A study on

Accenture Corporation Ltd

A mini Project Report Submitted to
Jawaharlal Nehru Technological University, Kakinada in partial fulfillment
of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by
PAVAN KUMAR
(Regd. No: 14K61E0032)
Under the guidance of
Mr.CH.Venkateswarlu
Associate Professor

DEPARTMENT OF MANAGEMENT STUDIES

SASI INSTITUTE OF TECHNOLOGY & ENGINEERING
(Approved by AICTE, New Delhi and Affiliated to JNTU, Kakinada & SBTET, Hyderabad)
Accredited by NBA and NAAC with A Grade
TADEPALLIGUDEM 534101 W.G Dist.
2015-16

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE
This is to certify that the mini project work entitled, A study on Accenture
Corporation Ltd submitted by PAVAN KUMAR, Regd no. 14K61E0032,
examined and adjudged sufficient as partial fulfillment for the award of the
Master of Business Administration, by Jawaharlal Nehru Technological
University, Kakinada from SASI INSTITUTE OF TECHNOLOGY&
ENGINEERING Tadepalligudem.

INTERNAL GUIDE

HEAD OF THE DEPARTMENT

DECLARATION

I hereby declare that the mini project entitled Accenture Corporation Ltd is
an original and independent work done by me and has been submitted to the
Department of Management Studies, SASI INSTITUTE OF TECHNOLOGY
& ENGINEERING affiliated to Jawaharlal Nehru Technological University,
Kakinada in partial fulfillment for the award of degree of MASTER OF
BUSINESS ADMINISTRATION.
I also declare that this project is the result of my own effort and is not
submitted to any other University for the award of any Degree or Diploma.

Place:

PAVAN KUMAR

Date:

REGD NO. 14K61E0032

ACKNOWLEDGMENT

Its my duty to acknowledge the Divine presence working within me and is the
source of existence of the entire world.
As a part of the curriculum at SASI INSTITUTE OF TECHNOLOGY &
ENGINEERING affiliated to JNTU, Kakinada the project enables us to enhance our skills,
expand our knowledge by applying various theories, concepts and laws to real life scenario
which would further prepare us to face the extremely Competitive Corporate World in the
near future.
I avail this opportunity to express my heartfelt gratitude to the SASI GROUP OF
INSTITUTIONS, especially SASI INSTITUTE OF TECHNOLGY AND ENGEERING for
its existence in the process of building nation. I do sincerely thank our Principal
Dr.K.Bhanu Prasad and Vice-Chairman Mr.B.Ravi Kumar of this esteemed institution,
for providing me this opportunity to develop my knowledge in this area.
I feel happy and contented in thanking Mr.P.Rama Krishna, Head of the department of
Management Studies for his guidance, timely help and support for the successful completion
of this project.
I owe my deep sense of gratitude to Mr. CH. Venkateswarlu for his whole hearted
support and guidance and timely help.
I also thank all the faculty members of the department of Management Studies for
their support and guidance in completing this project.
I do thank my friends for their words of encouragement and support in the successful
completion of this project.

PAVAN KUMAR

CONTENTS
S. No

Particulars

Introduction to Company

Need for the Study

Scope of the Study

Objective of the Study

Limitations of the Study

Methodology of the Study

Industry Profile

Company Profile

Findings

10

Suggestions

11

References

12

Conclusion

Page No

INTRODUCTION
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco
Company of India Limited. As the Company's ownership progressively Indianised,
the name of the Company was changed from Imperial Tobacco Company of India
Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in
1974. In recognition of the Company's multi-business portfolio encompassing a wide
range of businesses - Cigarettes & Tobacco, Hotels, Information Technology,
Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle
Retailing, Education & Stationery and Personal Care - the full stops in the
Company's name were removed effective September 18, 2001. The Company now
stands rechristened 'ITC Limited'
As one of India's most valuable and respected corporations, ITC is widely perceived
to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of
inspiration "a commitment beyond the market". In his own words: "ITC believes that
its aspiration to create enduring value for the nation provides the motive force to
sustain growing shareholder value. ITC practices this philosophy by not only driving
each of its businesses towards international competitiveness but by also consciously
contributing to enhancing the competitiveness of the larger value chain of which it is
a part."
ITC's diversified status originates from its corporate strategy aimed at creating
multiple drivers of growth anchored on its time-tested core competencies:
unmatched distribution reach, superior brand-building capabilities, effective supply
chain management and acknowledged service skills in hoteliering. Over time, the
strategic forays into new businesses are expected to garner a significant share of
these emerging high-growth markets in India.

Need For Study:

In those days, rural market is one of the best opportunities in FMCG sector inIndian
market. It is wider and less competitive market for FMCG. As the incomelevel of rural
consumers increasing, the demand of FMCG products is increasingcontinuously.The various
needs of study are follows:

To determine the rising demand of Soaps and Shampoos in rural India

Know about the different choices of rural consumers

Rural consumers usage habits are deferent to urban

Rural consumers buying behavior

SCOPE OF THE STUDY:

To achieve the above objectives I have not restricted my study to just ITC classmate. In order
to study about the stationary business in india, and to understand the scope that ITC
classmate has in this business. I habe extended my project to do a detailed study of stationery
market of the competitors of ITC classmate. Through a comparative study between the

competitors and ITC classmate. I could arrive to a conclusion of the scope of ITC classmate
in india in institution.
OBJECTIVES OF THE STUDY:Limitations Of Study: Reliability is not guaranteed.
Secondary data can be general and vegue and maynot really help companies
with decision making.
The data may be old and out of data.
The company publishing the data may not be reputable.

RESEARCH METHODOLOGY
Research means a careful investigation or inquiry especially through search for new facts in
any branch of knowledge. Thus it is an original contribution to the existing stock of
knowledge making for its advancement and research methodology is a way to
systematically solve the research problem. An appropriate methodology is an essence of any
research work. The success of any project depends upon the method chosen. The project is
about the inventory management.
NEED OF THE STUDY : To manage the inventory level of J. B. Mangharam Food Pvt. Ltd.
to ascertain its financial performance. Here the problem is to ascertain the financial
performance with minimal expenditure of efforts, Time and Money in terms of long
profitability, efficiency of operations, cost utilization, stability of incomes, growth.
OBJECTIVE OF THE STUDY :
In this project the objective of the study is inventory management in J. B. Mangharam
Identification of the areas or details, which have no more relevance in the
report. Identification of the key area on which company performance is dependent. Include
all detail which reflects the position of company in current situation. To make someone
criteria to fight with the competition.
RESEARCH DESIGN:

Research design facilitates the smoothness of various research operations there by making
research as efficient as possible, yielding maximal information with minimal expenditure of
efforts, time and money. Data has been collected through observation

Date of Establishment
Revenue
Market Cap
Corporate Address

21-03 1918
1165.89 ( USD in Millions )
322423.005231 ( Rs. in Millions )
5/1 A,Hungerford Street,Kolkata-700017, West Bengal

Management Details

www.britannia.co.in
Chairperson MD -

Nusli
Varun

Wadia
Berry

Directors - Ranjana Kumar, Vijay L Kelkar, Ness N

Wadia, Nasser Munjee, Ajai Puri, Keki Dadiseth, Jeh N
Wadia, Nimesh N Kampani, S S Kelkar, Avijit Deb, AK
Business Operation
Background

Hirjee
Consumer Food
Britannia, one of the Indias biggest brands of the
country, has a market share of 33%. A more-than-acentury old Britannia has launched big brands in FMCG
Segment.The company is expanding its customer base
by launching new products and renovating existing

Financials

ones. Britannia s bran

Total Income - Rs. 72635.2 Million ( year ending
Mar 2015)
Net Profit - Rs. 6224.1 Million ( year ending

Company Secretary
Bankers

Mar 2015)
Rajesh Arora
HDFC Bank, ICICI Bank, Indian Bank, State Bank of
India, Standard Chartered Bank, Bank of America,
HSBC Bank, Citi Bank, The Royal Bank of Scotland

Auditors

N.V., Bank of Tokyo Mitsubishi

BSR & Co LLP

HISTORY
ITC was formed on 24 August 1910 under the name of Imperial Tobacco Company of
India Limited,[2] and the company went public on 27 October 1954.[1] The earlier decades

of the company's activities centered mainly around tobacco products. In the 1970s, it
diversified into non-tobacco businesses.[1]
In 1975, the company acquired a hotel in Chennai, which was renamed the 'ITCWelcomgroup Hotel Chola' (now renamed to MyFortune, Chennai). [2]
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepali and British joint
venture, with the shares divided between ITC, British American Tobacco and various
independent domestic shareholders in Nepal. In 2002, Surya Tobacco became a
subsidiary of ITC and its name was changed to Surya Nepal Private Limited. [13]
In 2000, ITC launched the Expressions range of greeting cards,[14][15] the Wills
Sport range of casual wear,[16] and a wholly owned information technology subsidiary,
ITC Infotech India Limited.[17]
In 2001, ITC introduced the Kitchens of India brand of ready-to-eat gourmet Indian
recipes.[18]
In 2002, ITC entered the confectionery and staples segments[19][20][21] and acquired
the Bhadrachalam Paperboards Division[22] and the safety matches company WIMCO
Limited.[23]
ITC entered the incense sticks or agarbattis business in 2003, selling its products under
the Mangaldeep brand.
ITC diversified into body care products in 2005. [24][25]
In 2010, ITC launched its handrolled cigar - Armenteros - in the Indian market.[26]
The company began online sales in 2014.[27]
ITC is today the only company in world to be carbon positive, water positive, and solid
waste recycling positive. Almost 40% of the energy consumed in the ITC is from
renewable sources.[citation needed]
ITC owned "Chambal Agritech LTD" an Australian "Technico PTY" subsidiary in May,
2008, diversifying its business portal & to develop synergy between Seed Potato
Production and Chip stock supply. later the name changed to "Technico Agri Sciences
Ltd" wholly owned subsidiary of ITC Ltd.

MILESTONES
1892
Established in Kolkata with an investment of just Rs. 295.
1918
The Company was incorporated on 21st March, as a Public Limited Company under the
Indian Companies Act, VII of 1913. The company manufactured bakery and soyabean
products and exported cashew kernels and sea food products.
1921
The Company obtained a priority of Certificate and imported new machinery thereby
becoming the first biscuit company in India to install and run a gas oven plant.
1924
A new factory was established at Kasara Pier Road in Mumbai. In the same year, the
Company became a subsidiary of Peek,Frean&Co.Ltd., U.K.,a leading biscuit manufacturing
company, and further strengthened its position by expanding the factories at Calcutta
1939-45
A large part of the Company's production was diverted to war effort on account of World War
II and at times as much as 95% of the total capacity was booked for the production of Service
Biscuit.
1952
The Calcutta Factory was shifted from Dum Dum to spacious grounds at Taratola Road in the
suburbs of Calcutta. During the same year automatic plants were installed there and later in
Mumbai in 1954.

1954
The development of high quality sliced and wrapped bread in India was pioneered by the
Company and was first manufactured at Delhi.
1955
Britannia launches the delicious Bourbon biscuit in India.
1963
Britannia Cakes hit the markets.
1975
Britannia takes over biscuit distribution from Parry's
1976
Britannia Bread is introduced in Calcutta and Chennai
1978
The Indian share holding in the company crosses 60%
1979
With effect from 3rd October, the name of the Company was changed from the Britannia
Biscuit Co., Ltd., to Britannia Industries Ltd.
1980
The Company signed a 10 year technical collaboration agreement with Nebico Pvt. Ltd.,
Nepal, for the supply of know-how relating to manufacturing, packaging and marketing of
biscuits and selection of plant and machinery.
1983
Sales cross Rs. 100 crores.

1986
The turnover increased by 19.4% over the the previous year to Rs 192.15 crores. Good Day, a
new biscuit launched during the year met with good response.
1987
In (16 months), the total sales turnover increased on an annualised basis by 38.7% over the
previous year. Increase in sales of bakery and soya products divisions and higher cashew
exports helped to realise higher sales. With the introduction of some more brands during the
year, the total biscuit brands of the bakery division reached 27. The soya products division
introduced a range of extruded products under the brand name VITAL FEAST.
1989
The Company launched new brand of biscuit,namely, CIRCUT'. Another brand PURE
MAGIC was extended nationally and pista badam was added to GOOD DAY range of
biscuits. The Executive Office of the company moves to Bangalore.
1990
Two new brands of biscuits, Elaichi Cream and Petit Beurre are launched. A new Cashew
Badam variant of the brand Milk Bikis and Pure Magic biscuit vanilla flavour is launched.
1992
Britannia celebrates it Platinum Jubilee!
1993
The Wadia Group acquires a claim in the company and becomes an equal partner with Group
Danone. Britannia also launches Little Hearts and 50-50 biscuits.
1994
Annual volume produced crosses 1 lakh tonne of biscuits. This year Britannia launches
Baker's Choice and Thinlite - aimed at the health conscious consumer.

1995
Britannia identifies a new mission - to make every 3rd Indian a Britannia consumer. It also
changes its Corporate identity to "Eat Healthy, Think Better"
1996
Britannia Marie Gold and Milk Bikis Milk Cream perform exceptionally well in the market
and the company's profits improve despite the slow down in the economy.
1997
Britannia launches its Dairy products. Britannia also launches Tiger biscuits, Chekkers and
Jim Jams.
1998
The company launches Half/Half, a soft cake filled with cream in two variants, chocolatevanilla and vanilla-orange.
1999
Britannia launches its brand of flavoured milk and the famous Britannia Encyclopaedias.
2000
Britinnia Industries launches the hugely successful campaign `Britannia Khao, Cricketer Ban
Jao'. It also launches the product Vita Mariegold in this year. Britannia also launches
Milkman Lassi and Mlikman Cold Coffee.Britannia was voted in Top 300 small companies
by Forbes Global.
2001
Britannia Industries launches Britannia Milkman Milk in Delhi. Britannia is acknowledged as
No.1 food brand of India by Economic Times Brand Equity survey.

2002
Britannia Industries Ltd announced on March 26, 2002 that it has entered into a joint venture
with the Fonterra Cooperative Group, New Zealand's biggest company and one of the leading
diary co-operative groups in the world. Britannia's new COO is Nikhil Sen.
2004
Britannia was accorded the status of being a 'Superbrand'. Volumes crosses 3, 00,000 tonnes
of biscuits. Good Day adds Choconut to its range.
2005
Relaunches the brand Tiger, with the highly successful slogan - 'Swasth Khao, Tiger Ban Jao'
and also launches 50-50 Pepper Chakkar.
2007
Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70
percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and 65.4%
in the Oman-based Al Sallan Food Industries Co. SAOG. Britannia launches NutriChoice the first of its kind of biscuits in India - with no added sugar.
2009
Britannia takes full control of Daily Bread. Britannia New Zealand Food (BNZF) became a
BIL subsidiary after BIL bought out New Zealand's Fonterra from the existing joint venture.
BNZF was renamed Britannia Dairy Pvt. Ltd. (BDPL). Britannia became the first Bakery
brand in India to remove trans-fats from 99.9% of its products. Wadia Group became the
largest shareholder in BIL after acquiring stake holdings from Group Danone.
2010
Britannia Industries Ltd has appointed Dr. Vijay L. Kelkar as an additional Director on the
Board of the Company with effect from May 28, 2010
2011

Britannia received the Most Respected Company Award 2011 from Businessworld.Bourbon
received the Most Popular Confectionery Product Preferred By Youth (Biscuit) Award.
2012
Britannia was awarded the Global Performance Excellence Award (GPEA) by Asia Pacific
Quality Organization (APQO).

Company Profile
The story of one of India's favorite brands reads almost like a fairy tale. Once upon a time, in
1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. The company well known as Britannia today.
The beginnings might have been humble-the dreams were anything but. By 1910, with the
advent of electricity, Britannia mechanized its operations, and in 1921, it became the first
company east of the Suez Canal to use imported gas ovens. Britannia's business was
flourishing. But, more importantly, Britannia was acquiring a reputation for quality and
value. As a result, during the tragic World War II, the Government reposed its trust in
Britannia by contracting it to supply large quantities of "service biscuits" to the armed
forces.
As time moved on, the biscuit market continued to grow and Britannia grew along with it. In
1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who
till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian
shareholding crossed 60%, firmly establishing the Indian ness of the firm. The following
year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four
years later in 1983, it crossed the Rs.100crore revenue mark.
On the operations front, the company was making equally dynamic strides. In 1992, it
celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999,
the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumer shad
with 'Brand Britannia'.
Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent
food brand of the country. It was equally recognized for its innovative approach to products
and marketing: the Lagan Match was voted India's most successful promotional activity of
the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most
successful product launch. In 2002, Britannia's New Business Division formed a joint

venture with Fonterra, the world's second largest Dairy Company, and Britannia New
Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes
Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The
Economic Time pegged Britannia India's 2nd Most Trusted Brand.
Today, more than a century after those tentative first steps, Britannia's fairy tale is not only
going strong but blazing new standards, and that miniscule initial investment has grown by
leaps and bounds to crores of rupees in wealth for Britannia's shareholders.
The company's offerings are spread across the spectrum with products ranging from the
healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese.
Having succeeded in garnering the trust of almost one-third of India's one billion populations
and a strong management at the helm means Britannia will continue to dream big on its path
of innovation and quality. And millions of consumers will savor the results, happily ever
after.

Parent Group:
Britannias controlling stake is jointly with Groupe Danone and Nulsi Wadia group. Group
Danone is one of the leading players in the world in bakery products business and acquired
interest in Britannia industries in 1989 and acquired controlling stake in 1993. Nulsi Wadia
group is one of the leading industrial houses in the country with interests mainly in textiles
and petro chemicals.

Plant Location:
All the Britannia factories are located at strategic location. So as to ensure a constant output
and easy distribution. A large part of products are outsourced from third party producers
mainly. Dairy products including flavored milk are sourced from Dynamix diary located in
Maharashtra, Mumbai,Delhi, And Calcutta and Chennai.

Earning Sensitive Factors:

BIL is the market leader in the biscuit and bakery products segment in the organized market.
Biscuit contribute to more than 80% of Britannias total turnover. Other products include
bread and cakes.
Its brand Tiger has out-stripped all its competitors in the lower end of the market. The
strategy is to grow its share in the lower and through broad basing Tiger and in the higher
end through aggressive relaunches and introducing low units packs. Britannia enjoys a
prominent position in the industry. Over the last couple of years, it has trimmed down its
wide product portfolio and began to focus on value-added instead of low margin products.
It has made an entry into the ethnic food segment with branded salted snacks. The company
has introduced so for six to seven products in this segment in outskirts of Delhi, Calcutta and
Chennai.

Largest Organized Player:

Today it is undoubtedly the largest player in the organized sector. With its strong holds in the
biscuit and bakery products segment and dairy business segment. Biscuits contribute to more
than 80% of Britannias turnover. Other products include bread and cakes. The company has
also established a significant presence in the dairy business in the last couple of years.
BIL has consolidated its positioned in the dairy business as well as strengthened its
leadership in the core bakery business.
Margins have been improving despite the fast pace of new product launching. As sales
stabilize, operating margin will witness a further improvement rationalization of
manufacturing operations and greater contribution of higher margin dairy products has also
yielded margin gains. Breads volumes are recorded downtrend over few years. The
company has decided to strengthen its bread business in the southern states and the cake
business recorded a volume growth over the years.
In the extremely price conscious biscuit market, consumption of premium biscuits is being
induced by introducing smaller pack sizes and lowering price points. Competition weak with
Britannias biggest competitor Parle, Unable to make a mark anywhere apart from Glucose.
Bake mans with 8% market share is in trouble and could also prove to be soft target in the
future. Others like Priya Gold though strong remain regional players.
After a thrown over haul of the operational structure a revamp of its product portfolio and am
ambitious foray into new areas. Such as diary products and snack foods, the company has
managed to turn in robust financial performance over past years. The stock market has also
taken notice in re-rating the stock, pushing up its price earnings. The stock now ranks among
the preferred investment options within the universe of FMCG companies.

Competitive Position:
Britannia has maintained market leadership with a 40% volume of share and 48% value
market share in the organized sector.
FMCG major HLL is expected to venture in the segment. Britannia has been aggressive in
new launches and marketing during the last 2 years anticipating the competition.
The Industry is dominated by a large number of players in the unorganized sector, which
accounts for over 80% of the market. Britannia industries and modern foods owned by HLL
are the only two players with a national presence in packet slice bread segment. There are
several other regional players like Parle, ITC who have significant market shares in their
respective areas.

Research and Development:

Britannia industries R & D team is involved in developing existing ones and improving
production facilities packaging systems and process. It continued in its efforts to improve
and upgrade their production facilities. In this respect, the 12th biscuit training programme
was held in Delhi in Collaboration with federation of biscuit manufactures
of India and U.S. wheat associates.

Quality Initiatives:
Quality of Britannia products remains one of there main areas of focus. This mindset is
further strengthened through a quality assurance system complying with ISO 9002 in there
factories.

Code of Conduct:
The reputation that Britannia has built over the years for high ethical standards is one of our
greatest business assets. To share the responsibility to preserve and enhance this asset, the
company has documented the Code of Business Conduct [COBC] for its employees. This
handbook covers the Code in detail.
The COBC outlines the principles, policies and laws that govern the activities of the
company, and to which employees of Britannia and others who work with, or represent
Britannia directly or indirectly, must adhere. The Code is distributed to all employees and
directors and others associated with the business of the Company, and offers guidance for
professional conduct under six main headings, which include the following key points:
1. Responsibilities of Employees of Britannia
Maintaining ethical standards, including appropriate accounting controls;
Identify, surface and resolve ethical issues with great speed;
Corporate assets (physical and intellectual) must not be used for personal benefit;
Exercise good judgment and standards of good taste when creating company records,
including e-mail;
Maintain company records accurately and retain them in accordance with law.
2. Workplace Responsibilities
Being committed to fair employment practices;
Being committed to a workplace free from drugs and any kind of harassment or
intimidation of employees;
Being committed to the safety of our employees;
Being committed to discipline at workplace;
Compliance with appropriate laws and internal regulations
3. Representing Britannia to Customers and Other External Constituencies
Treating customers, suppliers and competitors fairly;
Maintaining high standards of quality;
Speeches, media interviews, and other public appearances in connection with Britannia
must first be approved internally;
Preparing accounts accurately and maintaining records;
Ensuring not to use unfair and misleading statements when marketing Britannia products
and services;
Accepting and giving gifts is not permitted, except as governed by the policy laid down
herein.

4. Privacy / Confidentiality
Protect proprietary and confidential information at all times in accordance with applicable
law;
Keep customer information secure at all times, as a sacred trust given to the company by
our customers;
Keep employees' information confidential.
5. Investments and Outside Activities
Trading in the securities of Britannia or any other company while in possession of "inside"
information is illegal;
Avoiding real or perceived conflicts of interest in areas including investments or outside
business activities, among others.
6. Corporate Social Responsibility
Catering to the national interest
Committed to be a good corporate citizen
The company prohibits any payment of bribes.

Financial Growth:
Britannia Industries Ltd. (BIL), one of Indias leading food Companies, reported sales of Rs.
6,588 MM for the quarter ended 30th September 2007, reflecting 20% growth over the
corresponding quarter last year. Net Profit for the quarter at Rs. 485 MM was more than
double for the corresponding quarter last year of Rs 212 MM.

BOARD OF DIRECTORS
EXECUTIVE LEADERSHIP
MANAGEMENT COMMITTEE

NUSLI N WADIA
Chairman

VARUN BERRY
Managing Director

A.K. HIRJEE
Promoter Non-Executive Director

AVIJIT DEB
Non Executive Independent Director

S S KELKAR
Non Executive Independent Director

NIMESH N KAMPANI
Non Executive Independent Director

JEH N WADIA
Promoter Non Executive Director

KEKI DADISETH
Non Executive Independent Director

DR. AJAI PURI

Non Executive Independent Director

NASSER MUNJEE
Non Executive Independent Director

NESS N WADIA
Director

DR. VIJAY L KELKAR

Non Executive Independent Director

MRS. RANJANA KUMAR

Non Executive Independent Director
Industry Profile
The 3mn ton bakery products industry can be categorized as follows:

Bread

Biscuits

Cake

Only 40% of the bakery industry is in the organized sector, while the balance 60% constitutes
unorganized / small-scale local manufacturers. There are over 2mn manufacturing units in the
unorganized segment.
Unorganized sector manufactures several types of bread and organized sector primarily
manufactures western type of breath biscuits have been a popular snake for a long time and
there is a large variety available even today. By contrast, cakes are not popular in India and a
limited range is available in the local market.
Segmentation:
Biscuits can be segmented broadly in to popular and special segments. Popular biscuits can
further be segmented as glucose, milk biscuits, Marie, arrowroot. Glucose biscuits are the
largest selling biscuits accounting for about 35% of the total biscuit market specialty biscuits
can be segmented as cream, wafer cream, salt cracker. Cookies, assorted/others.

Industry structure:
In 1977-78, the government reserved the bread and biscuit manufacturing for small scale and
restricted entry of large producers. During the last two decades, small and unorganized
players shared the growth in the industry. Currently there are an estimated two million
bakeries across the other products. Abid Hussain committee recommended dereservation of
the sector, as the unorganized sector has not been able to maintain quality and hygiene
standards, for want of capital and technology. The government in the 1996-97 budgets
implemented the recommendation and the sector was de-reserved. The major problem this
industry has been facing is the availability of cheap and quality raw material, wheat flour,
supply of wheat flour is canalized through a government body state-trading corporation.
Market size and growth
As per the estimate made by the ministry of food processing industries(1998), the total
market of bread and biscuit is estimated at 1.5mn ton and 1.1mn ton respectively. The cake
market is estimated at 0.4mn ton. The organized segment of the biscuit market is estimated to
be 0.44mn tons whereas the unorganized sector accounts for the balance 0.66mn tons. Over
80% of bread is manufactured by the unorganized sector. In terms of value, bread market is
estimated at Rs 16bn (MRP Rs 21bn) whereas biscuit market is valued at Rs40bn (MRP
Rs60bn).
The biscuit market in the recent years has witnessed a little higher growth at around 8-10%
pa. with in the biscuit category, cream and specialty biscuits are growing at faster pace at
20% pa, while the popular segment is growing at 6-7% pa. The glucose segment recorded
higher growth in 1998, driven by strong growth in Britannias tiger brand.
Major players and market shares:
In the overall biscuit market, Britannia and Parle are two major players with 15% and 10%
market shares respectively. In the organized biscuit market, Britannia has close to 40%
market share while parle has around 30% share. Brakemans has a market share of 10%
mainly with a larger share of the cream biscuit segment. SmithKline consumer has close to

8% market share with its horlicks and boost brands. Other players like nutrient (now acquired
by Sara lee), kwality etc have about 3-4% market shares each. Kwality biscuits pvt ltd,
a Gulbarga based company has been expanding its presence to the county.
The glucose segment accounts for 35 percent of the overall biscuit market. Parles Parle-g is
the leader in the glucose segment, wherein it has an estimated 55% market share. Britannia
relaunched its glucose-d and circus brands of glucose biscuits under the tiger brand. With
attractive packaging, low pricing, and heavy advertising, Britannia has achieved tremendous
success with tiger brand. The brand has an estimated annual sale of close to Rs1.5bn and has
garnered 20-25% market share in the glucose biscuit segment. Britannia hopes to make tiger
the number one brand in the glucose segment by 2001. Rural market accounts for majority of
tiger sales.
Salty biscuits ( parles Monaco and Britannias snax ) and sweet-salty biscuits (parles
krackjack and Britannias 50-50) are the other two most popular segments in the biscuit
market. Other parle brand in the popular segment is super milk. However, parle has been
unable to establish its presence in the premium segment. It has recently launched hide and
seek, chocolate chips biscuits, which will compete with Britannias bourbon. Britannias
other main brands are Marie, nice, milkbikies, Tiger, pure magic, little hearts.
Other small scale producers are ampro food products, lucky biscuit company, champion
biscuits, crown bakery, dalmia biscuit pvt ltd, dey bakery, Indian food pvt ltd, JB mangharam
& co, etc. doctor biscuits pvt ltd, a kerala based company has created a niche segment of
herbal biscuits containing herbs with medicinal properties which are beneficial for the body.
After setting up a base in the south, the company is currently expanding its market to
cover Maharashtra. Utter Pradesh Bihar and Orissa. Doctor biscuits pvt ltd has a network of
425 distributors and 75 stockiest and has an annual turnover of Rs 360m.
Entry of global players:

In the past, several major MNCs like Cadbury, Brooke bond and nestle tried to enter into the
biscuit segment but were not successful. These players found it difficult to compete with the
unorganized players in the lower/popular segment of the market. In the upper end of the
market, market size is small and there are established players with strong brand equities and a
well-entrenched distribution network. Ultimately, they pulled out of the product category.
With the decontrol of the sector, several large global players have entered the category and
more players are expected to set up shop in the county over the next few years.
The leading global players who have entered the biscuit segment are:
Nestle:
Nestle is the largest producer of the biscuits in the world. In India some international
of Israel had set up a joint venture with dabur for the manufacture of bakery products. The
joint venture, named excelsia foods, currently markets the creamwich brand of cookies with
the global acquisition of the some group, nestle acquired 40% stake in excelsia foods.
Nestle has increased its stake in execelsia to 60% by acquiring an additional 20% equity from
dabur a new biscuit brand kidz animal shaped biscuits in chocolate and plain flavors, has
been launched. Targeted at children, the biscuits are positioned on the fun-platform and are
packed in pouches.
United Biscuits:
United biscuits, the $3.25 billion britished-owned multinational food company, and the
second largest biscuit manufacturer in the world, is launching its popular mcvities digestive
brand in india. It will also launch other brands like hob-nobs, bn pocket and ginger
snaps.Mcvities digestive is the largest selling brand in the UK the biscuits will be directly
imported by the company and will be available in nearly 12000 retail shops in these major
cities. The biscuits will be priced at a significant premium as import duty is high at 60%. UB
has a market share of 19 percent in the European biscuit market. It also has significant
operations in other countries such as China, Malaysia, Japan, Singapore, Russia and US.
Kelloggs

Kelloggs has also entered the segment with the launch of its digestive breakfast cereal
biscuits.
Sara lee:
Sara lee, another leading global player has acquired the biscuit business of nutrient, a south
based confectionery firm.
The market leader, Britannia has also in recent years revamped its corporate image and
marketing strategy and introduced a number of new biscuit brands to cater to various
segments (including the premium, snack and mass markets).
Britannia:
Britannia has been expanding its distribution reach and plans to double its network in the
rural markets. Retail reach is expected to increase from the current 0.4mn outlets to 0.8mn
retail outlets in the next two years. Its new logo incorporates the slogan Eat Healthy, Think
Better, positioning the companys products as a source for healthy food. This is an important
strategy for promoting consumption of snack foods, which many families do not associate
with nutrition platform, have been launched recently.
Over the long-term, the relative share of unorganized sector is expected to decline gradually.
Existing players with strong brands and established distribution networks will continue to
expand their market. New players will have the daunting task of setting up a distribution
network besides adapting their products to meet the taste preferences of local consumers. The
new entrants are likely to enter into distribution arrangements with established domestic food
companies.
Product Profile:
TIGER:
Britannia Tiger was launched in 1986 in two delectable avatars - Tiger Cashew and Butter.
Over the years, new variants were introduced - Tiger Pista Badam in 1989, Tiger Choc chips
in 2000 and Tiger Choconut in 2004.

This rich biscuit enjoys a fan following of consumers across all ages, loyal to the brand
promise of a great taste evident from the visibly abundant ingredients. Tiger is amongst the
fastest growing brands in Britannia's portfolio and is today the market leader with almost 2/3
share of the market. The brand is synonymous with everyday treats that infuse happiness into
people's daily lives.
Staying true to the spirit of Good Food for Good Times, the latest innovation in Tigers
portfolios, Tigers Jumbo. Tiger Jumbo is 'extra big' with 'extra goodness' oozing out of it.
Tiger Jumbo allows you to relish the magic of 4 dry fruits in a single cookie.
About The Product
Product Name

Tiger

Size

100gm

Price

11(cashew)

Ingredients

: wheat flour, sugar, edible vegetable oils, butter, cashew-bits,

milk,

& milk Products, leavening agents, salt, permitted emulsifiers, dough

Nutritional information per 100gm of product
Carbohydrates :

62gms

Proteins

8gms

Fat

: 25gms

Energy

: 505k cal

Details of Britannia Industries Ltd., With Regard To Four Ps of Marketing Mix.

The Britannia industries limited, market their products i.e. full Britannia products under
different brand names. All the products manufactured in the company will have the brand
name printed because of the popularity of Britannia Company, it is easy for the dealers to
market the products without much difficulty. It is also advantages on part of the consumers to
purchase. Britannia
The companys brand name is very popular because the name has got the monopoly over the
marketing of bakery and dairy products manufactured by the company.

Packaging policy of the Britannia industry limited:Packaging is most important aspect for the company because of its products is durable.
Therefore company gives much importance for packaging. Thus the packaging policy
adopted by the company for bakery and dairy products is very good. Attractive package
policy helps the company to boost up its sales.
Thus to product mix of the company comprises of various lines branding, packaging policy
and many others
Pricing policy of Britannia industry limited:Price is very important element in marketing mix as realized by Britannia industries limited.
Therefore the management of the company keeping in view of the following objectives
carefully forms the pricing decisions or policies
1)

To maximize there profit

2)

To acquire good market positions

3)

To face their competitions

4)

To keep their price stable

The price of the various products of industries limited all done after a careful and through
investigations of the cost of goods, the market position, the competitions, the rise in price etc
Promotion mix of Britannia industry limited:The products of the company are advertised through television, radio, journals and
newspapers for improving its sales. Season wise they will give offers along with free gift.
Along with new product an existing product will be given at free of cost for the existing
product.
Distribution mix of Britannia industries limited:
The company recognizes distributors as an internal part of its management function. The
management feels that it faces a number of initiate problems and dilensucas where
distribution is concerned the goods have to be distributed at maximum possible cost. Yet a

reasonable satisfactory level of service has to be maintained. Distribution level networks

have to reach for and wide and close controls on distribution activities have to be constantly
excised. The carriage and forwarding (c&f) agent will do all the distribution of products on
receiving the order through the estimate form, from the distributor. The distribution will be
done on behalf of the company up to the door of the distributor.
TIGER

Tiger orange cream

Tiger

Tiger rose milk cream

Tiger coconut

Tiger elaichi cream

TIGER

Butter

Cashew

Pista Badam

Chocolate Chip

Choco nut
MILK BIKIS

Cream

Delite

Fun land
50-50

50-50

50-50 Maska Chaska

50-50 pepper Chakar

MARIE GOLD

Vita Marie Gold

Marie Gold Doubles

Nutrie Choic

Nutri choice Digestive

Good Morning

Isobogol

Junior
CREAM TREAT

Burbon

Elachi

Jim-Jam

Mango

Orange

Pineapple

Butter & Honey

SNAX

Snax

Time pass

Cheezlets

OTHERS

Chaco

Sesame

Orange

Pure Magic

Chocolate

Vanilla

Britannia Product list and its brand range

Britannia Product focused on bringing more productive products and expanding the market
rapidly. It was started in 1892. It has a history of over 120 years and its business has grown
tremendously stepping at higher margin and satisfying consumer needs by giving superior
quality of products. Their brand name including the features, quality, price, design etc. would
help them in growth of rapid sales and keeping regular customer and choosing their product
in the market. The products of Britannia Company were mainly consisting of Biscuits,
Snacks and Dairy Products.

Britannia Products
The Britannia Products consists of the four sectors:
Biscuits Sectors
Bread, Cakes and Rusk Sectors
Gift Sectors
Dairy Products
Biscuits Sectors
Britannia Biscuits is famous world-wide for its taste which is sold at a reasonable and
affordable price. Many millions of people enjoy eating biscuits which is a healthy snack and
which is available in all over the stores at anytime, anywhere and every day.
Following are the various sectors:

Kids Nutrition

Treat or Luxury

Snacking

Adult Health

Bread, Rusk sectors

Bread and Rusk which are consumed by adults, kids and by all generation of people consists
of vital nutrients and vitamins, Honey & Oats, Multi-Grain, Whole Wheat, and Multi-Fiber.
Britannia brings wide variety of such Bread and toasted Rusk which gives consumers to
choose wide range of these products and enjoy the benefits under Bread and Rusk sectors.
Britannia Bread
Britannia Toasted Rusk

Dairy Products
Britannia Dairy Products is famous world-wide for its taste which is sold at a reasonable and
affordable price. Many millions of people enjoy eating butter, ghee, milk, cheese, dahi, health
drink, choco milk, and badam milk which is a healthier drink and which is available in all
over the stores at anytime, anywhere and every day.
Britannia Dairy Products are further classified under below products:

Cheese

Butter

Ghee

Milk

Gourmet Cheese

Dahi
Depth: Depth of a product mix pertains to the total number of variations for each product.
Variations can include size, flavor and any other distinguishing characteristic. For example, if
a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste
has a depth of six. Just like length, companies sometimes report the average depth of their
product lines; or the depth of a specific product line.
Britannia Bread: Britannia Bread launched Health Breads in Delhi on Nov 14, 2011. This
new range of breads consists of Honey & Oats Bread, Multi-Grain Bread, 100%
Whole Wheat Bread and Multi-Fiber Bread. Upto the year 1958, there were no consumption
of bread and there was only one unit in Delhi. Further in the year 1963, Britannia was the
first branded sector in the bread market which offers 400 grams and 800 grams plain white
sliced bread. The main reason of introducing quality bread was to bring to the consumers
about the concept of bread i.e "Eat Healthy and Think Better".
Types of Bread:
1. Honey & Oats Bread: This bread consists of loads of Honey and oats in every bite of each
slice. This was very good and healthy to people who opt for this bread.
2. Multi-Grain Bread: This has multi grain which consists of oats, ragi, whole wheat, soya
and flax seed and people who consume were so happy that they find richness of whole grains
in

every

bite

of

every

wholesome

slice.

3. Multi-Fiber Bread: This bread is filled with natural wheat and oat fibers to give healthy
breakfast in the morning. Fiber helps in effective digestion and helps in controlling
cholesterol.
4. 100% Whole Wheat Bread: This bread is filled with fresh wheat and good for health as
wheat brings loads of energy to human body.

Consistency: Product mix consistency pertains to how closely related product lines are to
one another--in terms of use, production and distribution. A company's product mix may be
consistent in distribution but vastly different in use. For example, a small company may sell
its health bars and health magazine in retail stores. However, one product is edible and the
other is not. The production consistency of these products would vary as well.

BIBILOGRAPHY

www. BRITANNIA.com

www.moneycontrol.com

www.financialexpress.com.

www.wikipedia.com

www.indianfinancelevel.com

www.webindia.com

www.businesstimes.com

Company website: www.BRITANNIAretail.net