditional and digital PR campaigns. Other food clients include Hill Biscuits, itsu, Bagelman, Lizzies Food Factory, Olivier’s Restaurant and Kate’s Cakes.

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