Abstract
Britannia Industries Limited is one of the leading food companies in India, with a rich legacy of over 100 years. The company is best known for its biscuits, but it has also expanded its product portfolio to include dairy products, cakes, rusks, and other snacks. Britannia has become a household name in India, with its biscuits being a staple in many Indian homes. The company's flagship brands include Good Day, Tiger, Little Hearts, Treat, and Marie Gold, which have a strong presence in both urban and rural markets.
This case study focuses on the success of Britannia’s biscuit division in India, analysing its strategies for growth, challenges in the highly competitive biscuit market, and how it has managed to maintain its market leadership. The study also offers insights into Britannia’s marketing, product innovation, and distribution strategies that have contributed to its dominance in the Indian market.
Questions for Discussion
1. What are the key factors that have contributed to Britannia’s success in the Indian biscuit market?
2. How can Britannia adapt to the increasing demand for health-conscious products in the biscuit segment?
3. What strategies can Britannia implement to strengthen its position in rural markets?
4. How can Britannia manage the challenges posed by rising raw material costs?
5. Discuss the potential for Britannia to diversify its product offerings beyond biscuits.