A

Specialization Project Report

On
“Marketing Strategy of Britannia”

In the partial fulfillment of the Degree of

Master of Management Studies

under the University of Mumbai/ Approved by AICTE

By
Rahul Mohod
Class: MMS-A & Roll No: 58

Specialization: Marketing
Batch: 2019-21

Under the Guidance of

Dr. Tarveen Kaur

ATHARVA INSTITUTE OF MANAGEMENT STUDIES

Malad-Marve Road, Charkop Naka,
Malad (West), Mumbai 400 095.

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 DECLARATION

I hereby declare that the project entitled “Marketing Strategy of

Britannia” submitted as a part of the study of MMS Degree is my original
work and the Project has not formed the basis for the award of any other
degree, associateship, fellowship or any other similar titles.

Place :

Date :

Signature of the Student

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 CERTIFICATE

This is to certify that the project entitled “Marketing Strategy of

Britannia” is the bonafied work carried out by Rahul Mohod student of

MMS Atharva Institute of Management Studies, during the year 2019-2021

in the partial fulfillment of the requirements for the Degree of Master of

Management Studies and that the project has not formed the basis for the

award of any other degree, associateship, fellowship or any other similar

titles.

Place :

Date :

Signature of the Guide Signature of Director

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 ACKNOWLEDGMENT

This project bears imprint of all those who have directly or indirectly
helped and extended their kind support in completing this project.

I am extremely thankful and obliged to Dr. Tarveen Kaur for providing

streamed guidelines since inception, till the completion of the project.

I take this opportunity as a privilege to express my deep sense of gratitude

to Mr. Sunil Rane, Founder President of Atharva Institute of Management
Studies.

I wish to express special thanks to all Teaching and Non-Teaching Staff

Members of A.I.M.S. for their Support.

Place:

Date:

Signature of the Candidate

4
 PREFACE

An Industrial, Business or service organization by taking up a pie is most

important part of our MMS course & is must as per the syllabus. Our MMS
course is of administrative and managerial activity of industrial, Business
study or service organization.

The main objective of this project study is to help the students to develop
ability of research of the products and practical technique to solve real life
problem related to the products and to implement their theoretical
knowledge in real corporate world of cut throat competition.

In this grand project report, I have tried to analyze impact of customer

relation on sales, overall customer satisfaction on the basis of different
factors such as margin, services offered, customer support etc. And other
benefits of building good customer relation with retailers.

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 Index

Sr. no. Chapter Page no.

1. Extensive Summary 7

2. Introduction 9

3. History of Britannia 12

4. Company Objective 14

5. Britannia Dairy Industry 17

6. Product Portfolio 19

7. Product Lifecycle 22

8. Market Share 26

9. SWOT Analysis 29

10. Marketing Mix 33

11. Marketing Strategy 36

12. Business Strategy 39

13. Internal & External Analysis 42

14. Corporate Social Responsibility 48

15 Conclusion 51

Reference 53

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 Extensive Summary

In the wake of going thick on the thing, presently time is to make a total
picture. While making a item a SKU (Stock Keeping Unit) of the shop
retailers consider the GMROI (Gross Edge Return On Investment) and they
advance the brand which give them most noteworthy. They anticipate
return as overall revenue, organization plans, window show and references
of the shop. Among these, organization plans make the distinctions and are
the most noteworthy source of inspiration after net revenue. Retailing
requests a steady push from the organization.
Advertiser needs to utilize publicizing and brand building systems to
address the recognizing purchasers and retail push to in various purchasers.
The producer ought to get shopper conduct since retailers can't support
quality and cost. It is just up to sellers said it is request they sell Britannia
42% concur that at retail shop it is brand fame, which decide the acquisition
of scone.
There is a more prominent need to comprehend the retailer conduct
thinking about them as a group working for the organization may assist
them with being connected to the organization. There ought to be sentiment
of having a place with the organization in internal of the retailers. Setting
esteems club for retailers so they may trade sees with the organization and
help in getting customer behaviour.
 Objective:
The Primary goal of study was to discover size of Britannia dairy items.
Institutional business of Britannia dairy Products in explicit zones of
Chandigarh, Mohali, Zirakpur. In the examination my aim was experience
the Institutional deals of milk arrange of Britannia dairy Products to know
merchants and Institutions see about flexibly chain of Britannia milk, to
know the protests of Britannia dairy Products and to discover the

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recommendations from Institutions for more entrance of Britannia dairy
Products in Chandigarh, Mohali, Zirakpur.

 Research Methodology:
Research type was descriptive. The research was done through Institutions.
I have collected the primary data through questionnaire which was filled
by Institutional customers. Questions were both open and close ended. The
secondary data was collected from http://britannia.co.in/ website Sampling
done is non-probability sampling. The type of sampling method was
Judgment sampling.

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 Introduction

The dairy businesses organizations run for the most part on the elements,
for example, Price, accessibility, administration recurrence,
reasonableness, taste and showcasing. Value assumes an imperative job
since buying power is rely on cost and accessibility of that item, in the
event that wholesalers and retailers administration matter a ton in
Institutional business. From ceaseless deficiencies of milk, India has risen
today as the biggest maker of milk on the planet crossing 97 million tons.
It is 'The Oyster' of the worldwide dairy industry. It offers openings in
abundance to business visionaries around the world, who wish to gain by
one of the world's biggest and quickest developing markets for milk and
milk items.
A bagful of 'pearls' anticipates the universal dairy processor in India. The
Indian dairy industry is quickly developing, attempting to stay up with the
dashing advancement around the globe. The powerful Dairy advertise is to
a great extent kept to urban zones, possessed by over 25 percent of the
nation's populace. An expected 50 percent of the allout milk created is
expended here.
Before the finish of 2007, the urban populace is expected to increment by
in excess of 100 million to contact 864 million out of 2007 a growth of
around 40 percent. The normal ascent in urban populace would be a boon
to Indian dairying. By and by, the sorted out segment both agreeable and
private also, the conventional segment take into account this market.
The account of one of India's preferred brands peruses practically like a
fairy tale. Sometime in the distant past, in 1892 to be exact, a scone
organization was begun in a common house in Calcutta (presently Kolkata)
with an underlying venture of Rs. 295. The organization we as a whole
know as Britannia today.

9
The beginnings may have been modest the fantasies were definitely not.
By 1910, with the appearance of power, Britannia automated its activities,
and in 1921, it turned into the first organization east of the Suez Canal to
utilize imported gas stoves. Britannia's business was thriving. Be that as it
may, all the more critically, Britannia was getting a notoriety for quality
and esteem. Therefore, during the grievous World War II, the Government
rested its trust in Britannia by contracting it to flexibly enormous amounts
of "administration bread rolls" to the military. As time proceeded onward,
the scone showcase kept on developing… and Britannia developed
alongside it.
In 1975, the Britannia Biscuit Company assumed control over the
dissemination of rolls from Parry's who till now disseminated Britannia
rolls in India. In the resulting open issue of 1978, Indian shareholding
crossed 60%, immovably building up the Indianness of the firm. The Parent
Organization Britannia Industries Class Food Products Part Food and
Beverages Slogan/ Trademark Eat well think Better USP India's own one
of a kind pastry shop and dairy items brand that is trusted for its quality
following year, Britannia Biscuit Company was re-initiated Britannia
Industries Limited (BIL). After four years in 1983, it crossed the Rs. 100
crores income mark.
On the activities front, the organization was making similarly unique steps.
In 1992, it commended its Platinum Jubilee. In 1997, the organization
divulged its new corporate character -

10
"Eat Healthy, Think Better" - and made its first attack into the dairy items
showcase. In 1999, the "Britannia Khao, World Cup Jao" advancement
further braced the liking purchasers had with 'Brand Britannia'.

Britannia walked into the 21st Century as probably the greatest brand and
the pre-prominent food brand of the nation. It was similarly perceived for
its creative way to deal with items also, advertising: the Lagaan Match was
casted a ballot India's best limited time action of the year 2001 while the
tasty Britannia 50-50 Maska-Chaska turned into India's most fruitful item
dispatch. In 2002, Britannia's New Business Division framed a joint
adventure with Fonterra, the world's second biggest Dairy Company, and
Britannia New Zealand Foods Pvt. Ltd. was conceived. In
acknowledgment of its vision and quickening diagram, Forbes Worldwide
evaluated Britannia 'One among the Top 200 Small Companies of the
World', and The Financial Times pegged Britannia India's second Most
Trusted Brand.
Today, over a century after those provisional initial steps, Britannia's
fantasy isn't as it were going solid however blasting new guidelines, and
that miniscule introductory venture has developed by a far cry to crores of
rupees in riches for Britannia's investors. The organization's contributions
are spread over the range with items extending from the sound and
affordable Tiger rolls to the more way of life situated Milkman Cheese.
Having succeeded in earning the trust of very nearly 33% of India's one
billion populace and a solid the executives in charge implies Britannia will
keep on thinking beyond practical boundaries on its way of advancement
what's more, quality.

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 History of Britannia

 The company was established in 1892, with an investment of

Rs.295.
 Initially, a biscuit company was started in a nondescript house in
Calcutta (now Kolkata).
 Chairman: Nusli Wadia.
 1921- Imported machinery introduced; Britannia becomes the first
company East of the Suez to use gas ovens.
 1939 - 44 Sales rise exponentially to Rs.16,27,202 in 1939.
 During 1944 sales ramp up by more than eight times to reach Rs.1.36
crore.
 1975 –Britannia Biscuit Co. takes over biscuit distribution from
parry’s.
 1979- Re-christened Britannia Industries Ltd. (BIL).
 1983- Sales cross Rs.100 crore.
 1989- The Executive Office relocated to Bangalore.
 1992- BIL celebrates its Platinum Jubilee.
 1994- Volumes cross 1,00,000 tons of biscuits.
 1997- Re-birth - new corporate identity 'Eat Healthy, Think Better'
leads to new mission: 'Make every third Indian a Britannia
consumer'.
 BIL enters the dairy products market.
 1999- "Britannia Khao World Cup Jao" - a major success! Profit up
by 37%.
 2000- Forbes Global Ranking - Britannia among Top 300 small
companies.
 2001- BIL ranked one of India's biggest brands. Britannia Lagaan
Match: India's most successful promotional activity of the year
Maska Chaska: India's most successful FMCG launch.
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 2002- BIL launches joint venture with Fonterra, the world's second
largest dairy company. Economic Times ranks BIL India's 2nd Most
Trusted Brand.
 2003- 'Treat Duet'- most successful launch of the year.
 2005- Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the
popular chant! The new plant in Uttaranchal, commissioned ahead
of schedule.
 2006- Britannia re-launched Nutri Choice Hi-Fibre Digestive
biscuits in an international large sized biscuit pack.
 2007- Britannia industries formed a joint venture with the Khimji
Ramdas Group. Britannia Nutri Choice Sugar Out range introduced
"No Added Sugar”.
 2008- Britannia Nutri Choice 5 Grain biscuits launched & promised
consumer “Bhook Bhagao, Kuch Healthy Khao”.
 2009- Britannia takes full control of Daily Bread.
 2010- Britannia was presented the Master Brand 2010 Award by
CMO Council in November 2010.
 2011- Britannia received the Most Respected Company Award 2011
from Businessworld.
 2012- 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

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 Company Objectives

Britannia Industries has decided to focus on seven core brands in the

biscuits and bakery category. The brands included Good Day, Tiger, 50-
50, Snax, and the Cream Treat brands, among others.. With the launch of
Tiger brand, it has taken a plunge in the low-end category, taking
competition head on with Parle, which is the leader in this segment. The
company has also diversified within dairy and bakery products to enter the
butter, cheese and ghee markets. The portfolio was expanded with the
launch of butter, pure flavored milk in tetra packs and UHT milk. Britannia
has built an enviable retail distribution network, which services 400,000
retail outlets in 2,200 towns with the help of 2,500 distributors. The
company is aggressively expanding its network with a bias towards the
rural markets recently, in the ethnic food segment, the company introduced
a new range of traditional ‘namkeens’ in Mumbai called Britannia Snax.
The new range includes seven varieties of traditional namkeens like
'Bikaner ki Bhujia' and 'Rajasthani Alu Bhujia' in a price range of between
Rs 5 and Rs 20.The company isin the process of setting up a Greenfield
Biscuit Project in Uttaranchal to augment its production capacity, entailing
an investment of about Rs 55.2 crore. This plant will have capacity to
produce over 45,000 tonnes of two or three varieties of biscuit per annum.
So after over seven decades of being inseparable part of life in India,
Britannia is now set to usher its customers into a healthier and tastier future.
In the 21st Century, Britannia strode as one of India's biggest brands and
the pre-eminent food brand of the country. It was also equally recognized
for its Innovative approach to products and marketing.
BIL is the leading player in Bakery Products (Biscuits, Bread, Rusk and
Cake), jointly promoted by French food major Danone and Nusli Wadia. It
enjoys market leadership in Biscuits with 39 % market share in terms of
value. It owns key brands like Tiger, Good Day and Marie Gold.
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There are six brands contributing to 90% of its sales. Each of these brands
generate sales exceeding Rs.1 billion and these brands include Good Day,
Tiger, 50:50,Treat, Milk Bikis, and Marie Gold. The company wants to
give a special thrust on these brands for better margin. New variants in
these brands, attractive packaging formats and introduction of small SKUs
are expected to give volume growth in the domestic market. In the last year
these brands achieved double-digit growth. BIL enjoys market leadership
in all the sub-categories of biscuits, except in the Glucose category where
Parle is the leader. A recent strategic acquisition of 50% stake in Bangalore
based Daily Bread gives footholds in premium breads, cakes and high end
ready to eat foods and snacks. BIL is looking forward to increasing its stake
in it from current stake of 50%.Britannia is playing aggressively in the out
of home consumption market, which has enormous potential. The low unit
products help in broadening the customer base. Small and convenient
SKUs attract more consumers to consume these, while they are outside the
home.
Chota tiger has been launched at Rs.2/- for 50 gms similarly Marie gold
has been launched at Rs.5/- for 75 gms, 25 gms of Little Heart at Rs.4/-.We
believe that OOH category will contributes about 7-8% of total sales in
next two to three years.

 Short-term Objective:
 To improve image to shareholders.
 To improve internal processes and controls.
 To increase NSV and ROI.

 Long-term Objective:
 To be the lowest-cost producer in the market.
 To become largest volume player in the bakery industry.

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  Quality Objectives:
 Reduction in customer complaints
 To start documentation of market returns dealer wise
 To empower the workmen on individual work area to ensure that only
quality product are passed on the next page of production.
 Continuous training for the development of human resources.
 To minimize the accident level.
As part of the growth strategy, the company always 9+try to build on the
values of brand “Britannia" by aggressively pursuing tasty yet healthy
offerings of mass appeal and also launching a host of affordable products,
which would help rejuvenate the mother brand and drive category
consumption.

 Goals:
Once the company developed their vision, mission and core values, they
can then develop the goals and objectives needed to achieve your vision.
Goals are general statements of what Britannia wants to achieve. So they
need to be integrated with their vision.
They also need to be integrated with their mission of how they are going
to achieve their vision.
 To improve profitability
 To increase efficiency
 To capture a bigger market share
 To provide better customer service
 To improve employee training
 To reduce carbon emissions

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 Britannia Dairy Industry

Dairy India remains the biggest maker and shopper of dairy. Be that as it
may, as on account of other food items, Indians trail a significant part of
the world in per capita dairy utilization. This hole is getting connected
quickly with request developing at a quicker pace than gracefully.
Numerous industry specialists opine this is probably going to cause a
gracefully deficiency sooner rather than later. Enormity of
the Dairy opportunity is obvious to all; subsequently the business this year
saw uplifted action with a few privately owned businesses declaring
section, cooperatives extending impression and multinationals officially
entering. While the development over the most recent couple of years has
been on account of expanding milk utilization; esteem included portions of
dairy, for example, Cheese and Set Dahi in which your Company takes an
interest have developed at a quicker pace. A scope of components will
drive the development of dairy industry going ahead:
i) With time accessible to oversee families declining; purchasers will look
for everyday requirements in prepared to expend and advantageous
structures. With this dairy industry which is overwhelmingly sloppy today
will move consistently towards the composed segment;
ii) With expanding wealth there will be interest for the worth included item;
therefore dairy market will move from fundamental to handled;
MANAGEMENT DISCUSSION AND ANALYSIS
iii) Consumption of all dairy items will go up as customers float towards a
more adjusted eating routine as pay levels increment. The switches of
achievement going ahead are probably going to be:
a) Access to quality milk as essential crude material;
b) The correct item esteem expansion capacity
c) Access to a virus chain.

17
Britannia is perceived as one of the most trusted, significant and well
known brands among Indian purchasers in different presumed studies. We
understand our obligation to keep conveying new, nutritious and fun items
and it is our central goal to be an arm-stretch away, whenever of the day.
Today, Britannia is a main food organization in India with over Rs. 8500
crores in income, conveying items in more than 5 classifications through
4.2 million retail outlets to the greater part the Indian populace. Our center
accentuation across portfolios is on solid, new and flavorful food further
more, we are the First Zero Trans-fat Company in India. half of our item
portfolio is enhanced with miniaturized scale supplements. Our items are
likewise conveyed through the Britannia Nutrition Establishment to battle
lack of healthy sustenance among oppressed youngsters.
Britannia Dairy had its beginnings in 1997. Britannia was one of the first
organizations in Quite a while to pioneer class characterizing
advancements like Cream Cheese and presenting a large group of
worldwide flavors for its 3D squares and spreads in India. Today Britannia
Dairy items contribute near 10% of the organization's income. Britannia
markets its dairy portfolio on the rear of a all around incorporated virus
chain coordinations system and arrives at 3 million outlets over the length
and broadness of this nation.

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 Product Portfolio

 Biscuits:
Biscuits represent 90% of Britannia's yearly income. The organization's
manufacturing plants have a yearly limit of 433,000 tonnes. The brand
names of Britannia's biscuits incorporate VitaMarieGold, Tiger,
Nutrichoice, Good day, 50, Treat, Pure Magic, Milk Bikis, Bourbon, Nice
Time and Little Hearts among others.
In 2006, Tiger, the mass market brand, acknowledged $150.75 million in
deals, including fares to the U.S. what's more, Australia. This adds up to
20% of Britannia incomes for that year.

Additionally Britannia Industries has roped in Bollywood on-screen

character Salman Khan to support it scope of 'Tiger' brand of biscuits. As
indicated by Britannia, Khan will assume a job in further improving Tiger's
guiding principle through his relationship in introducing the brand, its
items and limited time exercises.

 Dairy products:
Dairy items contribute near 10% to Britannia's revenue. The organization
markets dairy items to people in general as well as exchanges dairy wares
business-to-business. Its dairy portfolio developed to 47% in 2000-01 and
19
by 30% in 2001-02. Its principle rivals are Nestlé India, the National Dairy
Development Board (NDDB), and Amul (GCMMF).Britannia holds a
value stake in Dynamix Dairy and re-appropriates the heft of its dairy items
from its partner. Britannia declared a joint endeavor with Fonterra Co-
employable Group of New Zealand, a coordinated dairy organization
which handles all parts of the worth chain from acquisition of milk to
making esteem included items, for example, cheddar and buttermilk.
Britannia expects to source the vast majority of the items from New
Zealand, which they would advertise in India. The joint endeavor will
permit innovation move to Britannia.

Britannia and New Zealand Dairy each hold 49% of the JV, and the staying
2 percent will be held by a vital financial specialist. Britannia has
additionally likely reported that its dairy business (presumably including
Dynamix) would be moved to the joint venture. However, the specialists'
endorsement to the joint endeavor obliged the organization to begin
producing offices of its own. It would not be permitted to exchange, aside
from at the discount level, subsequently contributing it rivalry with
Danone, which had as of late settled its own dairy business.

 VISION:
Think About A Purpose That Spirals Forth To Create Innovations From
Within This Visionary Zeal; Built On Trust And Knowledge, Has
Empowered The Wadia Group In Various Business Enterprises For over A
Century. It presently guarantees a lot more in the New Economy.

20
 To rule the food and drink advertise in India with a particular scope
of Tasty However Healthy' Britannia brands.
 Every third individual, in India, ought to be a Britannia customer.

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 Product Lifecycle of Britannia

A new product introduced in the market goes through a sequence of

multiple stages. This cycle maps all the stages of a product’s life span that
are related to promotion and sales. The product life cycle traditionally
follows 4 stages which range from introduction of the product to its demise.
As a product moves through these stages, its pricing, promotion,
packaging, and distribution are re-evaluated and changed, if required, to
prolong its life.

Phase 1- Introduction:

In introduction phase, a new product is released in the market after

obtaining intellectual property rights like patents and trademarks, if
required. The branding strategy and pricing model is decided before rolling
out the product and awareness is built in the target market subsequently.
As the product is new to the market, chances of not having a market are
more or even if there is a market, it might be too small and so there is a
need to build a base for the product at the introduction stage, rather than
making an immediate profit. The characteristics of this phase are low sales,
negative or low profits and selective distribution.

Britannia recently launched choco chunkies under its good day cookie
biscuit range, heralding a completely new category of cookies in the
country-chunkies. This latest offering is a super premium chocolate
product made using state of the art technology, is in its introductory phase.
This product is the most expensive in Britannia’s biscuit product line and
costs rs 50 for a pack of six biscuits.

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Ali harris the director of marketing for Britannia says, “with good day
chunkies, we bring international standards of an indulgent cookie
experience to Indian consumers. We have designed a comprehensive
marketing campaign to support this launch, and are confident that it is
going to be a success with the new age consumers.” As this product is
priced at a premium, it will initially only attract the 2.5% innovators who
are willing to try something new regardless of the price.

For its distribution, the company chose an unconventional medium of e-

commerce, first of its kind in fmcg industry. The biscuit company tied up
with amazon India for this exclusive launch. Heavy budget advertising
campaigns including paid banner ads on amazon as well as tvc starring
deepika padrone indicate the amount of investment that goes into
introducing a new product.

Phase 2 – Growth

This stage is marked by a rapid increase in sales and is the key stage for
establishing a product’s position in a market, increasing sales, and
improving profit margin. To achieve this the marketing and promotional
activities are taken up to increase consumer demand and reduce
manufacturing costs. The characteristics of this phase are rapidly rising
sales, increasing profits and a growing number of competitors. Intensive
distribution methods are brought into practice to maximise market share.
In this stage a category is established by entrance of competitors.

Britannia launched nutri-choice biscuits in 1998 and re-launched it in 2006

which created a new category of healthy biscuits and currently has captured
around 60% of market share in this category. This trend was followed by
itc which launched ‘farmlite’ range of biscuits and much later by Parle
23
which entered the war-zone around 2014 with its ‘simply good’ range of
healthy biscuits.

Phase 3- Maturity:

Saturation of market is the key indication of a product being in maturity

stage of its life cycle. This indicates that most of the consumers use the
product and further sales depends upon population growth. All the
distribution pipelines get exhausted making price competition intense. The
characteristics of this phase are peak sales, high profits and prices are set
to match or beat competitors.

Britannia tiger glucose biscuit launched in 1997 as a competitor to Parle g

glucose biscuits. While both the biscuits are available all over India, Parle
g dominates tiger with a share of 70% as compared to 17% of tiger biscuit
in glucose segment. The prices are very competitive tiger 125 gm is
available at rs 10 whereas in the same price one gets 133 gm of Parle g
glucose biscuits. Hence, the product has reached its maturity phase.
24
Phase 4- decline:

At this stage the market for a product declines and this stage marks the
beginning of the end of a product. This happens because of a number of
reasons including change in consumer taste, increased competition and so
on. The typical characteristics of this stage are declining sales, declining
profits and phasing out of unprofitable channels.

25
 Britannia Industry Market Share

Britannia Industries, India’s market leader in biscuits and bakery products,

has reported mixed results for the fourth quarter of 2018-19. The
company’s revenue grew by a healthy 10%, helped by 3% increase in
product prices and 7% increase in volume. However, its net profit grew just
12% due to a 29% jump in ‘other expenses’.

Though Britannia’s market share gain in the biscuits space continues, the
company has been impacted by increased competition in its core biscuits
portfolio and the ongoing rural slowdown. Traditionally, rural markets
grow much faster than urban ones and, therefore, the sharp fall in rural
growth is impacting all FMCG companies, including Britannia. This
explains why Britannia’s overall volume growth in the biscuits segment
now is lower than in the previous quarters.

Britannia, however, plans to overcome this slow growth in its biscuits

segment by diversifying its product portfolio. The idea is to maintain its
overall growth rate with contribution from new products. Most new
launches—cakes, milk shakes, cheese, salty snacks, wafers, etc.—have
generated a good response. These products are expected to help Britannia
fulfil its dream of becoming a total foods company. Britannia enjoys strong
brand equity and its pan-India distribution network has been helping with
these new products. Due to these innovative launches, analysts feel that
Britannia’s combined revenue share from new launches will double in
2019-20. New launches currently contribute around 4.5% to the company’s
revenue.

The company’s recent underperformance is another reason why analysts

are getting bullish on this counter. Britannia lost 14% during the past three
months, while the ET FMCG Index lost just about 1% and Sensex gained
26
3%. Pressure on margins due to new launches is the main reason for
Britannia’s underperformance. The company has traditionally kept its
margin stable by increasing or decreasing prices,

depending on changes in the cost of raw materials, and by efficient cost

management. However, cost management may take a backseat in the short
term because of a series of new product launches, which will warrant
additional advertisement spending. Commissioning of new manufacturing
facilities also means higher depreciations. So, investors looking to get into
27
this counter now should be ready to stay put for the long haul. The earnings
jump may happen only after a few years.

 Selection Methodology:

We pick the stock that has shown the maximum increase in ‘consensus
analyst rating’ in the past one month. Consensus rating is arrived at by
averaging all analyst recommendations after attributing weights to each of
them (5 for strong buy, 4 for buy, 3 for hold, 2 for sell and 1 for strong sell)
and any improvement in consensus analyst rating indicates that the analysts
are getting more bullish on the stock. To make sure that we pick only
companies with decent analyst coverage, this search is restricted to stocks
that are covered by at least 10 analysts. You can see similar consensus
analyst rating changes during the past week in the ETW 50 table.

28
 SWOT Analysis

Britannia is one of the most known Biscuit, bakery and dairy food FMCG
companies in India. The vast variety of products with known brand names
like Good day, Marie, Cheese, butter etc make up the
core product portfolio of Britannia. Naturally, the distribution of Britannia
is far and wide. In the SWOT analysis of Britannia, the product line and
distribution is the strongest point for the brand.

 Strength:

1. Brand portfolio: Britannia is the only company in India that has

offerings in bakery products across the segment for all income groups
due to which it’s possible for them to acquire large share of wallet of
consumers. Britannia holds nearly 30% market share in the India’s
biscuit category.
2. High Brand Recall: Because of its presence across range of bakery
products like biscuits, rusk, cakes & dairy products like milk, butter
& cheese etc., their shelf visibility is high. Also their focused
marketing & advertising campaigns resulted into positive word of
mouth & high TOMA (top of mind awareness).
3. Serving Indian Markets from last 120 years: 123 years ago, in a
small house in central Calcutta (now Kolkata) an intrepid baker made
a batch of delicious, golden brown biscuits. These were meant for
officers of the British Raj and their families, people used to the high
standards of English tea-time snacking. Over the last century and a
quarter, Britannia has been serving the Indian consumer with a range
of fresh, nutritious and flavor-rich products. Today, Britannia is a
leading food company in India with over Rs. 6000 crores in revenues,

29
 delivering products in over 5 categories through 3.5 million retail
outlets to more than half the Indian population.
4. In depth product portfolio: It has different offering for different
income groups with large assortments across the product categories
like in Biscuits they have tiger ,milk bikis , Good day, Bourbon ,little
hearts, crackers , nutria-choice.
5. Market Penetration and distribution: Being present in
the market with such large SKU’s and making it available through its
robust distribution system, Britannia has penetrated to every nook &
corner of the country.
6. Market Leader in bakery: Britannia Industries Limited (BIL) is a
major player in the Indian Foods market with leadership position in
Bakery category and has a market share of ~ 30% in the
industry. Britannia offers both delightfully indulgent and healthy
choices in biscuits, bread, cake, rusk and a range of dairy products
that include cheese, curd and specially formulated functional
beverages with a dairy base

 Weaknesses:

1. Over dependency on the biscuit business: Britannia’s 75% revenue

comes from biscuit business. Although they are market leader in the
same but over dependency on the same may affect their long term
existence in the business.
2. Various brands got commoditized over time: Brands like Bourbon
& glucose biscuits of Britannia got commoditized over time such as
in case of “bourbon”, Parle also introduced “Parle bourbon”
biscuits. Brand name when used like this by other companies,
creates confusion in the mind of the consumers resulting in loss of
sale.

30
3. No overseas presence: Apart from India Britannia have presence in
Dubai & Oman that too through subsidiaries. But overall export of
the products is very less then its actual potential.
4. Struggling dairy business: Dairy business contributes only 5% of
the company’s overall revenues.

 Opportunities:

1. Emerging Dairy Industry: With organoleptic (flavor, taste & color)

features shaping the dairy industry, improving dairy products can
help the company to improve their market share & reposition itself in
dairy market.
2. Changing lifestyle & demand for healthier food
products: Improvement in literacy rate, health awareness, changing
lifestyle & increase in disposable income are shaping the demand for
healthy food products.
3. Overseas Market: Expanding its business to other overseas market
can help the company to emerge as a global player in the food
products.

 Threats:

1. Competition in the market: With increasing number of players

(local players – Anmol, Priya & national- ITC, Parle), it’s becoming
very hard for the company to differentiate themselves from others.
There is also threat from counterfeit products destroying its brand
image in the market.
2. Price of raw material: Increasing price of commodities will result in
further increase in the price of the end product. Further increase in
price will result in decrease in profitability or reduced consumption.
3. Buyers power: With highly diversified consumer goods market
where there are lots of brands claiming different sorts of benefits, it’s
very difficult for consumers to stick to a particular brand & hence
31
results into brand switching where consumer get power to select a
brand based on several factors like availability, reference group
recommendation, preference & price.

32
 Marketing Mix of Britannia

Marketing Mix of Britannia analyses the brand/company which covers 4Ps

(Product, Price, Place, Promotion) and explains the Britannia marketing
strategy. As of 2020, there are several marketing strategies like
product/service innovation, marketing investment, customer experience
etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives,

and marketing mix (4Ps) is the widely used framework to define the
strategies. This article elaborates the product, pricing, advertising &
distribution strategies used by Britannia.

 Britannia Product Strategy:

Britannia fabricates wide assortment of rolls and dairy items. Britannia's

item system in its promoting blend width principally comprises of scones,
bread, dairy, cakes and rusk. The product offering profundity is most
noteworthy for scones comprising of a few items, trailed by cakes and
breads. Britannia fabricates rolls for different fragments of shoppers, types
incorporate sugar free scones, cream bread rolls and jam bread rolls. A
portion of its well known brands are Britannia Nutrichoice, Britannia Marie
Gold, Britannia Pure Magic, Britannia Little Hearts and so on. Britannia
Tiger scones is the most celebrated all things considered. Tiger bread rolls
additionally take into account the global markets like Australia, Malaysia
and Indonesia. With their joint endeavors with dairy organizations,
Britannia are currently ready to fabricate and sell cheddar, dahi, ghee and
margarine. Its items are principally expected for white collar class
individuals India, which shapes the main part of the populace.

33
  Price/Pricing Strategy:

Britannia is one of the main food brands in India. The food producing
industry is serious. The base of Britannia's showcasing blend evaluating
technique is rivalry. Likewise the essential fragment for being white collar
class individuals, who are profoundly value delicate, powers Britannia to
play value war with its rivals. Britannia attempts to package its items,
which thusly lessens the cost of their items, uncommonly this can be found
in their items which are intended for the family packs. Their system of
segregation of costs assist them with procuring bigger benefits from
customers who are happy to pay for more advantageous items and more
prominent advantages. The cost of Britannia items is a lot of equivalent
with its rivals, particularly with that of Parle items, and they are nearly the
equivalent.

 Place & Distribution Strategy:

Britannia conveys its items essentially through retail chain. The online
section, which adds to less buys, has been conceivable by having tie ups
with enormous internet business associations. Britannia items can be
bought from online entryways. With broad and solid conveyance arrange
Britannia items, can be found in all enormous and little urban regions
across India. Be that as it may, the rustic dispersion organize isn't
tantamount to that of the urban market. As a huge FMCG player in India,
Britannia fundamentally relies upon wholesalers who at that point settle on
sellers and retailers for conveyance.

 Promotion & Advertising Strategy:

Britannia is available for over 100 years, observation about Britannia is in

every case great and appreciates high brand review among shoppers, this
will in general be an incredible bit of leeway for Britannia. Notices for
Television, print media and bulletins are not many of the numerous

34
strategies utilized by Britannia in their limited time promoting blend.
Britannia has consented to arrangements with renowned characters to
advance their image, yet this has been distinctive for various items. A
greater piece of their limited time exercises is done in the games area.
Britannia logo labeled cricket bats embraced by universal players plays a
significant special movement. Britannia additionally advances their item
as "basic for good wellbeing", this catches the psyche of purchasers as
these days individuals will in general be progressively cognizant about the
supplement estimation of what they expend. Henceforth, this finishes up
the Britannia showcasing blend.

35
 Marketing Strategy

The Wadia Enterprise, Britannia Industries Limited is an India

Food company founded in 1892 and is manufacturing & selling
biscuits, Rusk, cake, bread, and dairy products.

It is among the most trusted brands in India manufacturing daily

food brands such as Good Day, Milk Bikis and Marie Gold, Tiger,
and NutriChoice. These brands have become a household name
in not only urban but rural markets also.

Its dairy business contributes approximately 6 % of the total

revenue and it reaches to 100000+ outlets while its bread vertical
is largest in the organized bread market with a n annual turnover
of over 1 lakh tons (in volume) and Rs.450 crores.

Segmentation, targeting, positioning:

Segmentation helps in understanding the different group of

customers available in the population and what are characteristics
associated with each of the group.

Britannia uses a mix

of demographic & psychographic segmentation
strategy considering the population variables such as age, social
class, education level, income level, marital status, and
occupation.

To serve the different customer groups accordingly, it uses

differentiated targeting strategy.

Britannia has positioned itself as a brand caring for the consumers

and serving healthy and delicious processed foods. It uses value-
based positioning strategy.
36
Competitive advantage:

Strong Product portfolio: With a wide presence in each of the

products categories supported by the sub-brands has helped the
company in capturing the rural market generating Rs. 1556 Crs in
Mar’17 which is 22% jump from the last Financial Year.
Britannia Industries operate in the market with more than 300
SKU’s.

Distribution strategy:

Britannia Industries makes its products available to more than 70

countries globally while it has 81+ manufacturing units in India
out of which 41 are Biscuit units, 13 dairy units, 12 bread units, 9
Rusk units and 6 cakes units.

Through these manufacturing units, Britannia makes 2.8 Cr packs

per day which are distributed to more than 36 lakh outlets through
51 depots, 3700 stockists and 900 trucks per day.

Brand equity:

Britannia Industries has been ranked 56th on Forbes magazine list

of Innovative growth companies. The brand has been valued at $6
billion as of May 2017 (market capitalization value method)
generating revenue of $1.32 billion.

The brand has bagged many award and accolades such as

Renewable Energy India Awards 2016 selected Britannia for a
special recognition under the Leading RE Investor category, Best
Brand Campaign (Britannia Tiger), Big Bang Awards 2013 and
many others.

Competitive analysis:

Spread across the knith & kin of India, the brand has created high
visibility in the market both Rural & urban areas.
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The company competes in the market basis on factors such as
extensive presence in the market through a distribution network,
deep product assortments, and cost-effectiveness per unit,
manufacturing facilities near the markets, quality workforce and
innovative products. Some of the competitors of the company
are AMUL, Hindustan Unilever, Priya Gold, Parle, Kraft
Foods, Sunfeast Etc.

Market analysis:

The Britannia Company operates in the packaged food industry,

in bakery and dairy product categories.

The business in which Britannia operate has a high share of

bakery products especially biscuits and bread. Macroeconomic
challenges, political stability, infrastructure growth, increasing
number of suppliers, bargaining power of customers as well as
suppliers are some of the driving force for the industry.

Customer analysis:

Customers of Britannia are people from all age groups who prefer
to have snacks and healthy delicacies on day to day basis.

Britannia has been aggressively penetrating in the rural markets

through its Small SKU’s (Stock keeping units) and outlet
coverage which doubled from 7.3 Lakhs directly reached outlets
in March 14 to 15.5 Lakhs outlet in March 17.

38
 Business Strategy

Strategic Management & Strategy Formulation

Framing Mission and Objectives:-
In the step Britannia Company Forms its mission and objective, which has
been decided by top level management mainly by Mrs. Nusali wadia and
Ms. Vinita Bali and Varun Berry.
Analysis of the Internal Environment:-
In this part Britannia company analyze its strength, weakness, opportunity,
and threat which I have already shown you before, this is also decided by
the top level management or build up automatically as company progressed
up.
Analysis of the External Environment:-
In this part company done external analysis i.e. PEST analysis. In market
Briatannia is a big name so politically he is strong, Chairman Nasali wadia
is engaged in many Indian government and political society.
Gap Analysis:-
Britannia biscuits is the most selling biscuits brand across the globe,
Britannia biscuits are healthy, efficient, powerful, standardized, segmented
according to categories and cheap in price. So all together customer gets
what they need, sometime there is gap between their expectations and
companies delivery of product.
Choice of Strategy:-
Britannia’s first choice shop they kept Britannia contest to attract customer.
They can think differentiation as their alternate choice.

39
Strategy Implementation
Formulation of Plans: -
The strategy planned by top level management. But the implementation
part has done by Business level and function level. The plan that how can
they achieved the target. For this they divided the big work into small work.
After that they implement small work.
Programs and projects:-
After acquiring the biggest share in the market they are preparing their
company for the next step to achieve its goal. Their management is trained
by the training program to make them familiar with the Britannia family.
Resource Allocation:-
To develop Britannia Biscuits market Britannia company is using various
resources such as physical resources, financial resources and human
resources.
Structural Implementation:-
There is need for organizational structure to implement strategies Britannia
companies structure is the framework through which an organization
operates.
Functional Implementation:-
A manager can also change activity of the sales person. The manager that
is head of the department of the Britannia company take all roles and
responsibilities to get the work done from others. The decisions taken by
them are implemented by all the workers or employees.
Behavioral Implementation:-
Britannia is very much employee oriented organization the marketing
departments have given the performance bonus & they have been send to
the fatory to demonstrate biscuits.

Strategy Evaluation
Setting of Standards:-

40
In this level manager set target to his sales person, generally every
departments work on target basis.

Measurement of Performance:-
Now in this case manager analyze that whatever the target had given to
the sales peoples has done or not.
Comparison of Actual Performance with standards:-
Now they check the actual performance of the sales people and analyze the
performance.
Finding out deviations:-
In this case they check why the sales people not able to achieve the target,
whatever the target had given to the sales people where was the deviation.

Analysing
Deviations: -
After that the manager and top level management check that deviation.
Taking Corrective measures:-
After that manger tries to solve those deviation. Basically the sales people
will again send to the training field review and on job training, this is the
method Britannia adopts quite often.

41
 Internal and External Analysis of Britannia Industries

Bakery industry in India today has an important place in the industrial map
of the country. With rapid growth, improvement in standard of living,
westernization, increase in spending power, changing eating habits of
people and increased transition from the unorganized sector to organized
sector, bakery products have gained immense popularity among masses.
Industry Structure
The bakery industry is mainly popular in the southern part of India like the
states of Andhra Pradesh, Maharashtra, West Bengal, Karnataka, Tamil
Nadu and Kerala. Around 60% of production takes place in the
unorganized sector. There are around 2 million unorganized bakeries in the
country, comprising small bakery units, cottage and household type
manufacturing. The organized sector consists of large, medium and small-
scale manufacturers producing bread and biscuits. The market size for the
industry in India is expected to reach 47 billion by 2015 with a growth of
50 to 60 % per annum.

Industry Segments
Bread: About 50% of this segment is organized and is growing at a rapid
rate of 14-15% per year. The estimated size of the organized bread industry
is about 50 billion.
Biscuit: The biscuit market in India is estimated to be $100 billion and the
industry is also gearing up to aggressively tap the medium and premium
segment within the country. Biscuit industry in India in the organized
sector produces around 60% of the total production, the balance 40% being
contributed by the unorganized bakeries. Mainly in rural India the biscuit
consumed by consumer is from unorganised sector.

42
Porter's five forces model:
Competitor Rivalry:
BIL has a market share of 38% and has been growing at 27%, compared to
the industry growth rate of 20% Battle-scarred Britannia on expansion
spree, Business Standard and has many competitors based on the nature of
product. Parle and ITC (Sunfeast) pose a great competition to BIL. BIL
earning major of its income from the biscuits, and Parle and ITC are the
other major players in biscuit market. BIL is also into the production of
dairy products, where the two major players in market are Amul and
Nestle. Amul is the leader in the dairy industry. There is also a high level
of competition from the unorganized baking sector. Overall rivalry is high.
Threat of New Entrants:
The entry on a small scale dairy industry and in the unorganized baking
sector is easy. But on the other hand to enter the large scale dairy industry
and organized baking sector a huge amount of investment is required in
terms acquiring assets and to establish supply and distribution chains.
Government regulations pertaining to food norms and others may also
seem to be unattractive. Looking at the latest trends, the bakery industry is
expected to earn huge revenues which might attract new entrants. So the
threat of new entrants is moderate.
Threat of Substitutes:
Savoury snacks, crisps, cereals, fruits and other fast food can be substituted
for biscuits. Dairy products are dubious to be replacing with other products
as they key ingredients of majority of people’s diet. So the threat is a very
moderate threat of substitutes.
Buyer’s Power:
The buyer’s of these products could be a retailer or the consumer. Both the
dairy and bakery industry are price sensitive, so a little increase in price
might lead the consumer to shift other brand or product. So the buyer’s
power is calculated to be very strong.
43
Supplier’s Power:
The major supplies for a bakery industry include wheat, sugar and other
agriculture products. And the major supplies for dairy products are milk.
It’s difficult to bargain with the suppliers of the above mentioned inputs as
the price of these inputs is majorly influenced by the production of these
inputs. The prices tend to be high as the demand for these products is rising
at much faster rate than supply.
The secondary supplies include the packaging material. The secondary
supplies can be easily substituted with the low-cost ones to save on cost.
Overall the supplier’s power is assessed to be moderate.
Conclusion of Five Forces Analysis:
There is an existence of major players in the market with a moderate level
of threat of new entrants and substitutes. The supplier’s power is moderate
but the buyer’s power is measured to be strong. So the rivalry is suggested
to be high.

Pestel analysis
Political:
Exemption on Customs Duty on Sugar Raw Material Import: Due to
the shortage in the production of sugar the deadline for the exemption on
customs duty on raw sugar imports has been extended. Exemption on
customs duty will help in purchasing sugar at lower cost, which in turn will
control the cost of production.
VAT on Biscuits: The VAT of 12.5% on Biscuits. Price of the biscuits
might need to be increased due to the high VAT rates which may result in
switch of brands due to the highly competitive market.
Removal of Import Duty on Dairy Products: The whole-sale price based
inflation indicates that the milk prices have moved up by 14.73% over the

44
last year. The imports at cheaper rate would help in reduce the cost factor
for dairy products.
Incentives to Build Cold Storage Facilities: Wastage of food items due
to lack of cold storage facilities lead to a loss of Rs. 500 billion every year.
The government announces schemes and incentives to attract investments
in cold storage warehousing would help in preserving products better and
reduce the wastage cost.

Economical
Shortage of Milk: Even though the milk production has risen by 4.6%
compound annual average growth rate, it still cannot match up with the
increasing demand. Price of milk increased by 12.6% to 13.6%. This can
cause an increase in the input cost for the dairy products and which in turn
can lead to hike in price or lower profit margins.
Globalization: Globalization a universal phenomenon is affecting each
and every industry. This can serve as an opportunity to expand the business
to a global level but on the other hand there is a threat of new entrants from
international market.
Requirements for Logistics: Logistics in India suffer due to the poor
infrastructure and other limitations. Sophisticated third party logistics
system will help in proper supply chain management and on time delivery
of goods, which help in maintaining the shelf life of goods on meeting the
demand on time.

Social:
Need for Healthy Eating Habits: Studies say that Indians are more prone
to Coronary Artery Disease (CAD), which is the major independent risk
factor causing Cardiovascular diseases, due to the smaller calibred arteries
found in Indians. This suggests that Indians should move towards more
healthy food and diet. This could be a new area to explore for Britannia
45
with its new health associated products like Nuti-Choice biscuits and
Actimind flavoured milk.
Problems with Cloned Livestock: Cloned animals are supposed to be
suffering from large offspring syndrome. The mother cows face a problem
in giving birth to the cloned animals as they are larger than normal. Also
these cloned animals suffer from health which might make unsafe to
consume the produce from them.

Technological:
Cloning of Livestock: India, a late entrant in cloning research, is now
moving with a great pace in cloning technology. ‘Hand guided cloning
technique’, a technique very different from the conservative cloning
practice has been a successful venture.
New Age Packaging: The new packaging systems help in protecting food
from micro-organisms by creating shelter layer. It uses new technologies
like oxygen scavenging function, atmosphere control, biodegrability etc.
and is low cost.

Environmental:
Change in the Climatic Conditions: Climate plays an important role in
the agriculture process. The change in the rainfall pattern has been a matter
of concern now in India. The agriculture sector in areas which are monsoon
dependent suffered badly due to the change in the rainfall pattern. The
sector suffered a huge loss in terms of total output. The loss in crop will
affect the input supply and this might delay or cause problems in the
production. So the industry might not be able to meet the demands resulting
in the loss of customers.

46
Legal:
Raising the Norms for the Probiotic Food: There is a need for setting the
standards for probiotic food. Clinical tests should be conducted on the
probiotic foods before they could reach the market for sale. The Indian
Council of Medical and Research has submitted the proposal for the same
to the government. Strict norms will help in raising the quality standards
but on the other hand the cost and time of production might subsequently
increase.

47
 Corporate Social Responsibility

Corporate Social Responsibility (CSR) is defined as the voluntary

activities undertaken by a company to operate in an economic, social and
environmentally sustainable manner. In India, many firms have taken the
initiatives of CSR practices which have met with varying needs of the
society. The present study has made an attempt to understand the status and
progress and initiatives made by large firms of India in context to CSR
policy framing and implementation Corporate Social Responsibility (CSR)
embodies the various initiatives and programs of Britannia Industries
Limited (Company) in the communities and environment in which the
Company operates. The Board of Directors of the Company has constitute
a CSR Committee of Directors comprising of four directors with three
being Independent Directors.

It represents the continuing commitment and actions of the Company to

contribute towards economic and social development and growth. In 1997
Britannia underwent a re-branding of sorts and adopted the corporate
mantra 'Eat Healthy, Think Better', and correspondingly cut out all transfats
from the formulation of all its biscuits. It was the first company in India to
do this and was therefore the front-runner in acknowledging the health
problems associated with a diet high in transfats. They were also the first
company to reduce sodium and sugar levels in their products. Apart from
these, Britannia is also actively involved in all aspects of CSR. This is
something that Bali is very insistent upon and believes that strategic CSR
can act to improve socio-economic conditions the world over.
She is particularly involved in using CSR as a powerful tool to increase
awareness of childhood malnutrition and formulates her products to cater
to this. Bali has steered Britannia on the Health and Nutrition course with
focus on launching Better for You and Fortified products as well as driving

48
advocacy and awareness. Britannia is engaged with GAIN (Global
Alliance for Improved Nutrition), UNWFP (United Nations World Food
Program), CGI (Clinton Global Initiative) as well as grass root initiatives.
Britannia, as the company has two insights – one with commercial sales of
the nutritious fortified biscuits in the market and the other by serving the
malnourished children with fortified nutritious biscuit through public
private partnership with NGOs.
Sustainability and public health relevance are key issues for all CSR
activities at Britannia. The Britannia Nutrition Foundation works towards
the control and prevention of malnutrition. BNF is an independent,
autonomous, non-profit entity that leverages the strengths of Britannia’s
wide stakeholder network to address the issue of child nutrition. 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. This program has been recognized by GAIN.

Apart from this Bali has a special interest in women's rights, health and
hygiene education and has incorporated these ideas into Britannia's
strategic CSR model. The large portfolio in biscuits and dairy products
provides health and nutrition to both children and women. Many brands in
have been fortified with vitamins and minerals in addition to iron.

In their dairy portfolio they make available products like milk and yogurt
which are low in fat and are always exploring the introduction of healthy
food across all segments. For example, they were one of the first companies
to introduce sugar-free and digestive whole-grain biscuits. 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.
49
Britannia Industries Ltd exports its products to over 55 countries around
the world and profits have shown exponential increase since Bali has taken
over at the helm and introduced various CSR initiatives. This is a testament
that CSR can act as a value-add for many companies which enhances
market share and profits.
The rotart club conferred the “Corporate Social Responsibility (CSR)
Award” on Britannia Industries Ltd. The award was given in recognition
of the good work done by the Britannia Nutrition Foundation. In order that
the award serves as a catalyst for a lasting service initiative, the Club
launched the “Rotary Club of Madras-Britannia Nutrition Initiative” on the
occasion.
Britannia has agreed to partner with the Club by providing specially made
iron fortified biscuits free of charge as the first phase of the initiative. The
biscuits will be distributed as part of the Club's Nutritious Meals
Programmes.

50
 Conclusion

Britannia Industries is one of India’s leading food companies with a 100

year legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is
among the most trusted food brands, and manufactures India’s favorite
brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold
which are household names in India. Britannia’s product portfolio includes
Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese,
Beverages, Milk and Yoghurt. Britannia is a brand which many generations
of Indians have grown up with and our brands are cherished and loved in
India and the world over. Britannia products are available across the
country in close to 5 million retail outlets and reach over 50% of Indian
homes.
The company’s Dairy business contributes close to 5 per cent of revenue
and Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an
annual turnover of over 1 lac tons in volume and Rs.450 crores in value.
The business operates with 13 factories and 4 franchisees selling close to
1mn loaves daily across more than 100 cities and towns of India.
We have a presence in more than 60 countries across the globe. Our
international footprint includes presence in Middle East through local
manufacturing in UAE and Oman, are the No 2 biscuit player in UAE with
a strong contention to leadership and have a similarly strong market
position in the other GCC countries. We are also the market leaders in
Nepal and are in the process of investing a manufacturing facility in the
country.
Our foot print spreads across North America, Europe, Africa and South
East Asia through exports and we are investing in a state- of- the- art
facility in Mundra SEZ, Gujarat, to service the exports markets.

51
Our strategic expansion plan is based on the principle of ‘One new market
a year’. We plan to expand through local operations in Africa and South
East Asia in the coming years.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think
Better’. Having removed over 8500 tonnes of Trans Fats from products,
Britannia became India’s first Zero Trans Fat Company. Over 50% of the
Company’s portfolio is enriched with essential micro- nutrients which
nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began
working on public private partnership to address malnutrition amongst
under-privileged children and women.

52
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