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Abstract
Ready to eat snacks segment of FMCG companies been rapidly growing in India, particularly in the last decade. Imprints of their existence can be commonly found at bakeries, grocery stores, restaurants, airport, schools and universities, trains. It has become a regular part of Indian diet and almost everyone has consumed them. The industry is growing at rate of 16 percent per year.The segment has not only transformed our diet but also the economy and culture as well. The present study attempts to capture consumer preference regarding ready to eat snack items and their perceptions regarding Haldiram’s range ready to eat snack items. An empirical study was conducted across select locations in Bangalore city. The major findings include majority of consumers consume Haldiram’s products for over 3 years, many of them find the products have significantly been improved over a period of time. However, much needs to be done by the veteran Indian player with respect to product variety, taste, packaging and quality to remain relevant to the market in the wake intensifying competition from fellow Indian and multinational giants.