MOB Presentation

TABLE OF CONTENTS

01. 02. 03. 04. 05

Introduction Strategy structure Technology Culture

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 BRITANNIA
Britannia Industries Limited, brand with many generations have grown up with

1892 1918 1939-45 1997 2007

Started as a tiny Incorporated as Renamed to BIL

operational unit in Britannia Biscuit Supplier of Biscuits to Corporate Identity: Eat Rated as No.1
Kolkata Company World war II Healthy Think Better Most trusted food brand

Britannia, today a main part in the Rs 12,400-crore bread rolls market, begun in 1892 as a little activity in an
unobtrusive house in Calcutta (presently Kolkata), with an underlying venture of Rs 295.

Total Products: 30
Product Portfolio includes Biscuits, Breads, Dairy Products, Cakes, Rusk, Cream wafers, and croissants, which
have been launched over the time with new additions every year.

Britannia partners with the United Nations World Food Programme, supplying biscuits worldwide, especially
during emergencies. Many are customised to fulfil specific nutrient requirements. 3
 STRATEGY
With the Covid-19 spread giving a boost to biscuits’
sales, Britannia had brought a little change in its
strategy and prioritised the production of such
products while shifting plans to scale up its croissants
and salted snacks offerings to the backseat. This has
led to a slowdown in the company’s plan to become a
total foods company.
The biggest change in its strategy was identifying
areas where the rebound would be faster. When
Britannia realised that it was rural areas, which were
not as badly affected by Covid as urban during the
first quarter, it started to go after rural and expanded
its reach. From 19,000 rural preferred dealers (RPDs)
till March, the number went up to 22,000 by June.
In an interview, its MD Varun Berry said that for the
first two months of lockdown, it has followed an
80:20 strategy by focussing 20 percent of the
products which give 80 per cent volumes.
The 80:20 formula gave Britannia an instant
advantage on four fronts: It streamlined productivity,
gave more flexibility in manufacturing capacities;
resulted in ensuring efficiencies in factories and
distance travelled by the products; and brought laser-
sharp focus in execution.
Also, with people mow more inclining towards online
medium, Britannia also started shifting its focus
towards online distribution after Covid-19 as a change
in its distribution strategy.
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ORGANIZATIONAL
STRUCTURE AT
BRITANNIA

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● The organizational structure at Britannia is that of Tall Organization, as
ORGANIZATIONAL
the hierarchy has many level relative to the size of the organization . STRUCTURE AT
● All the employees have separate reporting units or heads to report their BRITANNIA
concern and matters.
● All the departments have separate concerns and work-flow.
● Clarity and Managerial Control ; Close supervision of employees
● The CEO and other company heads can communicate with different
departments to know the insight of the organization
● One-on-One communication with managers and team leads of different
department are easier
● Better coordination between staff and authority of a particular
department
● In structures like these, training decisions are balanced. The managers
take control of what the staff has to be trained for. Upper authorities do
not have a say in it.
● Unity of action is seen among the workers, executive, leads and managers
● Benefit of Specialization

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 Technology
● Britannia have blurred its boundaries between Business and Technology
● Procurement, production, inventory management & supply chain
management and interacting with customers
● Digital media Facebook, YouTube, & Instagram to interact with the customers
● Promote the products, they do campaigns along with Celebrity influencers
● Covid have gave momentum for Britannia to change the strategy towards
technology, earlier distribution was disorganized but because of Covid, they
realigned the distribution channel
● Partnered with Dunzo for uninterrupted movement of its goods under
essentials segment
● To respond to the surge of demand and to improve the accessibility,
Britannia has launched Whatsapp chatbots to help customers
locate the nearby stores
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 Culture at
britannia
Inviting igniting
The work environment exudes warm
professionalism and accepts diverse
ideas and thoughts with
empowering employees as owners
Creating
They always prided in the quality of
work and exposure that one gets at
an early stage, Enriched learning that
they get on the job and scope to
move internally as potential is valued
and bet on.
Employees are always
encouraged to do more with
less and strive for excellence in
their jobs.
Respecting
It is also a socially responsible
organization with strong sustainability
agenda towards the community and
the environment and provides
platforms to the employees to add
purpose to their contribution.
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 Vision and Covid-19
mission effect
COLLABORATIO
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To dominate the market with fresh,
exciting , tasty and innovative products
of the highest quality. The vision of
being ‘Global Total Foods Company’
with the various expansion plans and
CONNECTIVITY
initiatives.

Environment,Health
And
To preventSafety
accidents company organised
training programs and installed monitors COMMUNICATION
at factories.
Risk assessment is done at machine level.
Central Medical Council set up for site
based medical check ups.

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 KEY TAKEAWAYS
● Companies which adapt fast to the changes will win the crisis. Britannia has
done the same by internalizing as an organisation.
● A proper channel is maintained to communicate with the workmen and
leadership team by MD, Mr. Varun Berry.
● Proper social distancing measures and Covid protocol was maintained to
deal with the challenges in production.
● Crisis helped the company to move into automation than expected as the
production was boosted through more automation and robotics than by
manual method.
● Sustainment measures were also given high importance and it is formulated
as a policy by the board.

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 Conclusion
● Britannia has turned the COVID-19 crisis into an opportunity.
● The consumption pattern of public varies year by year but a pandemic like
this helps the company to review things for the long term.
● Britannia has seen a very solid volume growth in last two months even
though consumer behaviour is unprecedented.
● People treated Britannia as the most trusted brand for its quality is one of
the reason for increased revenues during this period.
● The important aspects of solving backend issues, operating problems were
solved during the period.
● Due to all the efforts put by each and every department now Britannia is
operating at more than 100% capacity.

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 RESOURCES
1.www.Britannia.com

2.
https://www.businessinsider.in/business/corporates/news/britannia-industries-first-quarter-earnings-p
review-and-share-price-chart/articleshow/76996918.cms

3.
https://economictimes.indiatimes.com/markets/expert-view/britannia-is-turning-covid-19-crisis-into-an
-opportunity-varun-berry/articleshow/76176961.cms?from=mdr

4.
https://www.moneycontrol.com/news/business/this-is-britannias-secret-for-growth-during-the-lockdow
n-5804011.html

5.
https://www.bloombergquint.com/business/sales-of-good-day-marie-gold-aided-britannia-during-q1-a
mid-covid-19-says-varun-berry
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