Indian snacks maker and a 37-year old brand, Haldiram’s, has ventured into the US e-commerce market through Amazon’s Global Selling Program, a program by Amazon launched in 2015 that enables businesses to list and sell their products across the world on Amazon global marketplaces.

With Amazon’s Global Selling program, Haldiram’s is making its first direct venture into e-commerce in the US, the company said in a statement to a business daily.

Partnering with Amazon will help Haldiram’s to expand and increase its penetration into the US market, which is already its biggest market globally accounting 40% of their annual revenues from offline exports outside India.

According to a report by Business Insider, Haldiram’s products Nut Cracker and Soan Papdi have already become a hit in the US within a week of its launch.

“Our loyal customers have helped us retain our leading position in the market for over ten years, and we want to further expand our presence amongst our global customers. With Indians settled across the world, there is a growing appetite for snacks that remind them of home. Collaborating with Amazon’s Global Selling Program allows us direct access to the American market,” said Pankaj Agarwal, managing director at Haldiram Snacks to Economic Times.

Founded in 1937, by Shri Ganga Bhishen Agarwal in Bikaner, Rajasthan, Haldiram’s is also a member of Snacks Food Association (SFA), Virginia, USA which comprises of world renowned food product manufacturers.

Notably in 2015, Haldirams’ snacks were refused admittance into US market by the Food and Drug Administration (FDA) of USA alleging that its products contains a pesticide chemical. Later in the same year the company was given a clean chit by the Maharashtra Food and Drug Administration (MFDA). The official statement by MFDA ascertained, “Samples of Haldirams’ bhujia sev, navratan mix, potato chips, sonpapdi, moong daal, etc., were tested. All were within limits.

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To recall, in April this year, Haldiram’s also ventured into Indian startup ecosystem when it announced that it will be investing and mentoring consumer products startups in India for next 2 years and for same it has partnered with Mumbai-based Venture Catalyst (VCats), an integrated startup incubator and investment platform.

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