Chapter 1

Britannia industries ltd

Site name- http://www.britannia.co.in/index.htm Addresses Registered Office 5/1/A Hungerford Street, Kolkata - 700 017 West Bengal Ph: 033 - 2287 0505 / 2287 2439 / 2287 2057 Fax: 033 - 2287 2501 Research & Development Centre 194, MTH Road, Padi, Chennai - 600 050 Tamil Nadu Ph: 044 - 3021 6000 Fax: 044 - 2625 8563 Kolkata 15, Taratola Road, Kolkata - 700 088 West Bengal Ph: 033 - 3043 7069 / 3043 7041 Fax: 033 - 2401 4456 / 2401 4451 Mumbai Reay Road East, Mazgaon Mumbai - 400 010 Maharashtra Ph: 022 - 3000 8500 Fax: 022 - 3000 8545 Executive Office Britannia Gardens, Airport Road (old), Vimanapura Bangalore - 560 017 Ph: 080 - 3940 0080 Fax: 080 - 2526 3265 / 2526 6063 Mumbai Office Neville House, 1st Floor Currimbhoy Road, Ballard Estate, Mumbai - 400 001 Maharashtra Ph: 022 - 2261 8071 Fax: 022 - 2262 6657 Chennai M T H Road, Padi, Chennai - 600 050 Tamil Nadu Ph: 044 - 3021 6000 / 3021 6001 / 3021 6002 Fax: 044 - 2625 8568 / 2625 4872 Delhi 33, Lawrence Road, New Delhi - 110 035 Ph: 011 - 3078 8000 Fax: 011 - 2718 3499

Odisha Plot no. F-21, Industrial Estate KHURDA - 752 057. Dist. Khurda, Odisha. Ph: 067465 50655

Uttaranchal Plot No.1, Sector 1 Integrated Industrial Estate Rudrapur, Pantnagar Udham Singh Nagar Dist. Uttaranchal 263 153. Ph : 05944 - 304814 / 304815 / 304816 Fax: 05944 - 250 202

Company profile
History Britannia started in 1892, as a biscuit company in Calcutta (now Kolkata) with an initial investment of Rs. 295. .

By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods

Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savour the results, happily ever after.

Britannia overseas In March 2007, Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East. Britannia and its Associates have acquired a significant stake in Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co SAOG. The two companies are key regional players in the biscuits, wafers and cookies segment in the GCC markets and export their products across the world.

Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer manufacturing companies in the Middle East. An ISO and HACCP certified company, SFIC is also a proud winner of the Dubai Quality Appreciation Certificate. It offers a wide spectrum of products under the brand Nutro, which is a leading biscuit brand in the Middle East.

Al Sallan Food Industries Co is one of the foremost companies for the production of cookies, rolls and chocolates. The products are well known under the brand name of Baker's Pride.

Milestones 1892

The Genesis - Britannia established with an investment of 295 in Kolkata Advent of electricity sees operations mechanised Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens

1910 1921

1939 - 44

Sales rise exponentially to Rs.16,27,202 in 1939 During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore

1975

Britannia Biscuit Company takes over biscuit distribution from Parry's

1978 1979 1983 1989 1992 1993

Public issue - Indian shareholding crosses 60% Re-christened Britannia Industries Ltd. (BIL) Sales cross Rs.100 crore The Executive Office relocated to Bangalore BIL celebrates its Platinum Jubilee Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL

1994 1997

Volumes cross 1,00,000 tons of biscuits Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer'

BIL enters the dairy products market

1999

"Britannia Khao World Cup Jao" - a major success! Profit up by 37%

2000

Forbes Global Ranking - Britannia among Top 300 small companies

2001

BIL ranked one of India's biggest brands No.1 food brand of the country Britannia Lagaan Match: India's most successful

promotional activity of the year

Maska Chaska: India's most successful FMCG launch BIL launches joint venture with Fonterra, the world's second largest dairy company

2002

Britannia New Zealand Foods Pvt. Ltd. is born Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

Economic Times ranks BIL India's 2nd Most Trusted Brand Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging

2003

'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again

2004

Britannia accorded the status of being a 'Superbrand' Volumes cross 3,00,000 tons of biscuits Good Day adds a new variant - Choconut - in its range Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

2005

Britannia launched 'Greetings' range of premium assorted gift packs

The new plant in Uttaranchal, commissioned ahead of schedule.

The launch of yet another exciting snacking option Britannia 50-50 Pepper Chakkar

2006

Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an international large sized biscuit pack.

Britannia acquires 51% stake in Bangalore-based bakery foods retailer Daily Bread.

2007

Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.

Britannia NutriChoice SugarOut range introduced - 1st of its kind of biscuits to be be launched in India with "No Added Sugar" (Variants - Chocolate Cream, Orange Cream, and Litetime)

2008

Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the goodness of 5 health Cereals, and sweetened with Natural honey. Britannia Nutrichoice promised consumers "Bhook Bhagao, Kuch Healthy Khao"

Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'.

2009

Britannia Launches ActiMind - A first of its kind milk based health drink for kids, which helps improve mental sharpness. Launch of ActiMind marked Britannia's entry into the beverage segment and has further extended its credo of 'Eat Healthy, Think Better' to 'Drink Healthy, Think Better' as well!!

Britannia NutriChoice Nature Spice Crackers launched Your favorite Cream Crackers, now made even more

exciting with the addition of "Sabut" Ajwain and Jeera spices.

Britannia takes full control of Daily Bread. Britannia Industries buys out New Zealand's Fonterra from existing dairy joint venture, Britannia New Zealand Foods (BNZF). BNZF became a 100 per cent Britannia subsidiary and was renamed Britannia Dairy Private Limited (BDPL).

Recognizing the changing global trends & health benefits of removing transfats, Britannia is the first Bakery brand in India to remove transfats from its products.

Wadia Group acquired stake holdings from Group Danone and becomes the single largest shareholder in BIL.

2010

50-50 Maska Chaska was re-launched with a new masaaledar twist - a delightful blend of butter and imported flavours along with sprinkling of masala in September 2010.

Tiger enters the Cookies category, with the launch of Krunch Cookies in October. These cookies are not only high on delight but also high on energy and have been created keeping in mind the needs of today's kids, These delightful cookies come in two exciting variants - Fruit & Nut and Chocochips and at an affordable price point of just Rs 5.

Brand NutriChoice, in keeping with its track record of launching differentiated healthy snacks, launched Diabetic Friendly Essentials on 14th November, a day that is world over recognized as World Diabetes Day. The range comprised of 2 variants - Oats Cookies and Ragi Cookies and is available in top Indian cities.

Britannia was presented the Master Brand 2010 Award by CMO Council in November 2010.

Rotary Club of Chennai awarded CSR Award to Britannia in November, for our work in nutrition.

2011

Always committed to constant innovation, Britannia launched Britannia Healthy Start in Mumbai in January 2011. Specially designed with Indian tastes in mind, Healthy Start is a complete range of ready-to-cook breakfast mixes of Upmas, Pohas, Porridges and Oats that are healthy, delicious, and take just 5 minutes to cook! This is the only product range in its category that combines the natural nutrition of multi-grains, 100% real vegetables, pulses and nuts all in one pack.

Britannia received the Most Respected Company Award 2011 from Businessworld.

Bourbon received the Most Popular Confectionery Product Preferred By Youth (Biscuit) Award.

IMCRBNQA (Indian Merchant Chambers Ramakrishna Bajaj National Quality Award) conferred the Manufacturing Performance Excellence Trophy a National Quality Award for the 2010 cycle, for Britannia Corporate Office (Bangalore), Britannia Industries Ltd. (Rudrapur) and Sunandram Foods Pvt Ltd (Mangaldoi, Guwahati).

Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011. These are delicious milk based beverages fortified with 5 active nutrients that help in the overall development of mind and body.

Britannia Bread launched its new range of Health Breads in Delhi in November. The range consists of Honey & Oats Bread, Multi-Grain Bread, 100% Whole Wheat Bread and Multi-Fiber Bread.

Delhi factory was adjudged as the winner for Outstanding Performance in Food Safety Excellence in the category of 'Large Food Businesses- Manufacturing', by CII. JBM was also recognized with Commendation Certificate for Strong Commitment to Excel in the Category of 'Medium

Food Businesses- Manufacturing' for the year 2011. The awards were given at the CII National Quality Summit held at Bangalore on 1st December 2011.

BRITANNIA was honoured with `CREATIVE HR PRACTICES AWARD' by Employer Branding Institute, India, on the occasion of 6th Employer Branding Awards ceremony held on the 10th of December 2011 at Hotel Taj Deccan, Hyderabad.

2012

IMC Ramakrishna Bajaj National Quality Award 2011 was awarded to Britannia Industries Limited, Bangalore, Bidadi, Delhi, Gwalior & Khopoli in the Manufacturing Category, at the Fifteenth IMC Ramakrishna Bajaj National Quality Awards and IMC Juran Quality Medal ceremony held in Mumbai on 6th April 2012.

Britannia Industries Limited Khurda was commissioned on 17th April 2012.

The Modern Trade team of Britannia was honoured with Winner-BEST BAKERY SUPPLIER award for the year 2011-12, at the 1st SPENCER'S Best Supplier Awards 2012 on 22nd June.

Britannia was awarded the Global Performance Excellence Award (GPEA) by Asia Pacific Quality Organization (APQO) at the 18th APQO/International Conference on Quality in Colombo, Sri Lanka on October 14. Britannia won this "Best In Class" award, an international recognition for its manufacturing units and the overall processes of performance excellence adopted by the company. Britannia is the only Indian food and manufacturing company to receive this award.

Britannia won Global award given out by 'World Quality Congress' at their award ceremony at Mumbai held on 22nd and 23rd November 2012.

2013

On the 17th January 2013, Britannia Industries Ltd, Kolkata was selected the winner of the GOLDEN PEACOCK NATIONAL QUALITY AWARD for the year 2012 by the Awards Jury under the Chairmanship of Justice P. N. Bhagwati, former Chief Justice of India and Member, UN Human Rights Commission.

Britannia was awarded "Manufacturing Supply Chain Award for End to End Customer Solution Excellence" on 23rd January 2013 at the Asia Manufacturing Supply Chain Summit (AMSCS) held in Mumbai.

Britannia bagged two National Quality Excellence Awards for 2013- one for Best End-to-End Customer Solution (Supply Chain), and the second, for Planning, Processes and Systems - on 14th February 2013 at Taj Lands End, Mumbai

We won the Namma Bengaluru Award for 2012, at the award ceremony held on 16th March 2013 in Bengaluru, in the Corporate Social Responsibility category for initiating and implementing Solid Waste Management.

Britannia bagged the prestigious IWLF Award for 'Solid Waste Management Project' and 'BNF' project at the International Women Leadership Forum held in Mumbai on 25th April 2013.

Industry Profile
Fast Moving Consumer Goods

FMCG Industry :

FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase Fast Moving is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year.

Three of the largest and best known examples of Fast Moving Consumer Goods companies are Britannia, Nestl, Unilever and Procter & Gamble.

The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India .

This has been due to liberalization, urbanization, increase in the disposable incomes and altered lifestyle.

. The lower-middle income group accounts for over 60% of the sector's sales. Rural markets account for 56% of the total domestic FMCG demand.

Vision Make Britannia the favourite food brand of a billion Indians and the best FMCG to work for and partner with. Transform Britannia from bakery products to healthy snacks- with an international presence. Secure #1 or 2 position for all our brands in chosen value spaces and markets. Create a business model that is hard to replicate.

Mission To dominate the food and beverage market in India through a profitable range of Tasty yet Healthy products by making every Indian a Britannia consumer. We want to be part of our consumer- at home, out of home, a natural part of his life.

Product range

In the history of 'Biscuit' the name is famous from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). Britannia Company is the largest manufacturer of biscuits, and snacks for over 120 years. The name itself proves that this product has high level of quality, nutrition and great taste. Britannia brands of Biscuits, Snacks and Dairy Products reaches to around 300 homes across India, and everyone love to eat them with more happiness and satisfaction. Britannia products are available in more than 3 Million shops in the world wide and this brand is world famous. Britannia is an Indian company, which holds larger share in the Indian Biscuit Market. Britannia has a leader which is mainly in the sector of Bakery and Dairy products. The company was founded in 1892 in Calcutta called as Britannia Biscuit Company. Out of all other products from Britannia, one of its famous brands Britannia Biscuits is famous for its taste which is sold all over the world at a reasonable and affordable price.

The products of Britannia Company consist of Biscuits, Snacks and Dairy Products. The objective of Britannia Biscuit Company is to help people enjoy life through healthy snacking which is available in all over the stores world-wide at any time, anywhere and everyday. The competitors for Britannia are the Biscuits sectors are Parle-G, Sun feast. Britannia Tiger Biscuits has big competition with Parle Biscuits called Parle-G. Britannia 50-50 Biscuits has a big competition with Parle Krack-jack Biscuits. Britannia cream Biscuits called Treat has huge competition with Sun Feast Cream Biscuits. Britannia Product list and its brand range Britannia Product focused on bringing more productive products and expanding the market rapidly. It was started in 1892. It has a history of over 120 years and its business has grown tremendously stepping at higher margin and satisfying consumer needs by giving superior quality of products. Their brand name including the features, quality, price, design etc. would help them in growth of rapid sales and keeping regular customer and choosing their product in the market. The products of Britannia Company were mainly consisting of Biscuits, Snacks and Dairy Products.

Britannia Products

The Britannia Products consists of the four sectors: Biscuits Sectors Bread, Cakes and Rusk Sectors Gift Sectors Dairy Products

Biscuits Sectors

Britannia Biscuits is famous world-wide for its taste which is sold at a reasonable and affordable price. Many millions of people enjoy eating biscuits which is a healthy snack and which is available in all over the stores at any time, anywhere and everyday.

Britannia Biscuits are further classified under below sectors: Kids Nutrition Treat or Luxury Snacking Adult Health

Kids Nutrition

Britannia Tiger Biscuits Milk Bikis

Treat or Luxury Biscuits which consist of cookies with Almond, Butter, Fruit, Wheat, and Milk are fond of everyone, kids, adult, old or new generation. Britannia brings wide variety of such Biscuits which gives consumers to choose wide range of these products and enjoy the benefits under Treat and Luxury Sectors.

Britannia Cookies Britannia Good Day Biscuits Britannia Nice Time Biscuits Britannia Treat Biscuits Britannia Pure Magic.

Snacking

Biscuits which are consumed as snacks are of the best products of Britannia Company. These snacks are fond of everyone, kids, adult, old or new generation. Britannia brings wide variety of such Snacks which gives consumers to choose wide range of these products and enjoy the benefits under snacking sectors.

Types of Biscuits under snacking sectors: Britannia 50-50 Time Pass Little Hearts Bourbon

Adult Health Biscuits which are consumed by adult which are good for health as it consists of vital nutrients and vitamins, oats, Honey, Fibre, Ragi, 5 Grain, and Multigrain and are referred as the best products of Britannia Company. Britannia brings wide variety of such biscuits which gives consumers to choose wide range of these products and enjoy the benefits under adult health sectors.

Types of Biscuits under Adult Health sectors: Britannia Marie Biscuits Britannia Nutri Choice Biscuits

Bread, Cakes and Rusk Sectors Bread, Rusk sectors Bread and Rusk which are consumed by adults, kids and by all generation of people consists of vital nutrients and vitamins, Honey & Oats, Multi-Grain, Whole Wheat, and Multi-Fiber.

Britannia brings wide variety of such Bread and toasted Rusk which gives consumers to choose wide range of these products and enjoy the benefits under Bread and Rusk sectors. Britannia Bread Britannia Toasted Rusk

Britannia Bread

Britannia Bread launched Health Breads in Delhi on Nov 14, 2011. This new range of breads consists of Honey & Oats Bread, Multi-Grain Bread, 100% Whole Wheat Bread and MultiFiber Bread. Upto the year 1958, there were no consumption of bread and there was only one unit in Delhi. Further in the year 1963, Britannia was the first branded sector in the bread market which offers 400 grams and 800 grams plain white sliced bread. The main reason of introducing quality bread was to bring to the consumers about the concept of bread i.e "Eat Healthy and Think Better". Types of Bread: Honey & Oats Bread Multi-Grain Bread Multi-Fiber Bread 100% Whole Wheat Bread

Britannia Toasted Rusk The toasted Rusk was launched by Britannia in the year 2005. This was the best product of Britannia and served as the best breakfast in the morning. These Rusk are prepared with the finest flavour and ingredients and baked with good taste of each bite. The best toasted Rusk is the Suji Toast.

Cake sectors Every kid, adult and all generation of people love the slice of cake which are yummy and sweet. These are fast moving products and are consumed very faster once purchased from the market. The prices are very reasonable and are affordable by all generation of people.

Cakes are served at any time, during breakfast, snacks, in the afternoon or in the evening, and mainly in the weddings and birthday's parties, and festivals such as Christmas, and New Year eve.

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Types of Cakes: Bar Cakes People who are very busy during the day, this Bar cakes are very helpful for them which comes as a Soft, and delicious to consume and termed as the ideal snack during any time. It has many flavours such as Fruit, Butter Sponge, Chocolate, Pineapple, Milk, Vanilla, Chocolate and Orange. Cup Cakes This is best product in the Britannia's Cake sector as this is preferred by all generation of people which is served as the best and easy breakfast for those who don't have much time to eat at home. This cup cake can be consumed during any place, any moment in the car or in the movie place etc.

Chunk Cakes This cake is soft and juicy with real fruit that makes any one to bite them and ready to consume it at any place or office. The price is very reasonable which is ranging from Rs 5 to Rs 6. Britannia Veg Cakes

This is the best product for those who are vegetarian and this is without egg. This is eggless cake which can be consumed by those who are not non-vegetarian. This is the best product for them and it is a great tribute for each and every vegetarian people. It has flavour which is Twisty Fruity Price and sizes: Rs. 15/- for 75 gm pack.

Britannia Cheese Product

Britannia Company has the largest range of cheese in India. The cheese products are made with high-quality and cow's milk. This cheese is very tasty to eat and a healthier food for the entire family. These are available in various pack sizes and flavours which provide a variety of fast and healthier food and recipes for family, relatives and any guests who come to house without informing. This is also kids special as many kids like to eat them during lunch break. Britannia Cheese is available in Blocks, Cubes, Spreads, Slices and types of cheese sold are Pizza Cheese, Low-fat cheese and Cream Cheese.

Products available under cheese are Cream Cheese, Slimz Cheesy Slices, Cheese Slices Calcium Plus, Cheese Slices with Asli Pepper, Cheese Slice Plain, Cheese Cubes Sour Cream & Onion, Cheese Cubes Classic, Cheese Cubes Masala Mania, Cheese Cubes Mirchi Poppers, Slimz Cheesy Spread, Cheese Spreadz Mexican Mirchi, Cheese Spreadz Minty Coriander, Cheese Spreadz Peppy Cilantro, Cheese Spreadz Sour Cream & Onion, Cheese Spreadz Classic, Cheese Spreadz Asli Pepper, Cheese Spreadz Classic 180gm, Cheese Block

400gm, Cheese Block 1Kg, Cheese Natural Cheddar, Cheese Tin 400gm and Cheezza Cheese for Pizza. Britannia Butter Product Britannia Butter is yellow in colour with great taste and can be spread over even after refrigerating it. Britannias Butter is made from pure cows milk. It can be used as a spread on bread, or on parathas, or in baking or frying. Britannias Butter is available in two pack of 100gm and 500gm each.

Britannia Ghee Britannia's Ghee is well known for its purity and taste and famous all over India. It is the only national brand in ghee sector for Britannia. The Ghee made is pure and from cow's milk which is enriched with Vitamin A, E etc. This Ghee is available in packs, pet jars, pouch refills, cartons and tins. It is said that Britannia Ghee can be stored for a year without refrigerating it and the Ghee will be pure and nature.

Britannia Milk Britannia brings an exciting surprise by introducing Milk products. The milk available is toned and skimmed milk slimz made from fresh cow's milk. For every sip you have Britannia Milk brings goodness and freshness with the promise of purity and good health and fitness.

A Britannia new product which is Slimz Milk is with Zero percent Fat and Zero percent Cholesterol. Every slip brings you stay fit and feel good and healthier.

Britannia Gourmet Cheese

Britannia Gourmet Cheese brings the world cheese to the door step of each and every Indian consumer. The Britannia Gourmet Cheese comes with two types one is Emmental which is Swiss Cheese and other is Gouda which is Dutch Cheese.

Emmental Cheese Gouda Cheese

Britannia Dahi Britannia Daily products introduce Dahi to bring tasty and sweetness in every sip and to make the entire family happy. This dahi is made from fresh milk and is 100% pure and healthy.

Size

Organisation Structure

Name Mr. Nusli Neville Wadia Ms. Vinita Bali Mr. A.K.Hirjee Dr. Ajai Puri Mr. Avijit Deb Mr. Jeh N Wadia Mr. Keki Dadiseth Mr. Nasser Munjee Mr. Ness Nusli Wadia Mr. Nimesh N Kampani Mr. S.S.Kelkar Dr. Vijay L. Kelkar

Designation Chairman Managing Director Director Director Director Director Director Director Director Director Director Director

Market share and position

Major Players in the Industry

Britannia industries ltd.(bil) Parle ITC Ltd. Surya Foods & Agro Ltd. (PRIYA GOLD) AMUL Nestle India

In the 21st Century, Britannia strode as one of India's biggest brands and the pre-eminent food brand of the country. It was also equally recognized for its Innovative approach to products and marketing. Britannia- its Market Share and Overview

BIL is the leading player in Bakery Products (Biscuits, Bread, Rusk and Cake). It enjoys market leader ship in Biscuits with 39 % market share in terms of value. It owns key brands like Tiger, Good Day and Marie Gold.

There are six brands contributing to 90% of its sales. Each of these brands generate sales exceeding Rs.1 billion and these brands include Good Day, Tiger, 50:50,Treat, Milk Bikis, and Marie Gold. The company wants to give a special thrust on these brands for better margin. New variants in these brands, attractive packaging formats and introduction of small SKUs are expected to give volume growth in the domestic market. In the last year these brands achieved doubledigit growth. BIL enjoys market leadership in all the sub-categories of biscuits, except in the Glucose category where Parle is the leader. A strategic acquisition of 50% stake in Bangalore based Daily Bread gives footholds in premium breads, cakes and high end ready to eat foods and snacks. BIL is looking forward to increasing its stake in it from current stake of 50%. Britannia is playing aggressively in the Out Of Home Consumption market, which has Enormous potential. The low unit products help in broadening the customer base. Small and convenient SKUs attract more consumers to consume these, while they are outside the home. Chota tiger has been launched at Rs.2/- for 50 gms similarly Marie gold has been launched at Rs.5/- for 75 gms, 25 gms of Little Heart at Rs.4/-.We believe that OOH category will contributes about 7-8% of total sales in next two to three years.

Interaction with people

Mr Ajay Bhasin Regional HR Manager Mr Sandeep Kaul HR Officer Ms. Vandana HR Officer Mr Shailender Area Sales Manager (U.P) Mr Sudip Sana - Area Sales Manager (U.P) Mr Zafar- Area Sales Manager (U.P)

Chapter -2

Swot Analysis
Threat of New Entrants Medium Hard for a new entrant due to high product differentiation & a strong distribution network Extremely price sensitive industry & therefore not much flexibility to increase prices Depends on the agricultural sector for wheat Low growth rate of 13% VAT of 12.5% and an excise duty of 8% Rivalry among existing firms - High 3 main players- Britannia, Parle, and ITC Ltd. (PriyaGold and Bakeman regional) Britannia & Parle hold almost equal market share, ITC ltd holds a lower market share Hence, they keep a close watch on the changing strategies of each other Bargaining power of suppliers High Wheat is the main ingredient required for baking biscuits. During inflation they purchase wheat at the price quoted by the farmers as wheat does not have a close substitute. Threat of Substitute Products Medium The substitutes of biscuits are namkeens, chips, potato wafers etc. but biscuits have become a part of peoples everyday life. Biscuits are a low priced commodity, hence a small increase in price would be acceptable in urban areas but may cause a shift to substitutes in rural areas Bargaining power of buyers - High Consumers have option of shifting brands according to their liking of price, quality and taste. Hence not much flexibility to biscuit manufacturers to increase price or compromise of quality. Also, consumers are going for bulk purchases at cheaper rates from bakery stores.

Best Practices
FIFO (First in first out) Kaizen TQM ISO 22000 Automated process for sales and replenishment