New Delhi, January 23, 2026 – Haldiram Snacks Food, the iconic Indian snack giant that’s been a staple at every family gathering and roadside stop for decades, is gearing up to conquer the quick-service restaurant (QSR) world. In a strategic hire that’s raising eyebrows across the FMCG and food-tech circles, the company has brought on Rajiv Singh as Vice President – Head of Marketing & Growth for its QSR business, effective January 2026. For Singh, it’s a homecoming of sorts – returning to the snack empire after cutting his teeth in high-growth food ventures, just as Haldiram’s eyes scaling its outlets across India and beyond.

Singh steps in from a four-year stint at ITC Food Tech, where he was instrumental in building the company’s cloud kitchen empire and food-tech playbook. Think digital-first brands launched from scratch, aggressive expansion into new formats, and growth strategies that turned kitchens into revenue machines. Before ITC, he spearheaded brand marketing and strategic partnerships at Happilo International, driving D2C surges, portfolio expansions, digital campaigns, and influencer magic that put premium nuts on every millennial’s snack list. His resume reads like a masterclass in transformation: leadership at Blackberrys Menswear (brand overhauls, retail marketing, massive IP events), visual merchandising for Samsung India at Cheil Worldwide, and regional marketing ops at Spencer’s Retail.

In his new role, Singh will wear multiple hats – crafting marketing narratives that blend Haldiram’s nostalgic bhujia legacy with modern QSR appeal, fueling customer acquisition, and scaling the footprint from bustling metros to overseas markets. Haldiram’s QSR push isn’t new, but with India’s eating-out market exploding (projected to hit $60 billion by 2030) and global Indian diaspora craving authentic flavors, this feels like perfect timing. Expect innovations like app-exclusive deals, loyalty programs blending snacks with meals, and perhaps even international pop-ups in the UAE or UK where Haldiram’s already testing waters.

From Snack Icon to QSR Contender: The Bigger Picture

Haldiram’s has long dominated packaged snacks, but the QSR foray – think thalis, chaats, and samosa platters served fast – taps into the post-pandemic crave for convenient desi eats. Singh’s food-tech chops position him perfectly to bridge traditional flavors with Gen Z demands: quick, Instagrammable, and sustainable. His track record suggests he’ll prioritize data-driven growth, omnichannel experiences, and partnerships that could see Haldiram’s collaborate with delivery giants or even cloud kitchen networks.

A Leadership Bet on Growth

This appointment signals Haldiram’s all-in on professionalizing its QSR arm amid fierce competition from Domino’s, McDonald’s localization, and homegrown chains like Wow! Momo. Singh’s blend of brand storytelling and scalable ops could be the secret sauce, much like his ITC days when cloud kitchens became profit centers.

Conclusion: Fueling Haldiram’s Next Chapter

Rajiv Singh’s arrival is more than a C-suite shuffle – it’s a clear vote of confidence in QSR as Haldiram’s growth engine. With his proven playbook in digital disruption and brand scaling, he’s primed to transform nostalgic bites into a global QSR powerhouse. As Indian consumers demand more from their quick meals, Haldiram’s could leap from snack shelf king to full-service contender. Watch for bold campaigns and outlet expansions; the bhujia empire is just getting started.