Britannia is the market leader in Indian biscuit segment.

With a turnover of Rs.1, 666 crores it is India's second largest food

company, after Amul, and is preparing for the slog ahead by concentrating
not only on the competition or on existing products but also on consumers.
This is being done after years of relative silence – a time when the brand
ceded mindscape if not markets hare to aggrieve competition. It is focusing
on the opportunities for profitable growth.The company has began to look
at how the consumers live their lives and not at how they eat biscuits.
Marketing is nothing but connecting opportunity with values, emotions,
desires and mindsets of people and commercialising those opportunities.
For starters, Britannia's existing offering is being strengthened –its most
popular brand Tiger was recently relaunched. This was done to give
consumers a more enhanced experience, not just in terms of Product and
packaging, but how they relate to the brand in totality. The company has
also come up with a sachet packet called Tiger Tikki Pack to ramp up
volume son rural India. In U.P. alone it has began to account for 50% of
sales. The company has also come up with a cream variant of the product,
besides aggressively pushing the sales of Treat; its original cream biscuit
brand as it feels there is enough space for two cream variants. This is
giving consumers who generally purchase unbranded biscuits an
opportunity to buy into the iconography of Britannia. It is a great chance to
look at the bottom of the pyramid.Another innovation, this time in the Treat
segment was the launch of Duet –a double-layered cream biscuit with
different flavors. For Duet it has also tied up with Beyblade makers to push
both the items in retail outlets. The company also got into area of branded
gift boxes, built around the exchange of eatable gifts on festivals.In dairy
products, Britannia is wildly known for its cheese and has therefore
focused all its aggression in driving cheese introducing more variant. To
strengthen its image leadership it has launched cheese spreads in Indian
flavors like mint, masala and cilantro.While it continues to maintain its
position in milk powder market, it has pulled the plug on the flavored milk
range.Products and promotion are no longer Pan –Indian, instead they
have been localised. The company has got away from lazy marketing and
imitating to creating meaningful differences for consumer. The company
has also reduced its thirst on celebrities in promotions. One thing that
remains though is its slogan "Swasth khao tan –man jagao" and this
according to it is the essence of the company.

Britania bourbon
Thick, rich and delicious chocolate packed between
two crunchy chocolate biscuits, topped with sugar
crystals - presenting, the original Bourbon, from the
house of Britannia.

India's first and favorite Bourbon's sweet adventure

began in 1955. Since then, Bourbon lovers across
the country have been caught opening this
chocolate couplet, licking the cream, and nibbling
at the melt-in-your-mouth biscuit, bit by bit. Some
have been witnessed chomping it whole, at one go.
Some have been noted to alternate it with sips of
coffee; others team it with lots of gossip and
gupshup, while a few have been observed enjoying
it with a book.
And some have been seen reluctantly sharing their
Bourbon.

Whatever the occasion, wherever the hangout,

Bourbon makes for great company. You can grab
your very own Nano Pack or a Pocket Pack. The
Hangout Pack is just right for chilling with friends.
Take along a Party Pack for... yes, a party! And the
Gift Pack will surely win you a few brownie points!

So go on, give yourself a happy high with a quick

dose of Britannia Bourbon!

Britania Treat
As a move to consolidate all the individual Cream Treat
offerings under a single umbrella, Britannia launched Treat in
2002. Treat has a range of tasty delights for all kids with
yummy creamy treasures within the biscuit shells. The kids
have always relished unraveling the irresistibly delicious
creams hidden inside the biscuit Britannia Treat offers a wide
variety of flavors, such as the Elaichi, the Fruit Flavored
Creams such as Orange, Pineapple, Mango, and Strawberry,
the Jam Filled Centers under the Jim Jam range, and the Duet
Range (biscuits with two flavours of cream between three
layers of biscuit) comprising Strawberry Vanilla and Duet
Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering

delight under its umbrella. The delicious Fruit Rollz take the
Treat brand beyond the cream biscuits and provides yet
another lip smacking delight to its consumers!

Fruit Rollz are soft rolls filled with the goodness of real fruits,
and provide a healthy yet scrumptious treat to our 'loveable
devils' Treat also introduced its naughty and adorable brand
mascot FUNTOOSH whose primary occupation is mischief!
FUNTOOSH is the guy who will pull off any trick to make sure
he gets to eat his Britannia Treat!
For all you kids who have relished the yummy treasures of
Britannia Treat in exciting flavors, look out for yet another
reason to celebrate!

Britannia Treat launches a new and exciting combination of

chocolate and caramel in a single bar - TREAT CHOCO GELO.
This unique and never before product is guaranteed to double
the masti and double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August, 2007

and is available at an attractive price of just Rs.5/-

So go ahead, open this delicious pack, indulge yourself with

Treat Choco Gelo and enjoy Yummy Chocolate and Gooey
Caramel for "Double Masti ka Double Dose"

Britania – MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk
Bikis! Milk Bikis has been trusted by mothers as a source of
growth energy of milk and their loyalty to the brand has made
it an integral part of their children's nutrition regimen.

In 1996, Milk Bikis launched a variant called Milk Cream. These

round biscuits come with smiley faces and are full of milk
cream that makes them very popular with children. Milk Cream
also promoted the idea of 'eating milk' in a yummy way, which
makes mothers happy as well.

To keep pace with the demands of the new generation and to

bring milk nutrition to the masses in a delightful form, Milk
Bikis, went one step further in the last quarter of 2006 in
providing not just energy but ‘developmental fuel’ for children.
With a unique and attractive honeycomb design and an
enhanced product experience, the new biscuit is now fortified
with SMART NUTRIENTS – 4 vital vitamins, iron and iodine,
proven to aid mental and physical development in growing
kids.

Britania – TIGER
Tiger, launched in 1997, became the largest brand in
Britannia's portfolio in the very first year of its launch and
continues to be so till today. Tiger has grown from strength to
strength and the re-invigoration in June 2005 and more
recently, in Apr 2008 has further helped bolster its growth in
the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added

goodness of wheat and milk. It is for modern mothers who play
an enabling role for their children to compete in today's world
and thus want the best. Now Tiger Glucose has been fortified
with "Iron Zor" with an attempt towards addressing the Iron
Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of

Britannia symbolising fun and energy in both urban and rural
India, and transcending glucose biscuits.

Tiger Coconut : Delicious Coconut Flavoured Energy Biscuits,

launched in 2001

Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack.

Tiger Cream is now available in Orange, Elaichi, Chocolate,
Pineapple, Strawberry and Butterscotch flavours, and promises
to bring more fun and more energy to children across the
country.

Chota Tiger : Is an extension of brand Tiger launched

nationally in May, 2007. It is mini sized poppable glucose
biscuit with coloured sugar sprinkling. It comes in two variants:
Milk Sparkies and Choco Sparkies

Tiger Banana : Britannia is committed to help secure every

child's right to Growth & Development through good food
everyday. Purposefully taking forward the credo of 'Eat
Healthy, Think Better ', we have launched a new variant under
our power brand TIGER - TIGER BANANA - power packed with
IRON ZOR & and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4
pack has as much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this

nutritious and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and

goodness of Banana is accessible to all, being available in
convenient packs priced at Rs.2, Rs.4 and Rs.10.

BRITANIA – NUTRI CHOICE

In continuation of the promise of "Swasth Khao, Tan Man
Jagao," Britannia introduced NutriChoice range of healthy
biscuits in 1998. The brand is targeted towards overall health
and wellness for adults.
The range has for long comprised of three popular variants,
namely NutriChoice Thin Arrowroot, NutriChoice Cream Cracker
and NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is

affectionately referred to as Britannia Theen), this brand
contains the benefits of arrowroot known to aid digestion and
remove harmful toxins from the body. Prior to 1998 it was
being marketed as Britannia Jacob's Thin.

NutriChoice Cream Cracker - As nature would have

wanted it to be

Ask any biscuit manufacturer and they will tell you how difficult
it is to make this biscuit, especially with next to nothing sugar,
with NO added colors and flavorings for taste. It is this neutral
taste that makes it an ideal choice to be consumed with hot
beverages, dips, chutneys, and accompaniments.

NutriChoice Digestive - Delightfully tasty and

wholesome

Made with 50% whole-wheat and packed with added fibre (10%
of our daily dietary needs), these delightfully tasty biscuits are
amongst your healthiest bites of the day. In your next visit to a
shop just look out for its Golden-green international pack.

In 2007, NutriChoice SugarOut was launched. NutriChoice

SugarOut is the most novel product range to have been
introduced in the market. The product is not just sweet but
tastes great, and yet contains no added sugar. It is sweetened
with "Sucralose," derived from sugar, which provides the same
sweetness as any other biscuit, without the added calories of
sugar.

This range is available in 3 delicious variants namely Litetime,

Chocolate Cream, and Orange Cream, targeted towards all
health sensitive people. It is also relevant for consumers with
sugar- related ailments.

We are confident that you will be pleasantly surprised with the

great tasting and healthy range of NutriChoice. Try one and
you'll know that you've made one smart choice.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one

needs to make certain compromises on some good things in
life. Whether it is missing that extra hour of sleep over early
morning exercise, or eating unappetizing foods over that extra
oil-dripping samosa. At the same time most of us agree that
good nutrition cannot come from one kind of food alone, but
from a healthy combination / assortment of several healthy
ingredients put together. Britannia NutriChoice 5 Grain Biscuits
are a perfect answer to those looking for healthy eating
options without as much making a compromise on taste, or
convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from

5 carefully chosen healthy cereals (Oats that help reduce bad
cholesterol, Corn which promotes heart health, Ragi a good
source of both Calcium as well as Fibre, Rice low in fat, and
Wheat that provides wholesome energy). These biscuits are
delicately sweetened with natural honey, and come in a unique
large oval shape. It is this large size and the healthy
combination of the ingredients, that make it an ideal hunger
buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several

small single serve pocket meals packs, so that one is never far
away from pacifying hunger on the move. So whenever you
miss your breakfast, or succumb to those unhealthy evening
snacks, you can relish the goodness of health with Britannia
NutriChoice 5 Grain biscuits.
NutriChoice Classic Lite Cracker - NutriChoice Crackers
have for long been the healthy choice of the discerning
consumer. The popular NutriChoice Cream Cracker has been
improved to make it crispier and tastier and been rechristened
as Nutrichoice Classic Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more

choice for the discerning cracker consumer. NutriChoice Nature
Spice Crackers are delicately sprinkled with the goodness of
Ajwain and Jeera. Ajwain s benefit with good digestion is
legendary, while each one of us relishes the taste of Jeera. In
addition 0% Sugar is added to these biscuits which delivers the
health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE

TECHNOLOGY, which ensures that they are completely free
from Cholesterol, harmful Transfats, artificial preservatives,
colors and flavours. They come in an international metalized
packaging, which ensures that the biscuits retain maximum
freshness till the time they are opened.

Nutrichoice Health Starter Kit

2010 - Britannia Nutrichoice launches a New Year pack - the

Nutrichoice Health Starter Kit . Created for everyone who
makes a New Year resolution to become healthy and does not
follow through on it. The Health Starter Kit contains a range of
healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber Digestive,
Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It
also has a one week free pass to Talalkars gym that entitles
every consumer to one week free trial of any Talwalkars (TBVF
ltd) gym across the country.

In addition to this the pack also contains a Fit Sip Sipper and a
fitness chart. All this for only Rs 100.
PriyaGold aims at 25% market share in Indian biscuit market

Surya Food & Agro Limited (SFAL), makers of “PriyaGold” brand of biscuits and cookies aims to garner 25%
market share of the Indian market for biscuits.

The product basket of Priyagold has Butter Bite, Classic Cream, Kids Cream, Butter Lite, Big Boss,
Marie Lite, Marie Gold, CNC, Cheese Cracker, Snacks Zig Zag, Don, Coconut Crunch, Cheese Bit and
Chatpata Cashew range of biscuits.

Their premium range includes Badam Pista, Cashew, Kesar and Nice biscuits.

Most of these are available in 75-200 gm packs.

In an interview to a Delhi-based news agency, the Chief Managing Director, B P Agarwal, expressed the
hope that SFAL’s turnover would touch rupees 450 crore in the coming year. SFAL enjoys 10% market
share of the 10 lakh ton biscuit market in India. B P Agarwal hopes to increase this to 25% in the coming
years.

SFAL set up India’s largest biscuit manufacturing plant in Greater NOIDA a few years back.

Besides, this the company has plants in Lucknow, Surat, Nadiad and Faziabad. It has captured a large
chunk of the market for biscuits in northern and western India. Another unit has been set up in Hyderabad.
The total installed capacity of SFAL for production of biscuits is 400 tons per day.

India is the third largest producer of biscuits after the USA and China. However, the per capita
consumption of biscuits in India at 2.1 kg is considerably lower than other countries. The per capita
consumption in the USA, the UK and Western Europe is over 10 kg and that of south-east Asian countries is
4.25 kg.

Japan is estimated to consume 7.5 kg biscuits per person.

The per capita consumption of biscuits in China is lower than that of India at 1.90 kg.
Unique features of Britannian :

If you think Britannians are extraordinary individuals who are

passionate about everything they do…create inspiration through
everything they do…and succeed in everything they do…you’re
probably right. Britannians are hand-picked for a singular purpose…
to perpetually ensure Market Leadership and generate exemplary
performance in every function.
Britannians exhibit the following leadership behaviors (we fondly call
BULBs – Britannia Universal Leadership Behaviors) :
• Integrity
• Team Orientation
• People Development
• Learning Orientation
• Customer Orientation
• Quality Orientation
• Drive for Results
• Entrepreneurial Spirit
• System and Process Orientation
• Communication

Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack. Tiger

Cream is now available in Orange, Elaichi, Chocolate, Pineapple,
Strawberry and Butterscotch flavours, and promises to bring more fun
and more energy to children across the country.
As part of the growth strategy, the company always try to build on the
values of brand "Britannia" by aggressively pursuing tasty yethealthy
offerings of mass appeal and also launching a host of affordable
products, which would help rejuvenate the mother brand and drive
category consumption.

Quality Policy :
Customer Satisfaction
 Total quality management
• Continuous up gradation of technology
• Improvement in processes
• Focus to meet emerging needs of the customers
• Mutually dependent lasting relationship with co-packers,
associates and suppliers.
 Environment responsibility
 Development of human resources
 Improving skills and knowledge
• Generating motivation to excel
• Installing a sense of pride
• Commitment towards quality

Basic Strategies :
 New product development
 New market development
Outdoor promotion
 Rural thrust
 Cost management
Outdoor promotion
 Rural thrust
 Cost management

Britannia had spent 0.1 million US$ to hire Paris based

designer Shombit Sen Gupta to create a logo and packaging design.
The logo had three objectives:
 Give consumer reassurance that it was a trusted and familiar
brand.
 Britannia has the ability to change.
 It had to be appropriate to the business the company was in.
The logo consists of the company’s name and slogan, “Eat
Healthy Think Better”. The Hindi rendition is “Swastha Khao, TanMan
Jagao”. The corporate statement “Eat Healthy Think Better”
captures the Indian concept of the unity of mind and body.

The logo has three colours red, white, and green each having its own
significance. Colour Red denotes Energy and Vitality. White denotes
purity. Green stands for Nutrition and Freshness. The strike
communicates Innovation and Futuristic Power of Britannia. Today,
Britannia is the largest biscuit and bakery company in the country with
the daily sales turnover of over Rs. 8478 million. It is the market leader
in the 1.3-million tonne Indian biscuits industry
with a 60% share. It has maintained market leadership with a 48%
value market share in the organized sector.