Haldiram’s & Turkish association give Indian mithai a hazelnut twist

Haldiram’s has teamed up with the Turkish Hazelnut Exporters Associations to introduce a line of eight premium hazelnut-based sweets. This collaboration, aimed at penetrating the Indian market, comes just a month after the Turkish trade body’s debut in the country. The new offerings include Turkish Hazelnut Kathli, Lauj, Bites, Fusion, Crunch, Ladoo, Delight, and Dates.

The sweets are available in various SKUs across 20 stores in the Delhi-NCR region and through Swiggy, with a price of Rs 500 for six pieces of assorted varieties. The launch coincides with the festive season, a time when sweet consumption typically reaches its peak.

Turkey is the world’s leading producer of hazelnuts, contributing to 65% of global production. Turkish hazelnuts are known for their distinct sweetness, unique texture, and robust nutritional profile, which includes vitamins, dietary fibre, and monounsaturated fats. These hazelnuts are naturally cholesterol-free, making them a healthy addition to any diet.

Kailash Agarwal, president of retail at Haldiram’s, states that the launch during the festive season was intentional, as this is a time when consumers typically indulge in sweets. "We wanted to introduce hazelnuts as an ingredient in sweets, giving our customers a glimpse into how these nuts can elevate traditional offerings,” Agarwal says.

Mansi Ahuja, the India representative for the Turkish Hazelnut Exporters Associations, adds that the collaboration is a perfect match. "Haldiram’s is synonymous with gifting. Turkish hazelnuts, though new to the Indian market, bring a fresh and healthy twist,” she said.

Ahuja highlighted that hazelnuts, while well-known globally, are primarily associated with chocolate-selling brands like Ferrero Rocher or Nutella in India. Through this partnership with Haldiram’s, the aim is to introduce hazelnuts as a versatile and healthy ingredient for traditional Indian mithai. "We want to promote hazelnuts as a healthy snack and ingredient, accessible to everyone and not just seen as a premium or niche product,” she added.

Haldiram's has set the pricing of all eight offerings at Rs 4,000 per kg, despite positioning them as mass products.

The marketing strategy for Turkish Hazelnut Exporters Associations includes collaborations with trade partners, retail promotions, influencer partnerships, and showcasing chefs creating recipes using the product. In addition, the trade body is working with bakeries, ice cream parlours, and biscuit manufacturers to make hazelnuts available in various forms, such as whole, chopped, and paste.

Haldiram’s, which has an established presence in over 100 countries, is also looking to expand its reach beyond India, with plans to open restaurants internationally.

Looking ahead, Ahuja hinted at the possibility of enlisting a brand ambassador to further promote Turkish hazelnuts in India and expand their reach.

With the festive season driving demand for sweets, the collaboration between Haldiram’s and the Turkish Hazelnut Exporters Associations is set to redefine traditional Indian mithai, bringing a fresh twist of health and versatility to the Indian sweets market.