A Case Study on Britannia


    Britannia becomes a bakery manufacturer in India. In 2009, the business enterprise had commenced supplying especially fortified biscuits to small groups of college-going youngsters. The movement presented the organization’s awareness of the substantial national problem of malnutrition and ambition to increase the logo. But, Vinita Bali, lead executive officer, confronted two demanding situations- the way to scale up the manufacture and distribution of social merchandise, and how to expand the social product right into a sustainable commercial enterprise. In order to conquer the difficulties, Bali made several critical policies. The file analyses the foremost plans in finance, marketing, competition, and external surroundings elements.

    History of Britannia

    Set up in 1892, Britannia became the biggest manufacturer of bakery merchandise in India, with a 28-in step with-cent proportion of the$3- billion Indian biscuits and bread marketplace. The company changed into regarded for launching variants of current and new products to cater to customers. Therefore, product innovation makes Britannia stand out from many competitors. In 2010, the Indian government operated the Center Meal Scheme, presenting a cooked nutrient meal to number one college youngsters, which aimed at combating malnutrition- the most crucial problem in Indian even across worldwide. Britannia joined the policy, presenting especially fortified biscuits to kids and found out the significance of social products. therefore, the organization attempted to scale up the manufacture and distribution of social merchandise and even increase them into a maintained enterprise.

    Related Article: Marketing Automation – Control Market Through Machine

    Marketing Strategies

    The fashion of the Asia-Pacific biscuits marketplace will increase every 12 months. The market grew by 3.9% in 2011 and reached a quantity of 1,934.5 million kg. That is a challenge for Britannia to build a sustainable commercial enterprise in the Indian biscuit market. But, Indians have a huge range of malnutrition. As Gillespie (2003) factors out that India has many manufactures of meals and beverages but pregnant females and children nonetheless are afflicted by malnutrition. This might be regarded as either trouble or a possibility for Britannia’s advertising and marketing approach which did no longer remember sufficient to educate fortified biscuit products and did now not provide sufficient product varieties to Indian customers.

    Britannia’s Competition 

    Competition in bakery products became fierce in India, not most effectively coming from neighborhood agencies, along with Parle merchandise, ITC, and Surya foods, but also international corporations, including GlaxoSmithKline, Kraft foods as well as PepsiCo. Those global companies together with having extra financial resources additionally have substantially greater advertising and marketing and distribution resources. Competitive advertising and different aggressive motions pursued by these huge corporations, besides progressive products and fee wars by way of countrywide gamers, might make it extra difficult for Britannia to sustain its leadership function.

    Problems with Volatility of Raw Materials

    The number one substances utilized by Britannia to supply and manufacture its products are wheat, sugar, fat, and oils. On an international and regional foundation, those uncooked substances are at risk of tremendous charge fluctuations due to supply and call for trends, transportation fees, authorities guidelines and price lists, changes in currency exchange prices, rate controls, the monetary weather, and other unpredictable circumstances.

    Britannia’s SWOT Analysis

    1. Strengths-

    It is the only bakery company in India that supplies items to various types of enterprises, allowing them to take home a large percentage of the profits. On the Indian bakery market, Britannia owns a 30 percent share of market share. Because it is used in a wide variety of bread items, including biscuits, rusk, sweets, and dairy products such as milk, cheese, and butter, its shelf visibility is quite high. Their targeted advertising and marketing initiatives resulted in a high level of word-of-mouth and TOMA attention. Founded in 1892 in a tiny home in Calcutta (now Kolkata), Britannia has been serving Indian markets for the past 128 years. In the British Raj, Britannia cookies were made for British officers and their families, who indulged in excessive tea-time eating in England. Throughout the years, Britannia biscuits have been enjoyed by Indian customers. Britannia is India’s largest food company, generating more than Rs. 6000 cr in revenue and serving more than half of the country’s population through 3.5 million stores. Net income from the internet is 1660 million US dollars. Britannia has a total of 4480 employees. It offers a wide range of items for different economic levels, including tiger cookies, Milk Bikis, top day, whiskey, tiny hearts, crackers, and nutria choice. With such a large number of SKUs on the market and a massive distribution network, Britannia has reached every corner of the globe. As well as biscuits, bread, coffee, roast and a variety of dairy devices, including milk, yogurt, and specially made dairy-based beverages, Britannia offers a variety of delicious and balanced alternatives.

    2. Weaknesses-

    Britannia is overly dependent on the biscuit industry, which is responsible for 75 percent of its income. Because they are also market leaders but are also overly dependent, their long-term commercial business life might be harmed as a consequence of this. Since Bourbon & Britannia became commodities, Parle introduced “Parle Bourbon” biscuits. However, if it’s utilized in the same way by various organizations, it might lead to client confusion and a loss of revenue. Except for India, Britannia has subsidiaries in Dubai and Oman. But the items’ total exports are a lot less than their real export capacity. The dairy business is suffering, contributing just 5% of the firm’s total revenues.

    3. Opportunities-

    Growing market share and repositioning in the dairy sector may be achieved with the use of organoleptic (taste, flavor, and color) dairy products. The market for healthy food products is influenced by changing lifestyles, fitness education, and rising disposable incomes. It will be possible for the organization to become a worldwide leader in food goods if it expands its operations to other global markets.

    4. Threats-

    Britannia will find it tough to differentiate itself from competitors in the biscuit and bread business, including Priya Gold,  Anmol, ITC, and Parle. Falsified products routinely threaten to hurt a brand’s market presence. An increase in the price of products might lead to an increase in the price of the final product. An increase in the rate of charge may also result in a decrease in production or a demand reduction. Customers might be tough to keep as a result of the diversity of the FMCG industry and the fact that so many manufacturers promise different benefits. Keeping clients is extremely difficult due to the fact they are constantly looking for other options. New versions, percent sizes, and promotions must be taken into account by the organization. Agency must increase its reach in rural areas, where the product’s supply might be a major concern.


    There is absolute confidence that fortified biscuits are the answer for nation-huge malnutrition even though the majority lack recognition of the importance of these meals. But, if the organization cooperates with the government and teaches the clients to know fortified biscuits, it would be a vivid destiny for Britannia to sell this product at the same time as competing with different counterparts. It is viable that Britannia scale up its business from India to the world and nutritious products could be a sustainable commercial enterprise based totally on the huge-scaled promotion.

    Also Read: Godrej- A Century-Old Company That Perceived World Transformation

    Share this post at
    - Advertisement -spot_img
    Daniyel Chatterjee
    Daniyel Chatterjee is a Young Researcher in the field of Data Science & Analytics having research experience of more than 8 years. He has a Masters in Computer Engineering and currently serves as an Editorial Assistant in IGI Global, United States of America. Daniyel also holds honorary positions in the Associate Member of Institute of Research Engineers and Doctors, International Association of Computer Science and Information Technology, International Association of Engineers, Society of Digital Information and Wireless Communications.

    Latest news

    Related news