DISSERTATION PROJECT

REPORT ON BRITANNIA
Industry analysis of FMCG company
of BRITANNIA
DEPARTMENT OF BUSINESS
MANAGEMENTTRIPURA UNIVERSITY(A CENTRAL
UNIVERSTYAGARTALA, SURYAMANINAGAR -
799022,TRIPURA

SUMIT DEBBARMA
5/1/2019
MBA 3RD SEM
ROLL NO. : 1706460012
1
 CONTENT
SL. NO PARTICULAR PAGE NO
Company Profile 3
Company Background 5
Marketing Strategy 8
SWOT Analysis 9

Porters 5 force Mode 10

BCG Matrix 11
Britania CSR & Biscuit Industry 13
Industry Analysis 14
FINANCIAL ANALYSIS - 19
-Key Financial Ratio
CONCLUSION 26

2
COMPANY OVERVIEW
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.

1. The beginnings might have been humble-the dreams were anything but. By
1910, with the advent of electricity, Britannia mechanised 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, 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 Rest. 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 recognised 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 Brand.

3
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 populations 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.
.
The Company¹s innovation forays have successfully addressed new benefit clusters
and Nutri Choice Digestive has claimed its position in the health and vitality space.
The Company continues to maintain its leadership edge in 6 out of 7 key product
segments, the only exception being Glucose. The Company introduced several new
and renovated offerings in Tiger, Good Day, Treat and Marie Gold. The health and
nutrition platform was buttressed by Tiger Banana with iron-zor, fortified Milk
Bikis, renovated Marie Gold and Nutri choice Digestive. To tap the more indulgent
consumers, your Company launched Good Day Classic Cookies, while continuing
to roll out individual consumption packs at the highly affordable Rs. 5 price point.

2. The Bread, Cake and Rusk portfolio was strengthened with the successful
relaunch of Breads, fortified with vitamins and minerals, positioning them firmly
as the healthy start to your day. This innovation combined with relevant consumer
activation in key markets has seen a 30%+ growth in the Bread, Cake and Rusk
business.

As a Corporate, Britannia worked for the benefit of all stakeholders - shareholders,

consumers, dealers, suppliers, bankers and employees. It has established an
excellent track record in terms of its financial performance and dividends
distributed to its shareholders

4
BACKGROUND
Britannia Industries Ltd (Britannia) was established in 1892 in Kolkata, West
Bengal as a company which manufactured biscuits. Kerala businessman K. Rajan
Pillai secured control of the group in the late 1980s, becoming known in India as
the 'Biscuit King’. In 1993, the Wadia Group acquired a stake in Associated
Biscuits International (ABIL), and became an equal partner with Groupe Dan one
in Britannia Industries Limited. Company Description: Britannia Industries
Limited is a company based in India which operates in two business segments
which include bakery products such as biscuits, bread, cakes and rusk and dairy
products such as milk, butter, cheese, ghee and dahi. Britannia manufactures dairy
products from its plants located in Kolkata, Delhi, Chennai, Mumbai, and
Rudrapur. The company has a total installed capacity of 163,500 MT of biscuits
and protein foodstuffs. Key brands include Tiger, Good Day, Milk Bikis, Treat,
and Marie. Britannia exports its products to countries in the Middle East and to
USA, Ghana, and Singapore.

Britannia Industries Ltd: Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

5
1975 – Took over the distribution from Parry’s

Britannia Industries Ltd: Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

Britannia Industries Ltd : Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

Britannia Industries Ltd : Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

Britannia Industries Ltd : Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

Britannia Industries Ltd : Milestones

Established – 1892 - initial investment Rs 295 – Britannia Biscuit Company

1910 – Mechanised operations

6
1978 – Indian Shareholding crossed 60%
1979 – Rechristened Britannia Industries limited.
1983 - Revenues crossed 100 crores
1992 – Wadia group acquired stake and became an equal partner with Grope
Danone
1993 – Sales crossed 1,00,000 tonnes of biscuits
1997 - New corporate identity - “ Eat Healthy, Think Better “ - enters Dairy market
2000 - Forbes Global Ranking - Britannia among top 300 small companies
2002 – JV with Fonterra - World’s second largest Dairy Company,
Britannia New Zealand Foods Pvt Ltd. is born,
Economic Times - BIL India’s 2nd Most Trusted Brand
Forbes Global Ranking - Britannia among top 200 small companies
2004 – Volumes cross 3,00,000 tonnes of biscuits
2005 – Rebirth of Tiger – “ Swasth Khao Tan Man Jao “
Commissioning of new plant in Uttaranchal – ahead of schedule
2009 to 2012- New and renovated products came up like Nutri Choice Multigrain
Thins and Roasty, Chocolate Ecstasy, Treat Fruit Creams, Marie with Honey and
Oats, Good Day Fresh Bake
Butterscotch, 50-50-Snackuits,.Etc.. And in breads 100% Whole Wheat Multi
fiberbreads , Honey-Oats, the Tiger-Zor chocolate. Etc.
In the manufacturing category BIL units of Delhi , Gwalior , Bidadi, Banglore,
Khapoli won the IMC Ramkrishna Bajaj National Quality Award 2011.

7
MARKETING STRATEGY
Marketing is one of the ever changing fields in the management arena. The market
faces new challenges every day and companies need to respond to it quickly and
positively. Therefore new marketing ideas and strategies are being discovered
continuously to meet up the challenges.

Following strategies adopted by the organization.

Quality of the product and customer satisfaction:

Customers always want good quality product. Customer satisfaction is very
important thing to fulfil. Britannia has products for each level of the pyramid and
has a very wide range of good quality products to keep its customers happy.

Customer relation and retention:

Customer relation and retention are really important parts of the company’s
marketing strategy. It is important to form a good relationship with the customer
while keeping the old customer and trying to make new ones.

Awareness of competitors’ activity:

Every organization should keep a watch on the competition in the market and take
steps to outdo the competition. Parle and ITC are its main competitors in the
biscuit industry, Nestle and Amul in dairy products and MTR in ready to make
foods.

Emphasis on global thinking and local marketing planning:

Companies are expanding by pursuing market beyond their borders. Britannia has
a wide range of products in the Middle-East. Those products are specially made to
the tastes of the people belonging to those regions. When a company enters other
countries it has to follow the tradition of that country and also plan for local market
that which type of product has more demand and how can it run in the market.

Promotional Strategy
Promotion is one of the 4P’s of marketing mix. It is very important in the making
of the any company. Britannia runs a lot of advertisements in print and on
television. Its taglines stay with the people for a very long time. The ‘ting ting ta
ting’ music in every advertisement is now programmed in the heads of the people
who have watched the advertisements.

8
SWOT ANALYSIS OF BRITANNIA

Strengths
Widely accepted in all generations.
Easily available in all forms.
Fulfil one of the Basic requirements among Air, Water, Food & Shelter.
Preserves the non-seasonal food and makes it available all throughout the year.
Provide good instant remedy for hunger in the form of readymade food.

Weakness
Increase the cost of food product.
Decrease nutritional value
Industry and technology requires high investment
Regular usage of processed food can cause alteration in health.

Opportunities
Increase economy of India.
Good quality of product.
Generate employment opportunity.
Provide competition for foreign and domestic competitors.
Provide their products at a cheaper rate to the nation.

Threats
Sometimes there is a case of low quality product production in the process to earn
more profits.
Emerging competitors in the market.
Lack of technology.

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Porters 5 Forces Model : Britannia
Threat of New Entrants is Medium
Since there is very high product differentiation and a very powerful distribution
network which makes it very hard for a new entrant to enter the market. The prices
can’t be increased to a great extent i.e. there is not much flexibility in prices, so we
can say that it is an extremely price sensitive. It has a great dependency on the
agricultural sector for wheat which is a main component for most of its products

Rivalry among existing firms is High

The major players in this industry are Britannia, Parle, ITC Ltd., PriyaGold,
Bakeman, Bonn etc.The companies Britannia &Parlehave an almost equal market
share as compared to these ITC ltd holds a lower market share. Since there is a
neck to neck competition the companies keep a close notice of the changing
strategies of each other

Bargaining power of suppliers is High

The main ingredient required for the manufacturing of biscuits is Wheat. When
there is inflation they have to purchase wheat at the price which the farmers quote
since wheat does not have a close substitute and leaves the companies with no
other option.

Threat of Substitute Products is Medium

The substitutes which are consumed instead of biscuits are namkeens, chips, potato
wafers etc. Even though the biscuits have such substitutes they have become a
staple part of people’s everyday life. The biscuits are a low priced commodity, but
even if there is a small increase in the price, it would still be acceptable by people
in the urban areas but in case of rural areas it may cause people to shift to
substitutes.

Bargaining power of buyers is High

The consumers have an option of switching from one brand to the other with due
accordance to their liking of price, quality and taste. This is the reason why there is
not much flexibility given to the biscuit manufacturers to increase the prices of
their products or compromise on the quality of their product. The consumers are
also going for bulk purchases at cheaper rates from bakery stores.

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BCG MATRIX

STARS:
There is high market growth rate, there is a huge market share, thereis huge cash
generation and consumption. Also there is a huge investment in the growing
market. They become cash cows when market growth rate declines. The Britannia
products which are included in stars are Milk Treat, 50-50, Tiger and Little Hearts.
CASH COWS:
There is low market growth but high market share. They are the leaders in the
mature market. Here we find more of cash generation than consumption. There is

11
low prospect for future growth so new investments are made in this category. The
products which are included in this category are Marie Gold, Good-Day and Treat.

QUESTION MARKS:
There is high market growth rate but a low market share. There is low cash
generation than cash consumption. The market situation is carefully analysed,
investment is done in high growth potential market. The decision making process
becomes very critical for managers. The products included here are Time Pass and
Pure Magic.

DOGS: There is a low market growth rate and low market share. There is neither
large cash generation nor consumption. They are also known as Cash Traps. The
Dogs should be old off or liquidated. The products included here are Nutri Choice.

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Britannia : CSR
Britannia India Limited is a company which stands at a great position in India. The
children and the adults can associate with the brand as in it brings back fond
memories of theirs. The company has carved a place for itself in the Indian lives
and it has also made tea-time special for generations. This is a fact that is of great
consideration to the Managing Director Vinita Bali and she does not take this
lightly.
In 1997 Britannia underwentre-branding and adopted the mantra 'Eat Healthy,
Think Better', and eventually cut out all transfats from the formulation of all its
biscuits. It was the first company in India to do this and became the first to
acknowledge the health problems that were associated with a diet which was high
in. They were also the first ones to reduce sodium and sugar levels in their
products. Sustainability and the health of the public key issues for all CSR
activities at Britannia. The Britannia Nutrition Foundation works towards the
control and prevention of malnutrition. The Navjyoti project was launched to fight
iron malnutrition through the supplementation of biscuits with iron. These biscuits
are distributed to many mid-day meal schemes in Andhra Pradesh that reach
underprivileged children. During the recession, the company adopted various other
CSR measures to cut costs and improve productivity. Bali says that focusing on
reducing energy requirements and cutting wastes through better use of energy was
an essential part of revenue management.

INSIDE INDIA’S BISCUIT INDUSTRY

Indian Biscuit Industry contribute Rs 8000 crore to the FMCG industry and
provide vast opportunity for growth. Indian Biscuit Industry can be segregated into
2 sectors: ORGANIZED AND UNORGANIZED. Market share for organized
sector stands at whopping 70 % and that of Unorganized sector is at 30%. Apart
from big 3 companies (ITC, PARLE, BRITANNIA) there are 150 medium to small
biscuit factories operating in India. The Industry is now facing problem from
increase in prices of raw material, also increased government VAT to 12.5% has
increased the woes.
States which have higher intake of biscuits are Uttar Pradesh,
Karnatka,Maharashtra,West Bengal and Andhra Pradesh..The Most industrially
developed states; hold maximum amount of consumption of biscuits.The jaw
dropping fact is that rural India consumes 55% of biscuit produced in india.

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The Federation of Biscuit Manufacturers of India have confirmed a bright future of
India’s Biscuit Industry. According to FBMI growth of 10 % will be achieved for
next 10 years without comprehensive fluctuations.

LIST OF PLAYERS IN THE INDUSRTY

PARLE, ITC, SURYA FOODS, CADBURY, SMITH KLIME BEECHAM,

UNITED BISCUITS AND OTHERS

LIST OF REGIONAL BRANDS

HARVEST GOLD, CREMICA, PRIYAGOLD, BONN, MRS BECTOR,

SABISCO.

LIST OF FOREIGN PLAYERS

HEINZ, UNITED BISCUITS, NESTLE, McVITTIES.

DESCRIPTION BRITANNIA PARLE

Established 1896 1929
Nature of business Public limited Family run business
No. of Manufacturing 5 own, 40 CMU 8 own,60 CMU
Units
Market Share 32.80% 32.94%
Promotion Cricket events and celebrities
players
New Scope Environment Health and Wellness

MARKET SHARE BRAND-WISE

BRITANNIA 32%
PARLE 32%
ITC 11%
PRIYA GOLD 15%
OTHERS 10%

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CRITICAL SUCCESS FACTORS OF BISCUIT INDUSTRY WITH
REFRENCE TO BRITANNIA

1. India’s lower and middle class segment will continue to hold the key
2. Distribution and Advertising and Launching of new products
3. Britannia to add new variants in its existing basket
4. Focus on urban markets
5. Alliances with suppliers, retailers, distributors, other linkages.

BRITANNIA PARLE ITC MRS. BONN

BECTOR
Market share: Market Market Market Market
35% share: share: share: share:
31% 9% <5% <5%
Tiger: Tiger; Parle G: Rs. Sunfeast Cremica Glucobon:
Tiger Cream: 1, 2, 3, 4, 5, Glucose: Glucose:
Orange, Elaichi, 10, 20, 30, Glucose,
Chocolate, 40, 50 Cashew, Nice
Pineapple, Malt & Milk
Strawberry,
Butterscotch;
Tiger Banana;
Tiger Crunch
50-50: Krack Jack: Sunfeast Cremica Mini Bits:
50-50: Sweet and Rs. 5, 7, 10, Snacky: Salties: Zeera
Salty; Maska 15, 20 Classic Cremica Cheese,
Chaska; Italiano Nimkin: Rs.: Salted, Chilli Party Chilly
Pizza, Swiss 5, 10 Flakes Crackers: Tomato,
cheese & Chilly Monaco: Sunfeast Cremica Tik Twin Bite
and Chinese Hot Plain; Jeera Sweet ‘n Tok:
& Sweet; flavor Salty:
Snackuits (Zabardast
Time Pass: Jeera)
Classic Salted, Rs. 5, 7, 10,
Nimkee; Baked: 20
Mindless Masala,
Loafer Lemon,
Tapori Tomato.
Pure Magic: Kreams: Sunfeast Cream Pure Magic:
Chocolate, Chocolate: Dream Collection: Chocolate,
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Vanilla, Praline Rs. 2, 5, 10; Cream: Premium: Vanilla,
Treat: Orange, Dream Orange, Praline
Jim Jam: Rs. 5, Pineapple, Cream: Elachi, Treat:
15, 25; Treat-O: Elaichi, Choco- Chocolate, Jim Jam: Rs.
Vanilla, Mango: Rs. Vanilla, Strawbery, 5, 15, 25;
Chocolate: Rs. 5, 5,10; Strawberry- Banana Treat-O:
10, 20; Treat Fruit Bourbon: Rs. Vanilla; Cream Vanilla,
Creams: 10, 18 Burbon; Collection: Chocolate:
Strawberry, Festo: Orange Regular: Rs. 5, 10, 20;
Mango, Pineapple, Tangy Cream; Orange, Treat Fruit
and Orange: Rs. 5, Orange, Butterscotch Chocolate, Creams:
12, 25 Creamy Cream Mixed Fruit, Strawberry,
Chocolate, Sunfeast Milk, Elaichi Mango,
Traditional Special: Pineapple,
Elaichi, Special and Orange:
Zingy Cream: Rs. 5, 12, 25
Pineapple, Orange,
Sweet Mango Chocolate &
Rs. 5, 10 Elaichi
Burbon: Hide & Sunfeast Burbon: Hide &
Chocolate, Seek: Rs. 5, Dark Chocolate, Seek: Rs. 5,
Cappuccino: Rs. 5, 12, 20,30,50 Fantasy: Cappuccino: 12, 20,30,50
12, 15, 22 Hide & Cocoa, Rs. 5, 12, 15, Hide &
Seek- Vanilla 22 Seek-
Milano: Rs. Sunfeast Milano: Rs.
15, 30 Dark 15, 30
Hide & Fantasy Hide &
Seek- Choco Fills: Seek-
Burbon: Rs. Burbon: Rs.
5, 12, 25 5, 12, 25
Happy Happy
Happy: Happy:
Rs. 5, 10 Rs. 5, 10
Nutri Choice: Actifit
Hi-Fibre Digestive
DigestiveNutriBix, Marie: Rs. 5,
5 Grain NutriBix, 15, 25
NutriChoice
Crackers, Nature
Spice Crackers,
Arrowroot,

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Multigrain Thins,
Multigrain Roasty,
NutriBix
Marie Gold: Marie: Rs. 5, Sunfeast MarieBon: Marie Gold:
Marie Gold, Vita 10, 15, 20, 22 Marie Light: Marie Gold,
Marie Gold, Vita Original Vita Marie
Marie Honey Oats Orange Gold, Vita
Light Oats Marie Honey
Oats
Milk Bikis: Milk Shakti: Sunfeast
Milk Cream Rs. 5, 10 Milky
Almond Cookies: Magic:
Rs. 12, 25
Cookies: 20-20 Sunfeast Mast Cookies:
Butter Elaichiz; Cookies: Special: Makhan: Butter
Fruit Dhamaka Butter: Rs. 5, Special Crac Nut Elaichiz;
10, 18; Cookies: Cookies, Fruit
Cashew: Rs. Cashew & Cashew Dhamaka
5, Butter Butter,
Good Day: 10, 20 Butter Good Day: 10, 20
Cashew, Butter, Top: Rs. 5, Cookies, Cashew, Top: Rs. 5,
Pista Badam, 10, 20 Coconut Butter, Pista 10, 20
Chocochips, Magix: Rs. 6, Crunchies Badam, Magix: Rs. 6,
Choconut 10 Chocochips, 10
Coconut Choconut Coconut
Cookies: Rs. Cookies: Rs.
10 10
Golden
Arcs:
Orange;
Pineapple
Rs. 10, 20
Nice time little Sunfeast
hearts: Plain , nice:
chocolate,
seasame
Prime time
cookies:
Butter
cookies ,
chocochip

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cookies,
choconut
cookies,
Masala
cookie, Atta
cookies,
Zeera
cookies.

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Financial Analyis:
RATIO ANALYSIS
It can be defined as the method of defining relationships among various financial
statement items. It helps to identify trends over time for one company or to
compare two or more companies at one point in time. The historical trends of these
ratios can be used to infer a company’s financial condition and its attractiveness for
potential investors.
Ratios are segregated mainly in four types based on the nature of aspect they are to
compute, viz:-

Liquidity Ratios-which give a picture of a company's short term financial

situation or solvency.

- which use margin analysis and show the return on sales and
capital employed.

- which use turnover measures to show how efficient a company

is in its operations and use of assets.

- which show the extent that debt is used in a company's capital

structure.

In accordance with the nature of our industry and operations of Britannia Industries
ltd, we analyzed various elements of the financial statements and their relationship
with a comparative view of data of four years.

I LIQUIDITY RATIOS
Measure the ability of a company to repay its short-term debts and meet
unexpected cash needs.
i) Current Ratio
rm. It finds out the ability of
the company to pay its short term loans.
i.e, Currents assets should be twice that
of current liabilities.
is computed by division of current assets by current liabilities. It is denoted by
:-

19
 2.5

1.5 2018
2017
2016
1
2015

0.5

0
Current ratio

Year 2018 2017 2016 2015

Current ratio 1.6 2.0 1.07 1.0

Interpretation: Since CR is between 1.7-2 so it is encouraging for business

Quick ratio
It may be defined as a relationship between quick/ liquid assets and current
liabilities. This ratio measures the capacity of the firm to pay its current liabilities
immediately.

sets by current liabilities.

Liquid assets = Current assets – Stock – prepaid expenses
-

Liquid Ratio = CA-Stock-Prepaid expenses = Liquid assets

(Cash equivalents + marketable securities + accounts receivables) divided by
current liabilities

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Year 2018 2017 2016 2015
Liquid ratio 1.16 1.45 0.77 0.70

1.6

1.4

1.2

1
2018

0.8 2017
2016
0.6
2015
0.4

0.2

0
Liquid ratio

Interpretation: Since QR is 1.16 therefore it will be able to meet its short term
obligations.

II PROFITABILITY RATIOS
Ratios that focus on how well a firm is performing are termed as such. Profit
margins measure performance with relation to sales. These are computed in the
form of percentage .They are of two orientations :-
Related to sales
i) Gross profit ratio
gross profit margin ratio measures how efficiently a company uses its
resources.

Gross profit= Sales- Cost of goods sold

Gross profit Ratio = (GP x100)/ NET SALES

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Year 2018 2017 2016 2015
Gross Profit 15.40 14.50 14.60 10.30
ratio (%)

18
16
14
12
2018
10
2017
8
2016
6 2015
4
2
0
Gross Profit ratio (%)

Interpretation: Since the Gross profit ratio is increasing throughout the years so company is
efficient the cost

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Operating Ratio
The operating margin measures how much profit a company makes on a
dollar of sales, after paying for variable costs of production, such as wages
and raw materials, but before paying interest or tax. It is calculated by dividing
a company’s operating profit by its net sales.

Operating Ratio = (Operating cost x100 )/Net sales

Year 2018 2017 2016 2015

Operating 15.10 14.10 14.50 11
Profit ratio
(%)

16

14

12

10 2018
2017
8
2016

6 2015
Linear (2016)
4

0
Operating Profit ratio (%)

Interpretation: It shows that the overall pricing strategy over the years is very
effective for the firm

PER SHARE RATIOS

DIVIDEND PER SHARE RATIOS

Dividend per share (DPS) is the sum of declared dividends issued

by a company for every ordinary share outstanding. The figure is calculated by
dividing the total dividends paid out by a business, including
interim dividends, over a period of time by the number of outstanding
ordinary shares issue.

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Year 2018 2017 2016 2015
Dividend Per
25.00 22.00 20.00 16.00
Share

30

25
25
22
20
20
2018
16
2017
15
2016
2015
10
Linear (2017)

0
Dividend Per Share

Interpretation: Since the Dividend is rising so the investors are quite well
distributed profit means a firm is constantly earning profit.

EARNING PER SHARE

The earnings per share ratio (EPS ratio) measure the amount of a company's
net income that is theoretically available for payment to the holders of its
common stock.

Year 2018 2017 2016 2015

Earnings Per
83.60 73.70 68.70 54.10
Share

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 90

80

70
2018
60
2017
50 2016
2015
40
Linear (2018)
30
Linear (2016)
20 Linear (2016)

10

0
Earning Per Share
.

Interpretation: Ability to retain the investor or add more investor

25
Conclusion
Britannia is one of the leading brands of the country and it has maintained this
position for a very long period of time. To maintain such efficiency, a company
needs strict norms and the focus to achieve growth despite the various
challenges it faces.
Britannia faced various challenges in its rise to the top of the market and to
position itself as the leader in the market. The challenges comprised of rising
commodity inflation, cost challenges and wastages in the supply chain. The
company now has a strategy and it focuses on the 3 thrust areas so as to drive
growth and they are revenue management, cost management and innovation.
Britannia has also maintained adequate stock of the seasonal products and has
provided them at adequate intervals so that there is adequate supply. The
following are some objectives of the company-

Britannia stands committed to the belief that every child has the right to
grow & develop.
Focus of improving technology to counter hunger & malnutrition in
India.
Improving the accessibility of products even to people living in remote
villages & slums.
Britannia has initiated a public- private partnership named as GAIN &
Naandi foundation to develop fortified foods.
.
The company has maintained a lead over its competitors which include-
Parle products private ltd.
ITC ltd.
Surya Food & Agro ltd.
Cadbury India ltd.
Bonn Nutrients Private ltd.
Mrs. Bector’s Food Specialties ltd.

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