Professional Documents
Culture Documents
Prathamesh EARD
Prathamesh EARD
BY
Roll NO :20220143146
Submitted to
Through
I the undersigned hereby declare that the project report on Britannia industries limited &
FMCG which is been submitted as an integrated project of MBA Sem I to Suryadatta Group
of Institutes is an authentic record of my genuine work done under the guidance of Professors
of Enterprise Analysis Desk Research, and Selling & Negotiations Skills Lab.
I assert the statements made and conclusions drawn are an outcome of my research work.
I. The work contained in the report is original and has been done by me under the
general supervision of the faculty members.
II. I have followed the report guidelines provided by the institute in writing.
III. I certify that this report is my own work, based on my study and/or research. I have
acknowledged all material and sources used in its preparation, whether they be books,
articles, reports, lecture notes, and any other kind of document, electronic or personal
communication.
I would like to acknowledge the following as being idealistic channels and fresh Dimensions in the
completion of this project.
I take this opportunity thank the SURYADATTA GROUP OF INSTITUTES for giving us chance to do this
project.
I would like to thank for Britannia industries limited providing the necessary facilities required for
completion of this project.
I take this opportunity to thank our, DEAN DR. PRATIKSHA WABLE for her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide Prof. HARSHAD BHADANGE
whose guidance and care made this project successful.
I would like to thank my College Library, for having provided various reference books and magazines
related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in the completion
of the project.
.
List of Tables
List of Figures / Charts etc. (Note that all tables/ figures/charts must carry a number & title)
List of Abbreviations (if any).
Index
Executive Summary
3 Organizational Details
6 Supplementary information
7 Conclusion
8 References
Introduction and brief industry profiling:
Industry evolution
Between 1950 and 1980, there was limited investment in the FMCG sector. Local people had lower
purchasing power, which meant that people opted for necessity products rather than premium products.
Indian government was inclined towards favoring the local shops and retailers. Between 1980 and 1990,
people wanted more variety of products which encouraged FMCG companies to increase the availability of
products. FMCG Industry started getting traction and other companies started entering the industry. Media
industry in India also boomed during the same time which gave new companies even more incentive to make
their business profitable. Prior to 1991, when globalization and liberalization occurred in India, western
apparels and foreign food products were not available to local customers. Common people weren’t very
aware of brand recognition. After 1991, FMCG industry was inspired by the international companies which
also allowed government intervention to incentivize foreign FMCG companies to operate in India.
The Indian FMCG industry generates massive employment opportunities and currently employs more than 3
million people. Departmental stores, grocery stores, and supermarkets are the places where consumers buy
the necessary products for daily consumption. In the 21st century, people don’t want to move across
different stores to acquire the common household goods. Hence, the introduction of supermarkets, where
customers have a variety of choices for different household products, into localities are proving to be
extremely convenient to the customers. Some of the most common stores in India are: Reliance Retail, Big
Bazaar, D-Mart, Easy day, MORE, Spencer’s, Spar, Hyper City, and Star Bazaar. Although the operations of
supermarkets are profitable, local grocery stores are suffering due to lack of variety of products. Unlike other
emerging FMCG industry around the world, FMCG sector in India is still quite conventional. Despite street
markets are still one of the most visited places for shopping in urban and rural settings, online platforms are
leading the way to buy FMCG products.
India has always been a country with a big chunk of world population, be it the 1950's or the twenty first
century. In that sense, the FMCG market potential has always been very big. However, from the 1950's to
the 80's investments in the FMCG industry were very limited due to low purchasing power and the
government's favoring of the small-scale sector. Hindustan Lever Limited (HLL) was probably the only
MNC company that stuck around and had its manufacturing base in India. At the time, the focus of the
organized players like HLL was largely urbane. There too, the consumers had limited choices. However,
Nirma's entry changed the whole Indian FMCG scene. The company focused on the 'value for money' plank
and made FMCG products like detergents very affordable even to the lower strata of the society. Nirma
became a great success story and laid the roadmap for others to follow.
a. Industry status (globally) during last 5 years
Britannia Industries Limited is an Indian food and beverage company. Founded in 1892 and
headquartered in Kolkata, it is one of India's oldest existing companies. It is now part of the Wadia
Group headed by Nusli Wadia. The company sells its Britannia and Tiger brands of biscuits, breads
and dairy products throughout India and in more than 60 countries across the world.
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 1 million loaves daily across more than 100 cities and towns of India.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a
Billion Indians reach out for a delightful and healthy Britannia product several times a day! Imagine
Britannia.
Vision-
We encourage our people to work in cross functional teams with a concerted
aim of sharing knowledge.
Mission-
Philosophy –
Values-
Leadership
Ownership
Passion for learning
Respect
Quality Policy–
Mr. Nusli N Wadia, was inducted on the Company’s Board on 5th September 1993 and has been the
Chairman of the Company since 8th September 1993. Mr. Wadia is a well-known Indian Industrialist. He is
the Chairman of Wadia Group companies and also Director on the Board of several Indian companies. Mr.
Wadia has contributed actively in the deliberations of various organisations such as the Cotton Textiles
Export Promotion Council (TEXPROCIL), Mill Owners’ Association (MOA), Associated Chambers of
Commerce & Industry, etc. He is the former Chairman of TEXPROCIL and also of MOA. Mr. Wadia was
appointed on the Prime Minister’s Council on Trade & Industry during 1998 to 2004. He was the Convenor
of the Special Group Task Force on Food and Agro Industries Management Policy in September, 1998. He
was a Member of the Special Subject Group to review regulations and procedures to unshackle Indian
Industry and on the Special Subject Group on Disinvestment. He was a member of ICMF from 1984-85 to
1990-91. He is Trustee of the Executive Committee of the Nehru Centre, Mumbai. Mr. Wadia has a distinct
presence in public affairs and has been actively associated with leading charitable and educational
institutions.
Family :
The Wadia family is a Parsi family from Surat, India currently based in Mumbai, India. The family rose to
wealth in the mid-1700s as ship-builders serving the British East India Company as the latter established its
sway over India. During the declining years of the British Raj, Neville Wadia, scion of the main branch of
the family, married Dina Jinnah, only child of Muhammad Ali Jinnah, the founder of Pakistan. Despite being
the only descendants of the founding father of Pakistan, the family chose to stick to their mills and factories
in India rather than emigrate to the new country. They prospered abundantly under Nehru-Gandhi
dispensation and today, they run the Wadia Group of companies, one of the larger industrial conglomerates
in India.
VARUN BERRY
(Mr.NUSLI N WADIA)
CHAIRMAN
CSR Initiatives
As per Section 135 of the Companies Act, 2013, Britannia Industries Ltd., meeting the applicability
threshold, needs to spend at least 2 per cent of its average net profit for the immediately preceding three
financial years on corporate social responsibility (CSR) activities.
Ness N Wadia led Britannia, during the year 20219-20, has spent 2 per cent of the average net profit for the
last 3 years on CSR expenses.
CSR expense stood at Rs 28.43 Crores as a average net profit of the Company for last three financial years
stood at Rs. 1,421.71 Crores for the reviewed year, annual report said.
India CSR
Home Corporate Social Responsibility
Britannia as part of its CSR initiatives spends Rs. 28.43 Cr in FY 20
India CSR by INDIA CSR April 2, 2021
AA
Corporate Social Responsibility (CSR) in India CSR of Britannia
As per Section 135 of the Companies Act, 2013, Britannia Industries Ltd., meeting the
applicabilitythreshold, needs to spend at least 2 per cent of its average net profit for the immediately
preceding three financial years on corporate social responsibility (CSR) activities.
Ness N Wadia led Britannia, during the year 20219-20, has spent 2 per cent of the average net profit for the
last 3 years on CSR expenses.
CSR expense stood at Rs 28.43 Crores as a average net profit of the Company for last three financial years
stood at Rs. 1,421.71 Crores for the reviewed year, annual report said.
For the year 2019-20, the areas for CSR activities of the Britannia are eradication of hunger and
malnutrition, promoting education, art and culture, healthcare, destitute care and rehabilitation, environment
sustainability, disaster relief and rural development projects.
The funds were primarily allocated to a corpus and utilized through the year on these activities which are
specified in Schedule VII of the Companies Act, 2013.
The Company supports various bodies in carrying out activities in the areas of rural development, education,
health care, general semantics etc.
At Britannia, the CSR projects and programs are undertaken after identifying the communities that require
development. The Company also interacts with the stakeholders to ensure that its projects are being
implemented effectively, the report said.
This year, the Company contributed CSR amount to Sir Ness Wadia Foundation for carrying out various
activities/projects towards preventive health care measures including towards mitigating the impact of the
COVID-19 pandemic in India; and promoting health care, growth and development of children in India,
either directly or in association with the Bai Jerbai Wadia Hospital for Children (BJWHC), Nowrosjee
Wadia Maternity Hospital (NWMH) and Britannia Nutrition Foundation (BNF).
Balance 49 per cent stake of KBL is held by Kenya-based Kenafric Group, Britannia Industries informed.
Besides, it also acquired Catalyst Britania Brands Ltd, an investment company which owns 'Britania'
trademark in Kenya.
Organization
Organization Structure –
Geographical (domestic and global) foot print :
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 industries Ltd 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.
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 Industries Ltd. Corporate Office Phone Number : Britannia Industries Ltd. head
office address: 5/1A, Hungerford Street, Kolkata 700017, West Bengal.
glaxoSmith
con 10,732 45,136 4,094
Jubaliant
food 497 32,794 2,103
The corporation competes in the market based on an extensive distribution network, cost-effectiveness per
unit, production facilities close to markets, new goods, skilled personnel, and a wide range of products
Britannia Marie Gold, Britannia Nutrichoice, Britannia Little Hearts, Britannia Pure Magic, and more
famous brands are among them. The most well-known product is Britannia Tiger biscuits. Tiger cookies are
also sold in countries such as Australia, Malaysia, and Indonesia. Thanks to cooperative agreements with
dairy firms, Britannia can now make and sell butter, ghee, curd, and cheese. Its products are primarily aimed
towards India's middle class, which makes up most of the population.
Also, because the significant sector is price-sensitive middle-class individuals, Britannia is forced to
compete on price. Britannia strives to bundle its products, which lowers the cost of its products. This is
notably evident in their items made for family packs. Their price discrimination method allows businesses to
make more money from customers who are prepared to pay more for healthier products and perks.
Britannia's prices are comparable to those of its competitors, mainly Parle's, and they are practically
identical.
Britannia's Advertising Strategy :
Britannia employs various strategies in its promotional marketing mix, including television commercials,
print advertisements, and billboards. Britannia has negotiated deals with celebrities to market its brand.
However, the deals have varied depending on the product. The sports industry accounts for a more
significant portion of its promotional operations. Cricket bats with the Britannia emblem, which international
players approve, are an essential advertising tool. Britannia also markets its product as "vital for excellent
health," which appeals to consumers who are more concerned about the nutritional content of what they eat.
As Britannia’s partner on its digital journey, Accenture designed, developed and deployed a
technology system based on SAP S/4HANA®. The new system has increased the visibility and
accessibility of data across the organization and enabled deeper use of automation and analytics to
guide business decisions.
The enterprise-wide program is focused on modernizing Britannia’s business model by digitizing
essential services and processes, allowing the company to better respond to changing market trends.
For Britannia’s large network of suppliers, this project will help streamline procurement and supply
chain management, using SAP Ariba® solutions to expedite digital onboarding, contract
management and procurement processes.
As Britannia’s partner on its digital journey, Accenture designed, developed and deployed a technology
system based on SAP S/4HANA®. The new system has increased the visibility and accessibility of data
across the organization and enabled deeper use of automation and analytics to guide business decisions.
The enterprise-wide program is focused on modernizing Britannia’s business model by digitizing essential
services and processes, allowing the company to better respond to changing market trends. For Britannia’s
large network of suppliers, this project will help streamline procurement and supply chain management,
using SAP Ariba® solutions to expedite digital onboarding, contract management and procurement
processes.
Type of product:
Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and
Yoghurt.
What are the keywords for which they are ranking organically?
•annual turnover
• trusted
• valuable
• popular brand
Once the website was launched, our SEO team quickly got to work to showcase not
only how Britannia implement their creative car park solutions but importantly who
they have worked with previously. Having a case study module added to the website
was an important consideration at design stage, as too was the inclusion of a blog.
Both enable us to create content that’s useful for the visitor but also helps to give
Google an understanding of the website in order to rank it.
In just the first three months of the PPC campaign, we achieved an above-average
click-through-rate (CTR) of just over 6% and have seen the campaign generate good
quality leads that our client has been able to progress through to conversion. Monthly
management of the campaign ensures it is continually tweaked to ensure optimum
efficiency and performance, and an impressive quantity of new enquiries for the
Britannia team to follow up.
Financials
e. last 5 years for the Revenue
f. Profitability
g. Market Capitalization
h. Segmented Revenues
i. Auditors
j. Listing status on – BSE and NSE along with global listing on prominent
international stock exchanges
k. Current Share Price and Face Value (BSE and/or NSE – if any)
l. Shareholding Pattern
Supplementary information
Major awards and achievements
Best Employer through the Best Employers, 2020 India recognition in partnership with Kincentric.
Global Performance Excellence Award (GPEA) by Asia Pacific Quality Organization (APQO) at its
Chicago HQ. •Britannia was among 18 organizations from 8 Asian
Pacific Rim countries that were recognized for world class quality performance based on the
parameters modeled on the lines of the U.S.
18th APQO/International Conference on Quality in Colombo, Sri Lanka on October 2012.
Best In Class" award, an international recognition
CRISIL Rating
ICRA. ST [ICRA]A1+
ST CRISILA1+
(Reaffirmed)
Future plans
The plant to be set up across 30 acre, at an investment of Rs340 crore, will have an annual
production capacity of 1.25 lakh tonne.
The company will make more of its flagship brands including Marie Gold, 5050, Good Day,
Milk Bikis, Tiger Glucose and Rusk.
2) Conclusion
a. Key findings
Observations
From the above observation, we can suggest that the company can earn more profit (gross, net & operating)
by two ways- either the company has to cut on their expenses (operating & other expenses) or either they
have to increase their sales in comparison with the costs of manufacturing that product, in that case, product
diversification is a good option. Through this process, the company can increase their growth in gross profit
ratio & will be able to recover the fluctuation in operating profit. • In case of net worth & return on long term
funds, the company should maintain a stable uprising curve & so that the shareholders of the company can
get a suitable amount of dividend from the company. Through that, the company can also utilize the
shareholders’ investment & can generate more profit. If the company can minimize their cost of goods sold
& operating expenses, they can generate more marginal profit.
b. Learnings from the tasks carried out
Conclusions
Britannia has been successfully developing and generating trust among consumers by delivering a trust base
and quality products. The marketing strategy of Britannia is product-centric where the company has been
highlighting the taste and nutrition. Various brands like Parle G, ITC are giving neck-to-neck competition to
Britannia in terms of market share and new product development. Britannia’s marketing strategy has to
change with the current market trends to gain customer attention Now that we have an in-depth view of the
company’s profile, marketing strategy and marketing mix, it shows the different methods used to adapt to
promote and publicize their products across India and other countries. Based on the information researched,
we find that they focus on consumer needs to a very large extent. This is shown by the fact that, since
consumers are more health conscious nowadays, they have introduced NutriChoice Diabetic Biscuits. It is
also proven by their tagline, “Eat Healthy, Think Better”. In conclusion, we see that how a small sized
company has grown to be one of the largest biscuit selling brands across India and many other countries
world-wide.
3) References