PLOT: 3.5/5 CHARACTERS: 3/5 CLIMAX: 3/5 WRITING STYLE: 3.5/5 ENTERTAINMENT QUOTIENT: 3.5/5
It’s delicious, it’s munch-worthy, and it’s the food label that’s on every Indian’s lips. Who doesn’t like some crunchy Bhujias or Ladoos, and that too from Haldirams? Be it the evening snack or the dessert that completes the full-course meal, Haldirams is a brand that is well-recognized within India and abroad, of course, for all the tasty reasons.
It may have humble beginnings, but it has withstood the test of time over and over again with the tenacity, diligence, and adaptability of the makers of this brand. But who are these Bhujia barons who built this global brand from scratch? What challenges did they have to face? What strategies did they adopt? Most importantly, what innovative ideas drive their business, and how do they ensure their long-term success?
It is nothing short of awe-inspiring, the story of how the humble beginnings of a family-run business in Bikaner propelled Haldiram’s into a global name to reckon with.
In this book, Pavitra Kumar provides a bird’s-eye view of the Agarwal family, who initially crafted delicious Bhujias in their hometown of Bikaner. Tracing the rise of the Agrawals must have been a challenging feat for the writer, as indicated by the twists and turns of the animated plot.
The Agrawals ascended from Bikaner as a small home-grown label to become a global Indian snack icon. The plot revolves less around business strategies (which are, of course, trade secrets) and more around family feuds, with several court cases marking the personal and professional rivalries that saturate the story of this family. The family tree at the very beginning of the book aids in better understanding and following these dynamics.
This is complemented by colored photographs of the various members throughout the book, allowing readers to become better acquainted with the Agrawals and the many dimensions of their extensive family. However, the family issues or challenges encountered in establishing and expanding this business are not the primary focus of this book. They are an aspect of it.
The book unravels an intense family drama with several subplots exploring multiple angles of the characters, some indicating jealousy, vehement disputes, and strong disagreements. It is these elements that ultimately shape the trajectory of the family and mark the ebb and flow of incidents and events, fundamentally altering the brand’s progress and development in unforeseen ways.
This dynamic environment within the plot remains unpredictable, despite readers’ attempts to anticipate the next incident. It renders the plot highly engaging, albeit dramatic. Yet, such fluctuations are often characteristic of great endeavors. Amidst these highs and lows, the story provides inspiration akin to a coming-of-age, rise-of-the-underdog narrative.
Therefore, the book also offers numerous key takeaways for readers on achieving success in business, despite not adhering strictly to Western business strategies. It demonstrates the ability to compete with Western business standards, encompassing hygiene, packaging, manufacturing, supply chain management, brand publicity, and, most importantly, reliability.
Their success is further evidenced by their global outreach and availability in countries across the globe, as well as the increased employment opportunities they have generated in their factories in India. These achievements are not merely superficial branding strategies; rather, they stem from the quality of their products, which speaks volumes for itself. This trustworthiness is the primary reason behind their popularity—the assurance that buyers can rely on them, consistently delivering satisfaction.
This consistency and perseverance offer valuable lessons, serving as unspoken yet practical advice to be integrated into one’s work culture.
Additionally, the brand’s vision harmonizes seamlessly with its mission to tantalize both the taste buds and the senses through functional packaging. These endeavors have boosted sales and propelled them to new heights. Moreover, Haldiram’s state-of-the-art Bhujia-making factories ensure hygiene, with workers consistently wearing gloves and caps during their shifts. Measures are also in place to guarantee worker safety and mitigate professional hazards, with automation integrated where applicable. These factors make the brand forward-looking, adept at adapting to changes and thriving in the market over generations.
The writing style is easily digestible, with a fitting and judicious choice of vocabulary. The third-person narrative point of view delivers events in a story-like manner, enhancing reader engagement. Dialogue interspersions deviate from the conventional non-fiction approach, maintaining a semi-formal narrative style.
The narrative’s practice of weaving between different locales and presenting a unique blend of family history with brand building renders it informative and engaging, making it a captivating one-time read—a sentiment echoed in the vibrant book cover.
Above all, the catchy title of the book is bound to linger in the minds of readers for a considerable time.
Can’t wait to read it? Buy your copy of Bhujia Barons right away!
