You can now order Haldirams bhujia, soan papdi in the US through Amazon

• Haldirams will now be available for sale in the US, through Amazon’s Global Selling Program.
• For Haldirams, the US was already a big market forming 40% of its annual revenues from offline exports.
• The partnership with Amazon will give Haldirams greater access to the US market.

From its bhujia to its gulab jamun and the soan papdi, Haldirams is an iconic Indian brand that has made it way to every nook and corner of the country. And it’s not a rare sight to see an Indian settled abroad, stuff his or her suitcase with Haldiram packets before leaving their home country.

Now the 37-year old brand is making its way to the US, through Amazon’s global selling program.

For Haldirams, the US was already a big market forming 40% of its annual revenues from offline exports. The partnership with Amazon will give Haldirams greater access to the US market.

“Our loyal customers have helped us retain our leading position in the market for over ten years, and we want to further expand our presence amongst our global customers. With Indians settled across the world, there is a growing appetite for snacks that remind them of home,” said Pankaj Agarwal, MD Haldiram Snacks.

Within a week of its launch, Haldiram’s products Nut Cracker and Soan Papdi have already become a hit in the US.

“Haldiram’s is one of the most trusted and beloved FMCG brand in India, and through the Global Selling program, we offer them end-to-end solutions to cater to the growing appetite for quality ‘Made in India’ products amongst global consumers,” said Mr. Abhijit Kamra, Director and Head - Global Trade, Amazon India.

Amazon Global Selling Program was launched in 2015 and is already making $1 billion in cumulative exports. It expects the number to go up to $5 billion by 2023.