Britannia Reinvents Itself

In the midst of all the economic chaos and hullabaloo, one company has managed to quietly snake its way towards growth and remarkable profits. Many have been envious with the ease with which Britannia Industries, best known for their line of eatable consumer goods from cakes to biscuits have been able to grow and grow well. But at the back of this rise in business has been a very well laid out strategy and some extremely smart and effective marketing. The company decided to take a bunch of calculated risks and each one seems to be paying off.

About 3 years ago the biscuit and dairy product industry in India had stagnated. Biscuits were overpriced and products had become stale. Consumers were getting bored of eating dairy products which tasted the same. It was also the time Britannia seized to further increase their dominance over this industry.

They did it by pricing their products competitively. It started with them identifying that even in such a mundane industry such as biscuits ,results can be gotten if one prices their products effectively especially in a competitive market like India,this led to them innovating and coming out with a whole bunch of newer products which appealed to every type of consumer.

Be it the daily wage laborer who just wanted to buy a pack of biscuits to munch with his cup of tea for less than five rupees or the restaurant manager who needed to spruce up his meal with a relatively costlier pack of cream biscuits; Britannia had and continues to develop products for each taste and price band of the Indian consumer .It’s this strategy which has made them very wealthy.

But as in the case of most companies which have done well in India the focus has remained on the emerging middle class. Knowing that biscuits and dairy products fall well under the purview of a common household and therefore the average Indian housewife, an active decision has been made to persuade the woman of the house to buy the pack of biscuits which she feels is the HEALTHIEST for her children and family.

Thus Britannia has been working harder to market their new products under their ‘Eat Healthy, Think Better’ tagline. An increased sense of awareness among households to only buy products which are healthy has also led them to enter shops with products that are obviously healthier.

The focus has been off biscuits which simply taste good but to market whole range of products made from basic Indian agricultural crops like Rice, Wheat and Ragi .Thus we have seen an explosion of high fiber cookies, cakes with lower cholesterol and Trans fat levels which has definitely made them a lot richer.

While most companies have simply hung on to their existing orders Britannia have amazingly decided to hit the markets with an even more diversified range of healthy and tasty dairy products in the coming months. They will also be pushing the same with an aggressive advertising campaign which should bode extremely well for them. Their recent quarter results have indicated a net profit of 403 million which will add to their millions they made in the previous fiscals.

Who knew there was money even in biscuits?