Haldiram’s has made a senior leadership addition as it scales up its quick service restaurant ambitions, appointing Rajiv Singh as Vice President and Head of Marketing and Growth for its QSR business. The move signals the company’s intent to sharpen brand visibility, accelerate store-led growth and deepen consumer engagement across India’s rapidly expanding organised food services market.
Singh brings more than ten years of experience spanning FMCG, retail, direct-to-consumer and food technology businesses. Before joining Haldiram’s, he was part of ITC’s food-tech and cloud kitchen venture, where he helped shape the company’s entry into emerging digital food formats and contributed to building its early growth engine. His career also includes stints at Happilo International, Blackberrys Menswear, Cheil Worldwide, Spencer’s Retail and Intex Technologies, where he worked across brand strategy, digital marketing, retail expansion and strategic partnerships.
Over the years, Singh has built a reputation for operating at the intersection of legacy consumer brands and new-age platforms. His work has covered brand positioning, consumer acquisition, D2C growth models, omnichannel marketing, portfolio planning and new product launches. This blend of experience is expected to support Haldiram’s as it balances its heritage brand equity with the demands of a modern QSR customer.
The appointment comes at a critical phase for Haldiram’s, which has been increasing its focus on the QSR format alongside its core packaged foods business. The organised QSR market in India has been growing steadily, driven by urbanisation, higher discretionary spending and changing eating habits. Industry estimates suggest the segment will continue to expand at a healthy pace over the next few years, attracting both domestic and global players.
With Singh leading marketing and growth, Haldiram’s is expected to place stronger emphasis on consumer-led innovation, digital-first outreach and scalable store expansion. The company aims to leverage its strong brand recall while building a sharper, more contemporary QSR identity suited to India’s evolving food service landscape.
