BRITANNIA
Eat healthy, think better
INTRODUCTION
Britannia Industries Limited, founded in 1892, is one of India's oldest firms, specializing in biscuits,
breads, and dairy goods. Despite the controversies, it maintains a large market share. Beginning with a
Rs 295 investment in Kolkata, it grew through acquisitions and innovation. It pioneered the use of
imported gas ovens in 1921 and provided biscuits during WWII. Taking over Parry's biscuit distribution
in 1975, it went public in 1978. In 1997, it rebranded as "eat healthy, think better" and expanded into
dairy. Britannia New Zealand Ingredients Pvt. Ltd. was established in 1999 in collaboration with
Fonterra. Today, it offers a variety of biscuits, breads, and dairy products.
Vision: Our vision is to be a Responsible Global Total Foods company. We believe that food
should be both tasty and healthy, and our product portfolio reflects this vision. From our
classic biscuits and cakes to our new range of healthy snacks, we are committed to offering
products that are good for you and good for the planet.
GROWTH AND EXPANSION
From a modest bakery in Kolkata, Britannia Industries has grown into one of the world’s leading food
and beverage companies. The progression and expansion can be generally divided into three phases. The
first one (1892-1970s) was the beginning of this renowned brand. Initially established by Wadia family,
Britannia began as The Britannia Baking Company with the purpose of meeting the rising demand for
baked goods in India. By opening its first production factory in Kolkata, a company known for its
quality and creativity gradually spread across this country. Within this period brands like Milk Bikis,
Good Day, and Bourbon were introduced. The second stage (1970s-1990s) was characterized by
nationwide expansion and diversification which occurred because of increased demands for their
products necessitating setting up new factories all across major cities for better distribution purposes.
Britannia also got into other areas like dairy, bread, and confectionery that made it become one of
India’s top food and drink organizations. The third stage(1990s-present), saw Britannia establish a
global footprint and embrace sustainability. The company expanded to other countries in the Middle
East, Africa, and Southeast Asia for reaching out to Indian diaspora and breaking into new customer
segments. To combat environmental concerns, they employed environmentally friendly practices;
reducing its carbon footprint, investing in renewable sources of energy and practicing responsible
sourcing.
Presently, Britannia is known for bringing up healthier choices or fortifying their products to meet the
health needs of consumers who are conscious about what they consume. With diverse portfolios across
the globe alongside sustainability commitments, Britannia remains the epitome of resilience, innovation
and quality in the food and beverage industry.
1970-1990 1990-present Presently
1892-1970
First Phase Second Phase Third Phase Fourth Phase
Met India's baked goods Britannia expanded Britannia pursued global Britannia prioritizes health,
demand, introducing iconic nationwide, diversified into expansion, embraced sustainability, innovation,
brands like Milk Bikis, Good food sectors, leading sustainability, eco-friendly and quality in global markets.
Day, and Bourbon. company. practices.
MARKET POSITION AND COMPETITIVENESS
Market Share and Positioning
Others
Britannia holds a significant market share in the Indian food 15.2%
industry, particularly in the biscuits segment. According to recent Priya Gold Britannia
3% 33.3%
market research data from Euromonitor International, Britannia is Kraft
3%
one of the leading players in the biscuits category, with a market
share of approximately 33% in India as of 2023. ITC
13.1%
Britannia's market positioning has shifted significantly over time,
demonstrating the brand's evolution and flexibility to changing Parle
31.3%
consumer preferences. Britannia, founded in 1892, has grown from a
Britannia Market Share in
humble beginning to a massive participant in the biscuits market, Indian Biscuit Market
with a current valuation of Rs. 12,400 crore.
The company has intentionally broadened its product line to encompass a wide range of commodities
such as biscuits, bread, cakes, rusk, and dairy products to meet the different demands and tastes of its
customers.
Competitive Landscape and Major Competitors:
In the competitive landscape, Britannia faces competition from several major players in the food
industry. Some of its primary competitors include:
1. Parle Products Pvt. Ltd.
2. ITC Limited
3. Mondelez International
These competitors also have a significant presence in the biscuits and bakery products market in India.
However, Britannia has managed to maintain its competitive edge through various strategic initiatives
such as product innovation, efficient distribution networks, and strong brand equity.
Britannia's strong market share, diverse product portfolio, and strategic positioning have solidified its
position as a key player in the Indian food industry. Despite facing competition from major rivals,
Britannia continues to thrive through its commitment to quality, innovation, and customer satisfaction.
CORPORATE SOCIAL RESPONSIBILITY
CSR is a business model enabling companies to be socially accountable to themselves, stakeholders, and
the public. Britannia Industries, India's largest food company with a century-long history, prioritizes
nutrition, healthcare, and community development, in line with their purpose of 'Exciting Goodness
Every Day,' which emphasizes quality products and positive societal impact.
Since 1978, Britannia has been actively engaged in CSR activities. It began with the establishment of two
Community Centers in 1978 to support employee families, expanding over time to encompass various
social development initiatives. In 2006, Britannia embarked on the journey to become trans fats free,
eliminating over 8500 tonnes of Trans Fats from its products and becoming India's first Zero Trans Fat
Company.
Over the years, Britannia has increased its CSR spending, with the highest budget recorded at Rs. 28.43
crores in 2019-20.
By 2022-23, renewables accounted for 19.15% of Britannia's total energy consumption, including solar,
wind, and biomass fuels at the Khurda and Perundurai plants. This initiative resulted in approximately
22,823.79 tons of CO2e biogenic emissions. Britannia aims to elevate renewable energy usage to 60% by
2024
ENERGY CONSUMPTION
Parameter FY 2020-21 FY2021-22 FY 2022-23
Total energy (GJ) 13,93,983.76 14,39,208.29 16,37,755.11
Total Renewable
1,80,485.51 2,00,115.72 3,13,633.33
Energy
Share of Renewable
12.95% 13.9% 19,15%
Energy
LEADERSHIP AND MANAGEMENT
Since its inception in 1892, Britannia Industries Limited has undergone significant changes in leadership
and management, shaping it into one of India's foremost food companies with a diverse product range.
Founded by the Gupta family as a trading firm, Britannia initially imported biscuits from the UK
before venturing into local manufacturing in 1918.
Leadership transitions have been notable in Britannia's history. Rajan Pillai, known as the 'Biscuit
Raja,' briefly controlled the group in the late 1980s before ceding to the Wadia Group and Danone
amidst a boardroom struggle. Varun Berry's appointment as Managing Director in 2012, later as
Executive Vice-Chairman, brought stability and strategic vision. Collaborations with Fonterra and Bel
Group bolstered Britannia's offerings, exemplifying its commitment to innovation and global
partnerships. Under the leadership of Varun Berry, Britannia Limited, a stalwart in India's food
industry, has charted a course of unprecedented growth and innovation. As the Managing Director,
Berry's strategic acumen has been pivotal in driving Britannia's revenue to new heights. Over the past
five years, from 2015 to 2020, Britannia has experienced a remarkable 22.5% Compound Annual
Growth Rate (CAGR) in revenue, reflecting its robust performance and market dominance. Currently,
Rajneet Singh Kohli is the CEO of Britannia and will be appointed in September 2022.
CEO’s Over The Time
Sunil Alagh Vinita Bali Varun Berry Rajneet Kohli
1989- 2003 2005-2014 2022-2023 2023-Present
Strategic alliances, like the joint venture with Bel Group, signify Britannia's adaptability and pursuit
of excellence. Additionally, partnerships with Accenture for digital transformation underscored
Britannia's readiness to embrace technological advancements for sustainable growth.
ADVERTISING STRATEGIES
Britannia's advertising strategy has evolved significantly over the decades, demonstrating the company's
agility and willingness to engage with customers on a deeper level. In the 1980s, the brand built its
identity through unique aural signatures created by Louis Banks, which have since become synonymous
with Britannia. This audio branding has evolved creatively throughout time, from whistles to humorous
encounters such as youngsters spelling out the brand name, displaying the company's adaptability and
capacity to remain relevant.
Britannia's original advertising slogan was "Zindagi Mein Life". In 2008, the brand's tagline changed to
'Iska toh ho gaya re Good Day' to emphasise localization and mass appeal. In 2021, Britannia launched
a new campaign called 'Kayi Smiles Britannia', which focuses on spreading happiness and portraying
India's unique smiles through its Good Day biscuit. These modifications in slogans and branding
initiatives indicate Britannia's dedication to engaging with customers on an emotional level while also
fostering positivity and joy.
In recent years, Britannia has changed its endorsement strategy, shifting away from typical celebrity
sponsorships and towards more relatable people such as Sonu Sood and Kubbra Sait. This strategic
move indicates a desire to instill resilience and achievement, particularly among younger audiences, while
still remaining relevant during difficult times like the pandemic.
Britannia's partnership with personalities such as Sonu Sood for its Tiger Krunch campaign and Kubbra
Sait for digital promotions demonstrates the company's commitment to reflecting the spirit of the 'aam-
aadmi' (common man) and spreading happiness through its products. This shift in advertising displays
Britannia's ability to change with the times while remaining loyal to its basic ideals of positivism, joy,
and connection with customers.
SOME EPIC ADVERTISEMENT STRATEGIES
TACKLING CHALLENGES THROUGH INNOVATION
From initial struggles to establish itself as a prominent player in the Indian market to the need for
continuous innovation to stay relevant in an increasingly competitive industry, Britannia has faced
challenges ranging from economic downturns to evolving consumer demands for healthier options.
In 1982, Britannia Industries faced a significant challenge when Nabisco acquired a substantial foreign
stake, altering the company's ownership dynamics. This change introduced concerns regarding loss of
control, cultural alignment, and heightened market competition. Britannia responded by fostering
strategic partnerships with stakeholders like ABIL, streamlining operations for efficiency, and
prioritizing product innovation to maintain competitiveness amidst Nabisco's entry into the Indian
market.
In 1993, another pivotal moment occurred when Nusli Wadia, supported by Danone, assumed control of
Britannia. This leadership change precipitated a restructuring aimed at revitalizing Britannia's
operations and repositioning its product offerings to align with evolving consumer preferences for
healthier and tastier options. In navigating this subsequent challenge, Britannia likely embraced the
change in leadership and strategic direction, leveraging the expertise and resources offered by Danone to
drive innovation and market expansion. By focusing on product quality, taste, and health attributes,
Britannia sought to carve a distinct niche in the market, ensuring its continued relevance and
competitiveness amidst dynamic industry shifts.
Throughout these challenges, Britannia demonstrated resilience and strategic acumen by adapting its
approach to align with shifting ownership structures and market dynamics. By prioritizing collaboration,
operational optimization, and product innovation,
CONCLUSION
Britannia Industries Limited's journey of over 130 years exemplifies perseverance, adaptation, and
expansion. Britannia has overcome several hurdles and achievements since its humble beginnings with a
295 rupee investment to its current status as a 4,793.00 crore powerhouse.
Britannia has experienced ups and downs throughout its history, ranging from overseas purchases to
leadership changes. However, each challenge was overcome with strategic agility and ingenuity.
Collaboration with stakeholders, operational optimisation, and a focus on product excellence have all
been major drivers of success.
Despite the challenges, Britannia's dedication to quality and customer satisfaction has been consistent.
Its transition from a small biscuit manufacturer to a diverse food firm demonstrates its ability to adapt
to shifting market trends and consumer preferences.
Britannia, a pillar of India's industrial landscape, has not only survived but thrived, becoming a symbol
of confidence and dependability for generations of customers. Britannia's journey, built on integrity and
creativity, acts as an inspiration for organisations around the world, showcasing the power of endurance
and vision to achieve long-term success.
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