Haldiram Snacks Food Pvt. Ltd. has strengthened its quick service restaurant ambitions with the appointment of Rajiv Singh as VP – Head of Marketing & Growth for its QSR vertical. The move signals a clear intent to shift from a legacy-led food powerhouse to a modern, brand-driven QSR player with ambitions that extend well beyond India.
Singh joins from ITC Limited, where he played a key role in food and retail-led growth initiatives. With over 15 years of experience across FMCG, food services, and consumer retail, he brings a rare blend of brand building discipline and execution-led growth thinking critical as Haldiram scales its QSR footprint in an increasingly competitive market.
The QSR space in India is entering a new phase, where success is no longer driven by footprint alone. Consistency, experience design, digital discovery, and brand storytelling are becoming as important as menu innovation. Singh’s mandate sits squarely at this intersection aligning brand strategy with customer acquisition, retention, and omnichannel expansion.
For Haldiram, the appointment reflects a broader organisational shift. The company is transitioning from being primarily product-led to becoming experience- and format-led, especially as it eyes overseas markets where brand perception, standardisation, and localisation must move in sync.
From a leadership perspective, bringing in FMCG-trained marketers into QSR roles highlights a growing convergence between consumer goods and food service marketing. As QSR brands compete on trust, familiarity, and scale, structured marketing systems and data-led growth become essential.
Rajiv Singh’s appointment underscores Haldiram’s intent to build a future-ready QSR engine one that balances heritage with modern marketing, and domestic strength with global ambition.
