THE RISE AND FALL OF HALEEB FOODS

NAME: HUZAIFA MALIK

ROLL: 241551399
INSTRUCTOR: MARYYAM KHAN

CASE STUDY EDITED

Introduction: Haleeb Foods stands out as a key player in Pakistan's dairy sector, putting a

strong focus on the health and well-being of its customers since its establishment. Using top-

notch methods for dairy processing, the company boasts a diverse portfolio featuring well-known

brands. From milk to juices and pure ghee, their range of quality products adheres to stringent

quality standards, including ISO 9001:2008 and ISO 22000:2005. With almost 5000 employees,

it operates as a privately held company headquartered in Lahore, Punjab, with all its products

licensed by PSQCA.

Brand History: In 1984, Chaudhary Dairies Limited set the foundation for Haleeb Foods,

introducing its first product, Haleeb, in 1986. Despite a brief joint venture with Frisel and Frisco

Dono of the Netherlands in 1989 (which ended in 1991), Haleeb Foods found its stride in 1998

through a franchise agreement with Candia, a French company, resulting in Candia milk

products. The pivotal shift occurred in 2004 when the company rebranded from Chaudhary

Dairies to Haleeb Foods, marking the beginning of its dominance in the dairy market. By 2008, it

expanded its product line into the beverage segment, introducing new dairy products.

Product Portfolio: Haleeb Foods boasts a varied product range, including milk, yogurt, ghee,

butter, and juices like Haleeb plain yogurt, Haleeb tea max, Haleeb Xtra energy milk, UHT milk,
Haleeb Plain Milk, Xtra Lite milk, Haleeb Premium cream, Haleeb butter, just fruit, Tropic, and

more. Among these, their core products are milk and tea whiteners.

The Dairy Market: The Pakistani dairy market, while promising, faces complexities due to

rapid urbanization, changing consumer preferences, and fluctuating economic conditions. The

market includes segments like milk substitutes, milk, milk products, eggs, divided into six

subcategories:

1. The Milk Segment.

2. The Milk Substitute segments.

3. The Yogurt segment.

4. The Cheese Segment.

5. The Eggs segment.

6. The other dairy products and eggs segment.

In 2023, the market's revenue reaches $12470 million, with an expected annual growth of 6.94%.

The volume is projected to reach 11630 million kg by 2028, and the average volume per person

is 44.8kg in 2023, showing an upward trend. Haleeb has the potential to regain its market share

considering this positive trajectory.

IDENTIFYING PROBLEMS AND THEIR SOLUTIONS

Spotting the Problems:

Haleeb Foods faced some challenges. One big issue was trying to make too many things like

flavored milk and yogurt, forgetting about their main product – white milk. Changes in

government rules, strong competition, bad news in the media, and problems inside the company

added up to make things tough. To fix this, Haleeb needs to refocus on what they do best –

making good white milk – and rebuild trust with customers.

Finding Solutions:

The case study tells us that the solutions are already there in dealing with the identified issues.

Haleeb should go back to basics, emphasizing high-quality white milk. They should talk openly

with the government to solve rule problems, share the good stuff about their products, and

rebuild trust by being clear. Using modern technology, teaming up with popular people, and

keeping customers at the center are also good ideas to solve inside problems.

Good Ideas for the Future:

The case study gives smart suggestions for Haleeb Foods and others in a similar spot. It says to

plan things smartly, talk openly, and be ready for new technology. These ideas are like a guide

for companies thinking about making big changes, making sure they have a successful and long-

lasting result.

OVERALL SUMMARY OF CASE STUDY

The Haleeb Foods case study takes a close look at the journey, challenges, and outcomes of

Haleeb Foods in Pakistan's dairy industry. It skillfully explores key factors like product
diversification, government regulations, market competition, and internal issues that influenced

Haleeb's performance. The case study emphasizes the importance of going back to core products,

effective communication with the government, rebuilding trust, and adopting new technology for

Haleeb's revival. It offers valuable insights for companies facing similar situations, highlighting

strategic planning and adaptability as crucial elements for long-term success in the market.

REFERENCES

https://tribune.com.pk/story/528847/making-up-for-lost-time-haleeb-foods-starts-recovery-

but-remains-risk-averse

https://wap.21food.com/showroom/223179/productlist/list.html

https://www.statista.com/outlook/cmo/food/dairy-products-eggs/pakistan#:~:text=Revenue

%20in%20the%20Dairy%20Products,US%24159bn%20in%202023)

https://profit.pakistantoday.com.pk/2017/05/15/haleeb-what-happened-how-its-being-fixed/

https://the5ws.net/haleeb-foods-can-atif-zubair-resurrect-the-brand-from-its-ashes/