CE DESK 
Haldiram’s Snacks appoints Rajiv Singh as VP Marketing & Growth for Quick Service Restaurants to scale branded outlets, drive menu innovation, and expand urban food service footprint.
Haldiram’s Snacks Food Pvt Ltd, India’s iconic packaged foods giant, has appointed Rajiv Singh as Vice President – Head of Marketing & Growth for its Quick Service Restaurant (QSR) business. Singh will lead the branded outlets expansion, menu innovation, and customer acquisition strategies as Haldiram’s accelerates its transition from packaged snacks to organized food service amid rising urban demand for authentic Indian cuisine.
With extensive FMCG and QSR experience across market leaders, Singh joins at a pivotal time when Haldiram’s aims to scale 100+ company-owned outlets across metro and Tier 1-2 cities. His mandate includes optimizing real estate, driving digital ordering through Zomato/Swiggy integrations, launching localized menus blending traditional namkeens with fusion items, and building loyalty programs targeting millennials and working professionals.
Singh’s leadership becomes crucial as Haldiram’s competes with Domino’s, McDonald’s, and regional chains while leveraging its unmatched brand equity and supply chain advantages. The QSR push capitalizes on packaged foods profitability to fund aggressive outlet growth targeting ₹1,000 crore+ annual sales within three years.
Reporting to the Snacks Business CEO, Singh will spearhead omni-channel marketing blending in-store experience design, influencer partnerships, and performance media to establish Haldiram’s as the go-to destination for convenient, authentic Indian snacking solutions.
