INTRODUCTION

The company was established in 1892, with an investment of Rs.295.Initially, biscuits

were manufactured in a small house in central Kolkata. Later, the enterprise was acquired
by the Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated
under the name of "V.S. Brothers." In 1918, C.H. Holmes, an English businessman
in Kolkata, was taken on as a partner and The Britannia Biscuit Company Limited
(BBCo) was launched. The Mumbai factory was set up in 1924 and Peek Freans UK,
acquired a controlling interest in BBCo. Biscuits were in big demand during World War
II, which gave a boost to the companys sales. The company name finally was changed to
the current "Britannia Industries Limited" in 1979. In 1982 the American
company Nabisco Brands, Inc. became a major foreign shareholder.
The 'Biscuit King'
Kerala businessman Rajan Pillai secured control of the group in the late 1980s, becoming
known in India as the 'Biscuit King'. In 1993, the Wadia Groupacquired a stake in
Associated

Biscuits

International

(ABIL),

and

became

an

equal

partner

with GroupeDanone in Britannia Industries Limited.

WADIA AND DANONE

The Wadias' Kalabakan Investments and Groupe Danone had two equal joint venture
companies, Wadia BSN and UK registered Associated Biscuits International Holdings
Ltd., which together held a 51 per cent stake in Britannia. The ABIH tranche was
acquired in 1992, while the

controlling stake held by Wadia BSN was acquired in 1995. It was agreed that, in case of
a deadlock between the partners, Danone was obliged to buy the Wadia BSN stake at a
"fair market value". ABIH had a separate agreement signed in 1992 and was subject to
British law.

Wadia was to be Danone's partner in the food and dairy business, and product launches
from Groupe Danones were expected but never materialised despite the JV being in
existence for over 11 years in India. Under the 1995 joint venture agreement, Danone is
prohibited from launching food brands within India without the consent of the Wadias. In
addition, the partners agreed there would be the right of first refusal to buy out the
remaining partner in the event of the other wishing to sell its holding.
In May 2007, Nusli Wadia told the Ministry of Commerce and Industry that Danone
invested in a Bangalore-based bio nutrition company, Avesthagen, in October 2006 in
violation of the government's Press Note 1, 2005, which requires a foreign company to
obtain the consent of its Indian joint venture partner before pursuing an independent
business in a similar area, including joint ventures based purely on technical
collaboration. Danone argued that Press Note 1 did not apply to it as it did not have a
formal technology transfer or trademark agreement with Avesthagen, and that its 25%
holding in Britannia was indirect. Wadia also filed a case in the Bombay High Court for a
breach of a non-competition clause in that connection. The court ordered Danone not to
alienate, encumber or sell shares of Avestagen.

In September 2007, the Foreign Investment Promotion Board of India rejected Danone's
claims that it did not need a non-compete waiver from the Wadias to enter into business
in India alone.
In June 2006, Wadia claimed Danone had used the Tiger brand to launch biscuits in
Bangalore.
After a prolonged legal battle, Danone agreed to sell its 25.48% stake in Britannia to
Leila Lands, which is a Wadia group entity based in Mauritius, and quit this line of
business. The deal was valued at $175200 m. With this buy-out, Wadia holds a majority
stake of 50.96%.

GROWTH AND PROFITABILITY

Between 1998 and 2001, the company's sales grew at a compound annual rate of 16%
against the market, and operating profits reached 18%. More recently, the company has
been growing at 27% a year, compared to the industry's growth rate of 20%. At present,
90% of Britannias annual revenue of Rs22 billion comes from biscuits.
In an increasing competitive market place and continuing commodity inflation during the
year, Profit from operation increased 35.6% , from Rs 231.91 crores to 314.45 crores.
The company has an overall revenue growth of 12.5 % . The company added Rs 644
crores through its Sales.
Britannia is one of India's 100 Most Trusted brands listed in The Brand Trust Report.

DAIRY PRODUCTS
Dairy products contribute close to 10 per cent to Britannia's revenue. Britannia trades and
markets dairy products, and its dairy portfolio grew to 47% in 2000-01 and by 30% in
2001-02. Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its
dairy products from its associate. Its main competitors are Nestl India, the National
Dairy Development Board (NDDB), and Amul (GCMMF)

JOINT VENTURE WITH NEW ZEALAND DAIRY

On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative

Group of New Zealand, an integrated dairy company from procurement of milk to
making value-added products such as cheese and buttermilk. Britannia planned to source
most of the products from New Zealand, which they would market in India. The joint
venture will allow technology transfer to Britannia. Britannia and New Zealand Dairy
each holding 49% of the JV, and the remaining 2 per cent held by a strategic investor.
Britannia has also tentatively announced that its dairy business would be transferred and
run by the joint venture.
The authorities' approval to the joint venture obliged the company to start manufacturing
facilities of its own. It would not be allowed to trade, except at the wholesale level, thus
pitching it in competition with Danone, which had recently established its own dairy
business.

VISION
To dominate the food & beverage market in India with a distinctive range of Tasty Yet
Healthy Britannia Brands

MISSION
We want to be a part of our consumer at home , out of home , a natural part of his
life.

Company Overview

Biscuit Industry
Breads
Dairy Products

HISTORY
The story of one of India's favourite brands reads almost like a fairy tale. Once upon a
time, in 1892 to be precise, a biscuit company was started in a nondescript house in
Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know
as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with
the advent of electricity, Britannia mechanized its operations, and in 1921, it became the
first company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result,
7

during the tragic World War II, the Government reposed its trust in Britannia by
contracting it to supply large quantities of "service biscuits" to the armed forces.
As time moved on, the biscuit market continued to grow and Britannia grew along with
it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from
Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue
of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm.
The following year, Britannia Biscuit Company was re-christened Britannia Industries
Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity
- "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In
1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity
consumers

had

with

'Brand

Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the preeminent food brand of the country. It was equally recognized for its innovative approach
to products and marketing: the Lagaan Match was voted India's most successful
promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska
became India's most successful product launch. In 2002, Britannia's New Business
Division formed a joint venture with Fonterra, the world's second largest Dairy
Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its
vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200
Small Companies of the World', and The Economic Times pegged Britannia India's 2nd
Most

Trusted
8

Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not
only going strong but blazing new standards, and that miniscule initial investment has
grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The
company's offerings are spread across the spectrum with products ranging from the
healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.
Having succeeded in garnering the trust of almost one-third of India's one billion
population and a strong management at the helm means Britannia will continue to dream
big on its path of innovation and quality. And millions of consumers will savour the
results, happily ever after.

BOARD OF DIRECTORS

Name
Mr. Nusli Neville Wadia
Ms. Vinita Bali
Mr. A.K.Hirjee
Dr. Ajai Puri
Mr. Avijit Deb
Mr. Jeh N Wadia
Mr. Keki Dadiseth
Mr. Nasser Munjee
Mr. Ness Nusli Wadia
Mr. Nimesh N Kampani
Mr. S.S.Kelkar
Dr. Vijay L. Kelkar

Designation
Chairman
Managing Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director

10

FACTS AND FIGURES

Locations:

India, UK

Date of establishment:

1892

Staff:

Approx. 700 total among the 5 locations

Research areas:

Nutrition & Health, Food Science & Technology, Quality & Safety, Sensory &
Consumer Science

Health benefit areas:

Weight Management, Protection, Performance, Nurture, Natural.

Clinical trials:

More than 70 clinical trials are conducted annually at NRC

Patent applications:

More than 60 patent applications submitted

11

FACTORIES OF BRITANNIA IN INDIA

Registered Office

5/1A, Hungerford Street

Kolkata - 700017
West Bengal - India

Factory/plant

15, Taratola Road

Kolkata - 700088
West Bengal - India

Factory/plant

33, Lawrence Road

Delhi - 110035
Delhi - India

Factory/plant

MTH Road, Padi

Chennai (Madras) - 600050
Tamil Nadu - India

Factory/plant

Reay Road (East), Mazagaon

Mumbai - 400010
Maharashtra - India

Executive Office

Britannia Gardens, Old Airport Road, Vimanapura

Bangalore - 560017
Karnataka - India

Factory/plant

Industrial Area, EPIP, Dist. Vaishali

Hajipur - Bihar - India.

Factory/plant

F/21, Revenue Village Jemadei, Khurda Industrial Estate

Khurda -Orissa - India

12

BRITANNIA PRODUCTS
NEW BRITANNIA TIGER

Britannia Tiger, one of the biggest brands in the kids segment, has re-invented itself to
revolutionize the concept of kids' nutrition in the country. Equipped with a new vision of
leading the kids' nutrition space, Britannia Tiger has revamped its offerings to embody
fun and energy on one hand and health and nutrition on the other. Enriched with growth
nutrients across all its variants -Glucose, Krunch Cookies and Creams, Britannia Tiger
comes

with

the

credo

of

'Roz

Badho'.

Aimed at addressing every mother's concern on their kid's nutrition, Britannia Tiger has
undergone a considerable shift in its product offering, transforming itself into a healthier
and tastier avatar. Identifying the role of biscuits as a important component of daily food
and a major carrier of nutrition, Britannia Tiger fortifies itself, across categories, with
growth nutrients like iron, calcium, folic acid, vitamin A and D*. Packed with 25% of
daily

growth

13

nutrients.

BRITANNIA NUTRICHOICE OAT COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes. There's no longer a need to avoid snacks or
go hungry while traveling or at work. Rather approach snacking in a healthy way with
our

Oat

Cookies.

Britannia NutriChoice Oat Cookies are scientifically created to suit the special lifestyle
and nutrition needs of diabetics to manage extreme swings in blood sugar. They are tasty,
crunchy and convenient option for those mid-meal pangs. In addition, the oat fiber lowers
rise in blood sugar, helps control blood cholesterol and helps you feel satisfied and active
for longer.

14

BRITANNIA NUTRICHOICE RAGI COOKIES

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes. There's no longer a need to avoid snacks or
go hungry while traveling or at work. Rather approach snacking in a healthy way with
our Ragi Cookies. Britannia NutriChoice Ragi Cookies are scientifically created to suit
the special lifestyle and nutrition needs of diabetics to manage extreme swings in blood
sugar levels. They are tasty, crunchy and convenient option for those mid-meal pangs.
Ragi helps lower blood glucose levels and in a rich source of magnesium, which is
instrumental for the production of important enzymes. Our Ragi Cookies are a good
source of fiber, both soluble and insoluble, for heart and digestive health.

15

VEG CAKES

Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian cake with
all the softness and delight a cake should have. Every slice is soft and fluffy, stuffed with
real fruit bits, to give you a cake that is truly delicious, down to the last slice. Add to this
zero cholesterol and a 3 month shelf life and you have a healthy, convenient snack to
enjoy any time, anywhere.

Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!

Flavour: Twisty Fruity .

16

NUTRICHOICE HEALTH STARTER KIT

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health Starter
Kit . Created for everyone who makes a New Year resolution to become healthy and does
not follow through on it. The Health Starter Kit contains a range of healthy biscutis - 1
pack each of Nutrichoice Hi-Fiber Digestive, Nutrichoice 5 Grain and Nutrichoice Nature
Spice Cracker. It also has a one week free pass to Talwalkars gym that entitles every
consumer to one week free trial of any Talwalkars (TBVF ltd) gym across the country.

In addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All this for
only

Rs

17

100.

NUTRICHOICE 5 GRAIN

Most consumers believe that to in order to stay healthy one needs to make certain
compromises on some good things in life.. At the same time most of us agree that good
nutrition cannot come from one kind of food alone, but from a healthy combination /
assortment of several healthy ingredients put together. Britannia NutriChoice 5
Grain Biscuits are a perfect answer to those looking for healthy eating options without as
much

making

compromise

on

taste,

or

convenience,

or

health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy
cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a
good source of both Calcium as well as Fibre, Rice low in fat, and Wheat that provides
wholesome energy). These biscuits are delicately sweetened with natural honey, and
come in a unique large oval shape. It is this large size and the healthy combination of the
ingredients, that make it an ideal hunger buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket
meals packs, so that one is never far away from pacifying hunger on the move. So
whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you
can

relish

the

goodness

of

18

health

with

Britannia biscuits.

NUTRICHOICE SUGAROUT

Sounds like yesterday when people commented that healthy foods meant "compromising
on the taste." NutriChoice SugarOut is the most novel product range to have been
introduced in the market. The product is not just sweet but tastes great, and yet
contains no

added

sugar.

This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from

sugar, which provides the same sweetness as any other biscuit, without the added calories
of

sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream, and
Orange cream, targeted towards all health sensitive people. It is also relevant for
consumers

with

sugar

related

ailments.

We are sure that you will be pleasantly delighted with its great taste and equally surprised
to

know

that

it

has

no

added

sugar.

Don't be misguided when you read "Sugar Free" label on many biscuit packs marketed in
India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their
own natural sugar content. Britannia has chosen to represent these biscuits with "No
Added Sugar" claim, as there is no added sugar in the processing of NutriChoice
SugarOut.

19

NUTRICHOICE DIGESTIVE BISCUIT

Nothing can be more difficult than making small efforts in our daily life towards healthy
and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing
walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our
health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one less
thing to worry about. Made with 50% whole-wheat and packed with added fibre (10% of
our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest bites
of

the

20

day.

TREAT FRUIT ROLLZ

All kids who have relished the yummy creamy treasures of Britannia Treat in exciting
flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly
yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a
healthy yet mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit
flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!

They make the best tiffin treats! So during snack time what better than to munch on the
delicious and healthy Fruit Rollz and discover the yummy fruit flavor from within the
shells. Keeping up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed
a yummy snacking option for kids, while keeping the Moms assured about the goodness
provided
So

go

by
on

and

the
treat

yourself

21

fruit
to

the

lip-smacking

filling.
snack!

NEW BRITANNIA MILK BIKIS

Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to
all with its new product and pack design. Recently re-launched in its existing Southern &
Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement
and appeal to nutritious food. Whoever said that good food needs to look dull and
boring,

will

just

have

to

take

look

at

Milk

Bikis.

With a unique and attractive honeycomb design and an enhanced product experience, the
new biscuit prompts the Kids will love it reaction amongst mothers. The milk goodness
in the recipe is now enhanced with SMART NUTRIENTS 4 vital vitamins, iron and
iodine, proven to aid mental and physical development in growing kids. The premium
packaging, besides appealing to kids, also ensures that the biscuits remain fresh and crisp.

So, whether its breakfast time or snack time at school, rest assured that kids will look
forward to munching these crunchy, milky biscuits which even helps in their development.
And yes, adults wont be far behind in reaching out for a pack!

22

BRITANNIA TIGER

Tiger, launched in 1997, is the second largest brand in

Britannia's portfolio. Tiger has grown from strength to strength
and has seen re-invigoration from time to time to bolster its
growth in a highly competitive value biscuit category. It is one
of the biggest brands in the kids segment and symbolizes fun
and energy on one hand and health and nutrition on the other.

Tiger re-invented itself in November 2012, to revolutionize the

concept of kids' nutrition in the country. This new position of
Tiger is embedded in its every element and across all formats of
Glucose, Krunch cookies and Creams. The product has
undergone a complete formula change to include growth
23

nutrients like iron, calcium, folic acid, vitamin A and D which

are

required

for

growing

kids.

Aimed at addressing every mother's concern on their kid's

nutrition, Britannia Tiger has transformed itself into a healthier
and tastier avatar. It sits right at the centre of kids, nutrition and
affordability and continues to enthral mothers and kids alike,
through 25% daily growth nutrients (per 100 gms).
To ensure a powerful delivery of the message of being every
kids partner in nutrition ,Tiger has teamed up with Bollywood
superstar, Salman Khan. Extremely passionate about fitness, a
healthy lifestyle and also about children and their education &
healthcare, Bollywood's Tiger is a perfect fit in BritanniaTiger's
mission.

24

BOURBON

Thick, rich and delicious chocolate packed between

two crunchy chocolate biscuits, topped with sugar
crystals - presenting, the original Bourbon, from the
house

of

Britannia.

India's first and favorite Bourbon's sweet adventure

began in 1955. Since then, Bourbon lovers across
the country have been caught opening this chocolate
couplet, licking the cream, and nibbling at the meltin-your-mouth biscuit, bit by bit. Some have been
witnessed chomping it whole, at one go. Some have
been noted to alternate it with sips of coffee; others
team it with lots of gossip and gupshup, while a few
25

have been observed enjoying it with a book.

And some have been seen reluctantly sharing their
Bourbon.

Whatever the occasion, wherever the hangout,

Bourbon makes for great company. You can grab
your very own Nano Pack or a Pocket Pack. The
Hangout Pack is just right for chilling with friends.
Take along a Party Pack for... yes, a party! And the
Gift Pack will surely win you a few brownie
points!

So go on, give yourself a happy high with a quick

dose

of

New

from

Britannia

Britannia

Bourbon!

Bourbon

Bring alive your sweet wicked side with the new

cappuccino in town! Two crunchy chocolate
biscuits sprinkled with sugar crystals waiting to
reveal what's hidden inside - the world of coffee!
Smooth, rich, and deliciously bitter. Bite into this
bitter - sweet delicacy to relish the new Bourbon
Cappuccino!

26

GOOD DAY

GOOD DAY
Britannia Good Day was launched in 1986 in two
delectable avatars - Good Day Cashew and Butter.
Over the years, new variants were introduced Good Day Pista Badam in 1989, Good Day
Chocochips in 2000 and Good Day Choconut in
2004.

This rich cookie enjoys a fan following of

consumers across all ages, loyal to the brand
promise of a great taste, evident from the visibly
abundant ingredients. Good Day is among the
fastest growing brands in Britannia's portfolio and it
has been the leader in the cookies category ever
27

since its launch. The brand is synonymous with

everyday treats that infuse happiness into people's
lives.

After two decades of magnificent success; it was

time to give the nation yet another reason to have a
good day. Abundance, goodness, indulgence and
now unrestrained joy - that is the message of this
new campaign.

The new TT ad is the uncontrollable expression of

the ticket collector's happiness and joy that is
stimulated by consumption of the cookie, that
spreads cheer amongst the people around him
creating an atmosphere of shared joy that's
unorchestrated and straight from the heart. The
celebration was taken to the IPL as Good day
cheered along with a million cricket fans in the
stadiums, each screaming and proclaiming "Ho
gaya re Good Day". The dazzling brilliance of this
endeavour, the contagious rhythm needs to be lived
and spread through the nation, making 'Iska toh ho
Gaya Re Good Day' a part of the common lingo and
a

way

of

life.

Good Day truly believes laughter and happiness are

infectious, it transcends race, caste creed unifying
28

humanity

in

an

inclusive

emotion.

The brand perseveres to infuse cheer, hearten the

nation and enliven lives. With its rightful place on
the front page of The Times of India, Good Day
gifts the nation a priceless treasure, that of
spreading

JOY!

29

BRITANNIA 50-50
With a brand name like 50-50, can the product be
anything but fun? Launched in 1993, 50-50 because
of its "Hatke" taste and youthful appeal quickly
emerged as the leader of category with more than
one-fourth

of

market

share.

In 2001, the delicious Maska Chaska was launched

as a variant of the original brand and became an
instant

success.

In 2008 50-50 sharpened its focus on housewives

and

50-50

positioned

Snackuits-

as

the

latest

entry

snack.

will

give

housewives one more reason to be happy...snack

30

happy. Being aware of the needs of his consumers,

5050 Snackuits comes in three unique international
flavors- Italiano Pizza, Swiss cheese & Chilly and
Chinese

Hot

&

Sweet.

50-50 Snackuits bridges the gap between biscuits &

snacks and tries to bring the best of many worldsBiscuits bhi Snack bhi, Sweet bhi Spicy bhi, Baked
bhi Chatapata bhi. The new product being baked and
in bag format allows guilt free snacking both in and
out of home and thus making housewives "Snack
happy".

31

PURE MAGIC

32

Pure Magic is one of the creativity attempted by Britannia Industries in Biscuits which has
gained a huge response from the customers.
Its Not Just A Biscuit, Its A Chocolate Artistry . This tag line is for the chocolate lovers
who just cant resist it.
This particular biscuits come in 3 Flavours :
1. Chocolate Crme
2. Vanilla Crme
3. Praline Crme
Its one of the best selling biscuits in its genre.

33

TREAT
Made especially for kids of all ages, this is Britannia's muchloved range of cream goodies - Britannia Treat! Launched in
2002, Treat's been wowing the country in all shapes, sizes,
flavours and forms for over 10 years now, earning the rightful
place

as

market

favorite

for

as

long

too!

After years of perfecting the recipes of delight, here's our current

range

of

yumminess.

Jim Jam: The star in Treat's basket of delectable surprises is the

classic Jim Jam. Crisp biscuit sandwiches with thick Vanilla
cream, topped with a dollop of Jam, kissed with sugar crystals.
34

Available at Rs. 5/-, Rs. 15, and Rs. 25/-, it's an all-time
favourite

in

snack-time

boxes.

Treat-O: This perfect side-kick to a glass of milk is yummy

milky cream hiding between chocolate biscuits. Available as Rs.
5/-, Rs. 10/- and Rs. 20/- packs in wicked Vanilla and chompy
Chocolate flavours, Treat-O's the favoured good-boy currency in
many,

many

homes!

Treat Fruit Creams: And now, Britannia is proud to present a

newly revamped chapter in deliciousness - total ice-creamy
masti! Treat now has slurpalicious softy cream in four icecreamy fruity flavours - perfect for all-day licking! Choose from
Strawberry, Mango, Pineapple, and Orange, in a Rs. 5/smuggle-in-your-pocket pack, a Rs. 12 hide-under-the-pillow
pack or a Rs. 25/- (reluctantly) share-with-everyone Family
pack.

35

MILK BIKIS ALMOND

Kids may dislike drinking milk, but they love Britannia Milk
Bikis! Milk Bikis has been trusted by mothers as a source of
growth energy of milk and their loyalty to the brand has made it
an integral part of their children's nutrition regimen.

In 1996, Milk Bikis launched a variant called Milk Cream.

These round biscuits come with smiley faces and are full of
milk cream that makes them very popular with children. Milk
Cream also promoted the idea of 'eating milk' in a yummy way,
which

makes

mothers

happy

as

well.

To keep pace with the demands of the new generation and to

36

bring milk nutrition to the masses in a delightful form, Milk

Bikis, went one step further in the last quarter of 2006 in
providing not just energy but developmental fuel for children.
With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit is now fortified
with SMART NUTRIENTS 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in growing
kids.

Britannia launched Milk Bikis Almond Cookies a first of its

kind cookie with wholesome goodness of Milk & Almond to
help

in

growth

and

development

of

children.

In-between-meals snacking is an integral part of a child's daily

food routine as it serves as a hunger filler in between meals.
However, most of the choices available in the market are
universal in nature and largely address the delight needs of all
consumers; they do not necessarily provide the essential 'top up'
nutrition that children should have in their growing years.
Research conducted by Britannia showed that mothers would
be happy to have a solution which is a good balance of nutrition
for

children

in

snack

format.

With this in mind, Britannia Industries Ltd., one of India's most

trusted food brands with a diverse portfolio of products in
biscuits, bakery and dairy categories, launched Milk Bikis
Almond Cookie- with the wholesome goodness of Milk &
Almond

in

delightful

waffle
37

cookie.

Milk Bikis Almond Cookie contains milk and almond

goodness, important for children's growth and development and
comes in a cookie format which children will love to eat. Four
Milk Bikis Almond Cookies have the energy of one glass of
milk

and

three

almonds.

Milk Bikis Almond Cookies have been launched initially in

Tamil Nadu and will be available in Andhra Pradesh. Priced at
Rs.12 per 88.5 gm pack and Rs.25 for 193 gm, with a shelf life
of six months.

38

BRITANNIA MARIE GOLD

Britannias oldest brand enjoys aheritage than spans of 50 years

and going strong. In a market swamped with everyones brand
Britannia Marie Gold has maintained its strong hold. Today the
ever popular Marie Gold is loved brand for Tea Time Vitality.
Its balanced taste , crispness and lightness makes it a healthy Tea
Time Biscuit . It is the #1 Brand in its category by a long shot .

39

HEALTHY NUTRI BIX

Kick start your day with Hi-Fibre!

Prepare your tummy for the entire day with Hi-Fibre
DIGESTIVENUTRIBIX your daily source of fibre, and
give it a power packed dose of Hi-Fibre. Fibre helps
smoothen the functioning of your tummy and aids the
digestion process. Grab a bite and feel fibre-fine all day!
Mid-Meal snacking that enriches.
Fight those mid-meal hunger pangs and get energized with the
goodness of5 GRAIN NUTRIBIX Your ideal in between
meal snack! It's the best way to charge yourself up anytime of
the day. Oats curb the bad cholesterol. Corn takes care of the
heart. Ragi enriches with calcium and fibre. Wheat provides
the dose of energy and Rice keeps it low fat.

40

TIME LINE OF BRITANNIA

1892

The Genesis - Britannia established with an

investment

1910

Advent

of

of

Rs.

electricity

295

in

sees

Kolkata

operations

mechanised

1921

Imported machinery introduced; Britannia

becomes the first company East of the Suez to
use

gas

ovens

1939-

Sales rise exponentially to Rs.16,27,202 in

44

1939

During 1944 sales ramp up by more than eight

41

times

1975

to

reach

Rs.1.36

crore

Britannia Biscuit Company takes over biscuit

distribution from Parry's

1978

1979

1983

1989

1992

1993

Public issue - Indian shareholding crosses 60%

Re-christened Britannia Industries Ltd. (BIL)

Sales

The Executive Office relocated to Bangalore

BIL

Wadia Group acquires stake in ABIL, UK and

cross

celebrates

Rs.100

its

Platinum

crore

Jubilee

becomes an equal partner with Groupe Danone

in

1994

1997

BIL

Volumes cross 1,00,000 tons of biscuits

Re-birth - new corporate identity 'Eat Healthy,

Think Better' leads to new mission: 'Make
42

every third Indian a Britannia consumer'

1999

BIL enters the dairy products market

"Britannia Khao World Cup Jao" - a major

success!

2000

Profit

by

37%

Forbes Global Ranking - Britannia among Top

300

2001

up

small

companies

BIL ranked one of India's biggest brands

No.1 food brand of the country

Britannia

Lagaan

Match:

India's

most

successful promotional activity of the year

Maska Chaska: India's most successful FMCG

launch

2002

BIL launches joint venture with Fonterra, the

world's second largest dairy company

Britannia New Zealand Foods Pvt. Ltd. is born

Rated as 'One amongst the Top 200 Small

Companies of the World' by Forbes Global

Economic Times ranks BIL India's 2nd Most

Trusted Brand

Pure Magic -Winner of the Worldstar, Asiastar

and Indiastar award.

43

2003

'Treat Duet'- most successful launch of the year

Britannia Khao World Cup Jao rocks the

consumer lives yet again

2004

Britannia accorded the status of being a

'Superbrand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in

its range

2005

Re-birth of Tiger -'Swasth Khao, Tiger Ban

Jao' becomes the popular chant!

Britannia

launched

'Greetings'

range

of

premium assorted gift packs

The new plant in Uttaranchal, commissioned

ahead of schedule.

The launch of yet another exciting snacking

option - Britannia 50-50 Pepper Chakkar

2006

Britannia re-launched NutriChoice Hi-Fibre

Digestive biscuits in an international large
sized biscuit pack.

Britannia acquires 51% stake in Bangalorebased bakery foods retailer Daily Bread.

44

2007

Britannia industries formed a joint venture

with the Khimji Ramdas Group and acquired a
70 percent beneficial stake in the Dubai-based
Strategic Foods International Co. LLC and
65.4% in the Oman-based Al Sallan Food
Industries Co. SAOG.

Britannia

NutriChoice

SugarOut

range

introduced - 1st of its kind of biscuits to be be

launched in India with "No Added Sugar"
(Variants - Chocolate Cream, Orange Cream,
and Litetime)

2008

Britannia

NutriChoice

Grain

biscuits

launched - Biscuits with the goodness of 5

health Cereals, and sweetened with Natural
honey.

Britannia

Nutrichoice

promised

consumers "Bhook Bhagao, Kuch Healthy

Khao"

Britannia

launched

Iron

fortified

'Tiger

Banana' biscuits, 'Good Day Classic Cookies',

Low Fat Dahi and renovated 'MarieGold'.

45

2009

Britannia Launches ActiMind - A first of its

kind milk based health drink for kids, which
helps improve mental sharpness. Launch of
ActiMind marked Britannia's entry into the
beverage segment and has further extended its
credo of 'Eat Healthy, Think Better' to 'Drink
Healthy, Think Better' as well!!

Britannia NutriChoice Nature Spice Crackers

launched - Your favorite Cream Crackers, now
made even more exciting with the addition of
"Sabut" Ajwain and Jeera spices.

Britannia takes full control of Daily Bread.

Britannia Industries buys out New Zealand's

Fonterra from existing dairy joint venture,
Britannia New Zealand Foods (BNZF). BNZF
became a 100 per cent Britannia subsidiary and
was renamed Britannia Dairy Private Limited
(BDPL).

46

Recognizing the changing global trends &

health benefits of removing transfats, Britannia
is the first Bakery brand in India to remove
transfats from its products.

Wadia Group acquired stake holdings from

Group Danone and becomes the single largest
shareholder in BIL.

2010

50-50 Maska Chaska was re-launched with a

new masaledar twist - a delightful blend of
butter and imported flavours along with
sprinkling of masala in September 2010.

Tiger enters the Cookies category, with the

launch of Krunch Cookies in October. These
cookies are not only high on delight but also
high on energy and have been created keeping
in mind the needs of today's kids, These
delightful cookies come in two exciting
variants - Fruit & Nut and Chocochips and also
affordable.

Brand NutriChoice, in keeping with its track

47

record of launching differentiated healthy

snacks, launched Diabetic Friendly Essentials
on 14th November, a day that is world over
recognized as World Diabetes Day. The range
comprised of 2 variants - Oats Cookies and
Ragi Cookies - and is available in top Indian
cities.

Britannia was presented the Master Brand

2010 Award by CMO Council in November
2010.

Rotary Club of Chennai awarded CSR Award

to Britannia in November, for our work in
nutrition.

2011

Always committed to constant innovation,

Britannia launched Britannia Healthy Start in
Mumbai in January 2011. Specially designed
with Indian tastes in mind, Healthy Start is a
complete range of ready-to-cook breakfast
mixes of Upmas, Pohas, Porridges and Oats
that are healthy, delicious, and take just 5
minutes to cook! This is the only product range
48

in its category that combines the natural

nutrition of multi-grains, 100% real vegetables,
pulses and nuts all in one pack.
Britannia received the Most Respected Company
Award 2011 from Businessworld.

Bourbon

received

the

Most

Popular

Confectionery Product Preferred By Youth

(Biscuit) Award.

IMCRBNQA (Indian Merchant Chambers

Ramakrishna Bajaj National Quality Award)
conferred the Manufacturing Performance
Excellence Trophy a National Quality Award
for the 2010 cycle, for Britannia Corporate
Office (Bangalore), Britannia Industries Ltd.
(Rudrapur) and Sunandram Foods Pvt Ltd
(Mangaldoi, Guwahati).

Britannia further enhanced its foray into

healthy

milk

based

drinks

by

launching TigerZor Choco Milk & TigerZor

Badam Milk in May 2011. These are delicious
milk based beverages fortified with 5 active
nutrients that help in the overall development
49

of mind and body.

Britannia Bread launched its new range of

Health Breads in Delhi in November. The
range consists of Honey & Oats Bread, MultiGrain Bread, 100% Whole Wheat Bread and
Multi-Fiber Bread.

Delhi factory was adjudged as the winner

for Outstanding Performance in Food Safety
Excellence in the category of 'Large Food
Businesses- Manufacturing', by CII. JBM was
also

recognized

withCommendation

Certificate for Strong Commitment to

Excel in the Category of 'Medium Food
Businesses- Manufacturing' for the year 2011.
The awards were given at the CII National
Quality Summit held at Bangalore on 1st
December 2011.

BRITANNIA

was

honoured

with

`CREATIVE HR PRACTICES AWARD' by

Employer Branding Institute, India, on the
occasion of 6th Employer Branding Awards
50

ceremony held on the 10th of December 2011

at Hotel Taj Deccan, Hyderabad.

2012

IMC Ramakrishna Bajaj National Quality

Award

2011 was

awarded

to

Britannia

Industries Limited, Bangalore, Bidadi, Delhi,

Gwalior & Khopoli in the Manufacturing
Category, at the Fifteenth IMC Ramakrishna
Bajaj National Quality Awards and IMC Juran
Quality Medal ceremony held in Mumbai on
6th April 2012.

Britannia

Industries

Limited Khurda was

commissioned on 17th April 2012.

The Modern Trade team of Britannia was

honoured

with Winner-BEST

BAKERY

SUPPLIER award for the year 2011-12, at

the 1st SPENCER'S Best Supplier Awards
2012 on 22nd June.

51

Britannia was awarded the Global Performance

Excellence Award (GPEA) by Asia Pacific
Quality Organization (APQO) at the 18th
APQO/International Conference on Quality in
Colombo, Sri Lanka on October 14. Britannia
won

this

"Best

In

Class"

award,

an

international recognition for its manufacturing

units and the overall processes of performance
excellence adopted by the company. Britannia
is the only Indian food and manufacturing
company to receive this award.
Britannia won Global award given out by 'World
Quality Congress' at their award ceremony at
Mumbai held on 22nd and 23rd November 2012.

2013

On the 17th January 2013, Britannia Industries

Ltd, Kolkata was selected the winner of
the GOLDEN

PEACOCK

NATIONAL

QUALITY AWARD for the year 2012 by the

Awards Jury under the Chairmanship of Justice
P. N. Bhagwati, former Chief Justice of India
and Member, UN Human Rights Commission.

Britannia

was

awarded

"Manufacturing

Supply Chain Award for End to End

52

Customer Solution Excellence" on 23rd

January 2013 at the Asia Manufacturing
Supply Chain Summit (AMSCS) held in
Mumbai.

Britannia

bagged

two

National

Quality

Excellence Awards for 2013- one for Best

End-to-End
Chain),

and

Customer
the

Solution

second,

for

(Supply
Planning,

Processes and Systems - on 14th February

2013 at Taj Lands End, Mumbai

We won the Namma Bengaluru Award for

2012, at the award ceremony held on 16th
March 2013 in Bengaluru, in the Corporate
Social Responsibility category for initiating
and implementing Solid Waste Management.

Britannia bagged the prestigious IWLF Award

for 'Solid Waste Management Project' and

53

'BNF' project at the International Women

Leadership Forum held in Mumbai on 25th
April 2013.

54

DATA ANALYSIS AND INTERPRETATIONS

Q.1 Name the biscuit brands you stock at your outlet?
Britannia

Parle

ITC

PriyaGold

Dukes

35%

30%

20%

10%

5%

Series 1
40%
35%
30%
25%
20%

Series 1

15%
10%
5%
0%
Britannia

Parle

ITC (Sunfeast)

PriyaGold

Dukes

Availability Brands in Retailers out of 25:

Retailers have number of brands in their store.

Britannia is on the top most preferred brand among the Retailers.

Parle is also at a nice position but Britannia is more famous among the Retailers due
to variety of biscuits.

The Main competitors over the market Parle & ITCs Sunfeast.

55

Q.2 Name and rank the top three brands you stock at your outlet?
Britannia

Parle

ITC

PriyaGold

Dukes

35%

30%

20%

10%

5%

Series 1
40%
35%
30%
25%
20%

Series 1

15%
10%
5%
0%
Britannia

Parle

ITC

PriyaGold

Dukes

These brands are taken on the basis of top five brands stock at the outlets:

Supported by this chart Parle is on the top most position by 35% out of 20 Retail
stores.

Other players are also on the strong position as Britannia is on the 2nd position
covered area by 30% out of 20.

To cater this market Britannia have to provide some value added service to its
retailers.

Major benefit to Parle is due to Parle G biscuits in the market which has kept a long
lasting image on retailers as well as customers in Glucose.

56

Q.3 Please tick the Britannia Brands you stock more at your outlet? (Tick Please)

Tiger

50-50

MarieGold

Bourbon

Treat

Pure Magic

20%

10%

20%

15%

25%

10%

Series 1
30%
25%
20%
15%

Series 1

10%
5%
0%
Tiger

50-50

MarieGold

Bourbon

Treat

Pure Magic

Amongst all the Britannia Biscuits , Treat is preferred mostly amongst the people
especially kids as it offers various flavours .

Followed by Marie Gold and Tiger which are Tea Time Biscuits with 20 %

57

Q.4 Please rank the Glucose Brands according to their sales?

Britannia (Tiger)

Parle

ITC Sunfeast Glucose

30%

50%

20%

Series 1
60%
50%
40%
30%

Series 1

20%
10%
0%
Britannia

Parle

ITC Sunfeast

From the above graph , Parle still holds to be at the best position when it comes to
sale of Glucose biscuits in the market.

It still continues to be the undisputed leader in Glucose Biscuit Market .

58

Q.5 Please rank the following Brands according to their Nutrition Value ?
Parle

Britannia

ITC

PriyaGold

30%

35%

20%

5%

Series 1
40%
35%
30%
25%
20%

Series 1

15%
10%
5%
0%
Parle

Britannia

ITC

PriyaGold

Britannia offers various products and has a large & healthy product range with
high nutritional value .

Britannia offers a range of Nutri Choice Biscuits specially for health

conscious people.

59

Q.6 What percent of total sales is Britannia at your counter?

Britannia

Others

32%

68%

Series 1
80%
70%
60%
50%
40%

Series 1

30%
20%
10%
0%
Britannia

Others

Britannia has a handsome percentage of sales as compared to other brands

available in a retail store.

60

Q.7 Why do you prefer Stocking Britannia Products over other brands ?

Promotional
Price

Demand

Schemes

40%

30%

10%

Variety

20%

Series 1
45%
40%
35%
30%
25%
20%

Series 1

15%
10%
5%
0%
Price

Demand

Promotional
Schemes

Variety

Retailers prefer to stock Britannia products more for the reason that its price
range , and variety lures the customers giving retailers effective sales

Except for that there is a quick restoration of stock in case of replenishment of

particular items to ensure proper service to the customers.

61

Q 8 . Do you face any problems selling Britannia Products to the customer ?

Yes

No

20%

80%

Series 1
90%
80%
70%
60%
50%
Series 1

40%
30%
20%
10%
0%
Yes

No

Retailers some times have a tough job selling Britannia products due to
replacements in the market by other brands. That encounters to be a threat for the
retailer .

On the other hand brand loyal consumers yet opt & insist for Britannia products.

62

DATA ANALYSIS FROM CONSUMER POINT OF VIEW

Q.1 What do you look for while buying a pack of biscuit ?

Promotional
Price

Brand

Quality

Schemes/Offers

Variety

40%

15%

20%

10%

15%

Buying Criteria
45
40
35
30
25
20
15
10
5
0

Series 1

Majority of the people do check the prices and content (weight) before buying a
pack of biscuit , but a few do opt for a good Brand and Quality.

63

Q.2 Which Britannia Product do you consume in your day to day life ?
Tiger

50-50

MarieGold

Bourbon

Treat

25%

10%

30%

15%

20%

Daily Product
35
30
25
20
Series 1

15
10
5
0
Tiger

50-50

Marie Gold

Bourbon

Treat

Out of the survey conducted , Marie Gold and Tiger are the products majorly
consumed in day to day life at office& home as they are well suited with tea .
Treat is another product which is in demand , especially mothers who fill up their
kids tiffin , packs up a packet as its nutrional value is good and kids love the
flavours
.

64

Q.3 Are you satisfied with Britannia Products ?

Yes

No

90%

10%

Satisfaction
100
90
80
70
60
50

Series 1

40
30
20
10
0
Yes

No

Britannia Products satisfies the customer the most with its quality assurance &
wide range of products.

65

SWOT ANALYSIS

66

STRENGTHS :
1. Brand Name
2. Fulfills one of the basic requirement among air , food , water ,
shelter
3. Widely accepted in all generations
4. Good instant remedy for hunger in form of readymade food
5. Preserves seasonal foods and makes it available throughout the year

WEAKNESS :
1. Pricing
2. Industry & Technology requires high investment for upgradation

67

OPPURTUNITIES :
1. Progressing economy of India
2. Improved Standard of Living
3. Increasing disposable income
4. Better Quality (Nutritional Point of View)
5. Increase in Exports
6. Other avenues like ready to eat food packets
7. Competition to foreign companies

THREATS :
1. Substitutes with lower pricing
2. Lack of technology
3. Inability to utilize resources efficiently

68

RESULTS & FINDINGS

Following are the points taken into consideration after the conduct of the research study:

An important finding that emerged out of the survey was that 32-35 %of people
consume Britannia Products .

A majority of the consumers consume Britannia Products during breakfast & tea time.

Most of the people consume Britannia products because of its nutrional value and
quality .

Though Britannia is a leader in Biscuit Industry , Parle G emerges out to be at

number 1 in regards with only Glucose Biscuits

Most of the consumers consume Britannia products to put off their hunger .

69

RECOMMENDATION
The company should target rural areas of India and make their products
accessible to each and every individual .
Since they are the pioneers in cookies , they should try not to let anyone
over-rule them.
The company should focus on coming up with new product line such as
Ready to Eat packets .
They should come up with more promotional schemes to lure the customer
as well as the retailers to improve their sale targets
In a nut shell the company should try to break the jinx , offering majority
day to day life products keeping in mind the nutrition and quality of the
product resulting to be the undisputed market leader in the packet food
industry .

70

CONCLUSION

Britannia Industries Ltd has grown exponentially in the FMCG market offering
various genres of products :
o Biscuits
o Breads
o Dairy Products

It has builded a dominant image in the minds of the retailers & consumers
regarding its products & quality.

The title honored BISCUIT KING is enough for one to understand its market
captivity .

The Company yet lags with some technical infrastructure for better output and
less wastage .

Britannia's Market Share in Biscuit Industry

Britannia
Parle
ITC
Priyagold

71

ANNEXURE

Questionnaire Retailers
Name of the Retail Outlet

Location of the Outlet

Please read the following questions carefully and answer appropriately.

1. Name the Biscuit Brands you stock at your outlet.

_______________________________________________________________

2. Name and rank the top 3 brands at your outlet.(according to Sales)

_______________
_______________
_______________

72

3. Please tick the Britannia Brands you stock more at your outlet? (Tick
Please)
Tiger
50-50
MarieGold
Bourbon
Treat
Pure Magic

4. Please rank the Glucose brands according to their sales.

Britannia
Parle
ITC Sunfeast
Priya Gold

5. Please rank the following Brands according to their Nutrition Value ?

Britannia
Parle
ITC Sunfeast

6. What % of Total Sales is Nestle in your counter

73

7. Why do you prefer Stocking Britannia Products over other brands ?

Price
Demand
Promotional Schemes
Variety

8. Any Recommendations.
_______________________________________________________________
_______________________________________________________________

74

Questionnaire - Consumers

Q.1 What do you look for while buying a pack of biscuit ?

Price
Brand
Quality
Promotional Schemes/Offers
Variety

Q.2 Which Britannia product do you consume in your day to day life ?
Tiger
50-50
MarieGold
Bourbon
Treat

Q.3 Are you satisfied with Britannia Products ?

Yes
No

75

Q.4 Rank Britannia Products from 1 to 5

Q.5 Any Recommendations :

76

BIBLIOGRAPHY

http://www.britannia.co.in/
http://in.reuters.com/finance/stocks/overview?symbol=BRIT.BO

www.ask.com
www.wikipedia.com
www.google.com
www.livemint.com

77