When Mukesh Gupta founded Indian Foods Group in 1998, the idea of making Indian snacks a household staple across Australia seemed like a novel idea. At the time, Indian cuisine was still largely confined to ethnic grocery stores and niche restaurants. Two decades later, the numbers tell a different story: Australians have eaten over 100 million Haldiram’s samosas in 2025, a milestone that reflects not only the success of one brand but the growing influence of Indian Foods Group in shaping the nation’s food culture.
From Modest Beginnings to National Reach
What began as a small family business has grown into one of Australia’s leading importers and distributors of Indian grocery products. Headquartered in Sydney, Indian Foods Group has invested in state-of-the-art warehousing and distribution facilities in Melbourne and Brisbane, supported by a network of sub-distributors across the country. This infrastructure ensures that their portfolio of ready-to-eat frozen products and dry savoury snacks can be found on supermarket shelves in metropolitan hubs and regional towns alike.
Over the years, the business has moved beyond the role of distributor to become a cultural bridge, connecting Australian households with products that were once hard to find outside India. By working closely with mainstream retailers like Coles and Woolworths as well as independent ethnic grocers, Indian Foods Group has positioned itself at the intersection of authenticity and accessibility.
The Haldiram’s Effect
Among the company’s most influential partnerships is its long-standing relationship with Haldiram’s, one of India’s most iconic food brands. In Australia, Haldiram’s samosas and snacks have become emblematic of Indian cuisine’s rise in the mainstream. The scale of their success (100 million samosas sold in 2025 alone) underscores how consumer preferences have shifted toward diverse, global flavours.
Mr. Gupta notes that what once seemed improbable has become part of everyday life: “When we started, the idea of selling 100 million samosas in Australia would have sounded impossible. But through trust, consistency, and a commitment to quality, we’ve made authentic Indian snacks part of everyday Australian eating.”
Beyond Numbers: Cultural and Culinary Impact
Indian Foods Group’s influence extends well beyond sales figures. Their partnerships with foodservice distributors such as Bidfood and PFD have introduced authentic Indian products into catering menus and quick-service outlets, expanding the reach of Indian cuisine beyond the domestic kitchen.
The company’s collaborations with television programs like Good Chef Bad Chef and Everyday Gourmet, featuring Justine Schofield, highlight another dimension of their impact: raising awareness of Indian cuisine as versatile, approachable, and relevant to Australian households. These efforts have helped position Indian food as a mainstream choice in the weekly shopping basket.
Navigating Growth and the Road Ahead
The trajectory of Indian Foods Group mirrors the broader story of migration, cultural exchange, and evolving tastes in Australia. The business’s rise is rooted not only in its operational expertise but also in its cultural understanding of what authenticity means to both migrant and non-migrant consumers.
Amidst themes such as Haldiram’s highly publicised global IPO and the growing international appetite for Indian cuisine, Indian Foods Group remains committed to strengthening its category leadership in Australia. Future priorities include innovation in product offerings, strengthening partnerships with retailers and distributors, and continuing to make Indian cuisine more visible and accessible in the mainstream market.
For now, the company’s story can be measured in millions of samosas, but its legacy lies in how it has helped reshape the Australian food industry, proving that authenticity, when scaled with care, can become part of a nation’s everyday dining culture.
To learn more about their products and partnerships, visit indianfoods.com.au and discover how they are shaping the future of authentic Indian cuisine in Australia. For PR enquiries contact pr@marketingbee.com.au.
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