Bikaji Success Story – Founder, Business Model, Competitors

Image credit: TV9 Bharatvarsh

India is greatly known for its variety of cuisines and delicious tastes, which are easy to find on any street, village, or city. Moreover, snacks and refreshments are available in every place under the packed plastic. In India, various brands provide delicious snack items nationwide and add flavour during tea time in all families. Here in this article, we will delve into one of the renowned brands, Bikaji Success Story, which manufactures various Bhujia and Namkeen widely taken as a snack during tea and coffee times in every household. 

Bikaji is a famous Indian brand that makes snack items like Alloo Bhujia, Besan Bhujia, Matar Dana, Penuts, Nut Cracker, and many more. Well, the success story of Bikaji will give an idea of the business, including its founder, business model, and its competitors. 

Bikaji in India is one of the popular brands for snacks and other food items like bhujia, namkeen, papad, chana mixture, chat papadi, Bombay mix namkeen, and chatpata sev all across the world. 

Bikaji; About and How It Works

A visionary man who thought of offering this Indian taste to all over the world in 1987, Shri Shivratan Agarwal founded the company Bikaji, which was earlier called Shivdeep Industries Ltd when it was founded. The indelible vision of Sivratan Agrawaal has built a great brand name in India and other countries for its delicious taste and quality. 

He was inspired by the elder in this field, Bika Rao, who was the founder of the Bikaner and Ji; consequently, the names of the great visionary and inspirational personalities came into effect in the name of popular Bhujia and Namkeen. The other reason for using his name is just because people need such a name that can be memorized all the time in the future. 

stepping into the past of India when technology was only a listening word, and with the absence of technology, the Shivratan was not able to manufacture the bhujia on a large scale, and this was the start of the company in India. Shivratan thought of exporting his Bhijia to the UAE, which was the first international export of Indian Bhijia. 

Bikaji Success Story is the process of manufacturing and delivering it to different parts of the country and international markets by following the norms and standards of the international authorities. As far as his struggle involves the company picking up the best quality of material and creating a hygienic environment where there is no human allowed and it can be packed in an automated outlet.

Industrial Work of Bikaji

Bikaji is a known snacks and sweat brand in India and is one of the leading brands in the FMCG sector in India and international countries, delivering the main products like bhujia, namkeen, papad, and frozen sweets. 

As per the research conducted, it was found that today the modern youth are more looking for foods and beverages made outside of the house, and this has helped them to expect at least 14.2% growth by 2024. India is on a path of success and urbanization where the people and the society are making themselves more dependent on packaged and processed food items. 

Founders and Team of Bikaji

No business gets success overnight, and none can achieve great heights without a team and members who stand as family members of the company. The founder of the Bikaji Shivratan Agarwal is a visionary entrepreneur and also a grandson of the Haldiram’s founder, Mr. Gangabishan Agarwal. 

He began his career in 1987 by offering the delicious taste of the bhujia made with love and Indian style to every consumer. He decided to sell his products and bhujia under the name and label Shivdeep Industries Limited, but after some years, the name Bikaji was used in 1993 after the founder of the city.

He has worked to enhance the quality and taste of the bhujia with all his effort, and he has almost 25 years of experience in the food industry. He is the chairman and all-time director of the company who follows the quote, “If you aren’t curious and excited, you can’t innovate; if you can’t innovate, you can’t survive.”

The team of Bikaji has thousands of employees, and the managing director of Bikaji is Deepak Agrawal, who is a graduate of the S.P. Jain Institute of Management & Research, Mumbai, in management, has almost 20 years of experience in this industry. 

Bikaji Success Story also involved a renowned name, Shweta Agrawal, who has been a key personality in Bikaji for its success and maintaining relationships. She has pursued her bachelor’s in arts and a master’s degree in arts (English) from Maharishi Dayanand Saraswati University, Ajmer. She is also the full-time director of Bikaji.

Name, Tagline, and Logo

“Bikaji Aslee Bikaneri” is the tagline written in the logo of the Bikaji Bhujia and brands, and the name ‘Bikaji’ was used by the founder Shivratan, the founder of Bikaner City Bika Rao. He was the founder of the city of Bikaner and belonged to the Rathore prince family, which was known for treating people with great hospitality. The special taste and its favourite cuisines helped the city to get the charm and glory of the city. 

“Amitji Loves Bikaji” is the tagline used by the superstar of Bollywood Amitabh Bachchan in 2019 when he was appointed as the brand ambassador of the brand Bikaji. 

Mission and Vision

The company Bikaji is looking for the best and most advanced technology and research development to manufacture the best quality of products and to establish itself as one of the best brands in making the best snacks and products in the world. 

The company is working to keep itself as the global leader by offering the best service and delicious taste to all customers’ and stakeholders’ satisfaction. They aspire to gain deep loyalty by providing them with the best quality products and fulfilling their ever-changing demands. 

Bikaji Business Model

The Bikaji brand contains a highly strategic business model in which the experts are applying their campaign and strategy. Of the six operational manufacturing facilities in India, four are located in Bikaner (Rajasthan), one in Guwahati (Assam), and one in Tumakuru (Karnataka). 

Products manufactured by the Bikaji

Bhujia

Bikaji is the brand that produces the largest Bhujia in India. They manufacture the best quality bhujia using traditional methods and furnaces that provide an authentic and unique taste. Bikaji is exporting its Bhujia to different regions of the world, such as Asia Pacific, North America, and the Middle East. 

Namkeen

Namkeen is also one of the products that is made by the global snack-producing company Bikaji in India with all its manufacturing units. Various varieties of products are provided, such as moong dal, soya sticks, nutcrackers, and more.

Papad

Bikaji is also the most important in papad manufacturing, and it is the second largest manufacturer of papad in India. All the papad of Bikaji is handmade with traditional style and best quality using fine-quality raw materials. 

Western snacks

The brand Bikaji in India also manufactures the best quality Western snacks like chips, pellets, and other types of Western snacks, which are most famous among the people of Western cities.

Packaged sweets

The brand is renowned for making packaged products including sweats and namkeen with different styles and taste styles using some of the unique traditional styles and cuisines that were earlier used by our ancestors in their diets. The products manufactured by the company are also helping the people to keep their ancestor’s technique of food style. 

Revenue Model of Bikaji

The company is known for delivering its products like bhujia, namkeen, and sweats to different countries of the world, such as North America, Europe, the Middle East, Africa, and the Asia Pacific, to almost 35 countries outside India. This is the greatest source of the company’s revenue. In India, the company covers all the operations in 22 states and 3 union territories where the company Bikaji has its operational management. 

Funding and Investors

The snack manufacturing company Bikaji also gets funding from different personalities and companies. Recently, it got funds from Avendus Future Leaders Fund and has invested Rs 40 crore in Bikaji. 

Acquisitions and Partnerships

The bhujia-making company in India Bikaji is involved in various acquisitions and partnerships. Lighthouse Funds held 7.472% equity shares in the company through its private equity funds (Maharaja Fund). 

In 2021, the agency CCI gave its approval for the acquisition of Bikaji by Lighthouse India Fund III, Limited (Fund III) and Lighthouse India III Employee Trust (Lighthouse Employee Trust). As per the recent approval by the agency, around 2.727% of equity shares in Bikaji.

Conclusion

Bikaji is the first name that comes to people’s minds during snack time when people are about to have tea and coffee due to its traditional taste and style of manufacturing in which all the important ingredients are used during the manufacturing. All the famous personalities are involved in the marketing strategy of this company, such as Amitabh Bachchan, who has been appointed as the brand ambassador. Taste is the one thing that can make you addicted, and such an addiction is offered to the world by the Bikaji with the help of its bhujia, namkeen, shev, and packaged sweets.