Britannia Industries : Bringing Health, Taste, And Trust Together
Varun Berry , Executive Vice-Chairman & Managing Director
India’s FMCG sector is on a steady growth path, propelled by urbanization, a growing middle class, and rising disposable incomes. Rural markets are playing an important role in the FMCG industry expansion, and the FMCG industry has become an important pillar of India's economy. To serve the diverse bases of consumers, large corporations are now focusing on localized products and distribution strategies.
However, there are challenges with this growth. Rising raw material costs and high inflation are forcing their way onto consumers in the form of higher product prices. The proliferation of regional brands, offering lowcost alternatives has made it difficult for consumers to understand what is good and what is bad. Also, the demand for convenience along with the rising health consciousness is giving FMCG players the constant need to innovate.
In this age of evolution, Britannia Industries has been one of the industry leaders in addressing these consumer challenges by combining tradition with innovation. The company boasts more than a hundred years of history and has always been able to adjust as the market changes while maintaining its pledge to quality and value. In delivering high-quality products, making them accessible to a large distribution network, and innovating with products for a modern consumer, Britannia’s strategy continues to be focused on these.
Product Innovation for Evolving Tastes
Britannia is famous for its extensive range of product portfolio such as biscuits and bread, dairy products, snacks, etc. Being aware of the need for affordability during inflationary times, the company has brought out smaller packs, with value-for-money packs such as ₹10 sachets, so that premium products are made accessible to all people.
Britannia also has ventured into the health and wellness space, catering to the influx of health-conscious customers. The products range from products enriched with whole grains, fortified biscuits, and low-sugar alternatives that reflect the company’s willingness to align with health trends.
A Robust Distribution Network
Britannia has developed its network to ensure availability throughout India’s immense landmass. The company, with thousands of rural distributors, has bridged the gap between urban-centric production and remote consumer bases. The strategic expansion has enabled Britannia not only to tap the pipelines of the markets that it already serves but also to enter other untapped markets using its products to reach the remotest areas.
Britannia is leveraging e-commerce and modern trade channels to increase the levels of accessibility. The company has invested in these sectors that have helped it serve tech-savvy consumers who prefer the comfort of online shopping.
Strategic Partnerships for Diversification
Britannia’s diversification and premiumization are best shown by its joint venture with French cheese maker Bel SA. The company hopes to more than double the size of its cheese business in the next three years, adding new products and responding to changing consumer palates, by tapping Bel’s expertise. This is proof that the company is able to change with the market and diversify the product line and at the same time keep its core value of quality.
Mitigating Inflationary Pressures
Rising commodity prices continue to challenge FMCG players. Britannia has taken a pragmatic approach where prices can be maintained while optimizing processes for production to control costs. This strategy helps Britannia not to lose customer trust since consumers are not badly affected by market fluctuations.
It is the operational efficiency and sourcing focus of the company that gives it the ability to navigate inflation. By being proactive, Britannia can deliver consistent value to consumers through the supply chain optimizations that it implements.
However, there are challenges with this growth. Rising raw material costs and high inflation are forcing their way onto consumers in the form of higher product prices. The proliferation of regional brands, offering lowcost alternatives has made it difficult for consumers to understand what is good and what is bad. Also, the demand for convenience along with the rising health consciousness is giving FMCG players the constant need to innovate.
In this age of evolution, Britannia Industries has been one of the industry leaders in addressing these consumer challenges by combining tradition with innovation. The company boasts more than a hundred years of history and has always been able to adjust as the market changes while maintaining its pledge to quality and value. In delivering high-quality products, making them accessible to a large distribution network, and innovating with products for a modern consumer, Britannia’s strategy continues to be focused on these.
Product Innovation for Evolving Tastes
Britannia is famous for its extensive range of product portfolio such as biscuits and bread, dairy products, snacks, etc. Being aware of the need for affordability during inflationary times, the company has brought out smaller packs, with value-for-money packs such as ₹10 sachets, so that premium products are made accessible to all people.
Britannia also has ventured into the health and wellness space, catering to the influx of health-conscious customers. The products range from products enriched with whole grains, fortified biscuits, and low-sugar alternatives that reflect the company’s willingness to align with health trends.
A Robust Distribution Network
Britannia has developed its network to ensure availability throughout India’s immense landmass. The company, with thousands of rural distributors, has bridged the gap between urban-centric production and remote consumer bases. The strategic expansion has enabled Britannia not only to tap the pipelines of the markets that it already serves but also to enter other untapped markets using its products to reach the remotest areas.
Britannia is leveraging e-commerce and modern trade channels to increase the levels of accessibility. The company has invested in these sectors that have helped it serve tech-savvy consumers who prefer the comfort of online shopping.
“Britannia is leveraging e-commerce & modern trade channels to increase the levels of accessibility
Strategic Partnerships for Diversification
Britannia’s diversification and premiumization are best shown by its joint venture with French cheese maker Bel SA. The company hopes to more than double the size of its cheese business in the next three years, adding new products and responding to changing consumer palates, by tapping Bel’s expertise. This is proof that the company is able to change with the market and diversify the product line and at the same time keep its core value of quality.
Mitigating Inflationary Pressures
Rising commodity prices continue to challenge FMCG players. Britannia has taken a pragmatic approach where prices can be maintained while optimizing processes for production to control costs. This strategy helps Britannia not to lose customer trust since consumers are not badly affected by market fluctuations.
It is the operational efficiency and sourcing focus of the company that gives it the ability to navigate inflation. By being proactive, Britannia can deliver consistent value to consumers through the supply chain optimizations that it implements.
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