MAKEOVER OF BRITANNIA In 1997, BIL, whose business seemed to be doing we , inste!d o" #on#ent$!ting on it, %i$tu! & #h!

$ted ! new #ou$se b& see'ing to $ein%ent itse "( It bui t ! new #o$)o$!te identit& !nd !do)ted ! #o o$"u !nd identi"i!b e ogo with ! new b!se ine * +E!t ,e! th&, Thin' bette$(+ F$om being ! m!nu"!#tu$e$ o" b!'ed )$odu#ts, BIL 'i#'ed o"" ! di%e$si"i#!tion e-e$#ise to be#ome ! #om)$ehensi%e "ood !nd be%e$!ges #om)!n& m!'ing #heese !nd othe$ d!i$& )$odu#ts, in !ddition to its b!'e$& )$odu#ts( BIL seemed to be doing something $!di#! b& %entu$ing into tot! & new !$e!s, whi e this )u.. ed m!n&, some !n! &sts "e t th!t it w!s BIL w!s doing this out o" #om)u sion( The& $e!soned th!t the 1/0 g$owth $!te o" BIL s! es, whi#h w!s 1ust 20 in $e! te$ms when #o$$e#ted "o$ in" !tion, though good b& the st!nd!$ds o" ! m!tu$e m!$'et, w!s not good enough "o$ ! g$owing m!$'et i'e Indi!, s)e#i! & in the "oods segment( Othe$s "e t th!t BIL+s m!'eo%e$ de#ision m!& h!%e been in" uen#ed b& the th$e!t o" )otenti! #om)etition( The& ! so "e t th!t with the o$g!nised bis#uit m!$'et in Indi! being #ommoditised, !nd the m!1o$ #hun' being #ont$o ed b& the unb$!nded segment, $e i!n#e on bis#uits ! one #ou d be det$iment! to its ong*te$m inte$ests( ,owe%e$, some !n! &sts we$e o" the o)inion th!t the di%e$si"i#!tion o" BIL into $e !ti%e & new !$e!s w!s $is'&, !nd th!t it shou d h!%e #on#ent$!ted on its #o$e #om)eten#e, the bis#uit business( B& the end o" 3444 the e-) oits o" BIL seemed to h!%e "$u#ti"ied, !t e!st in the sho$t*$un( In ! su$%e& BIL eme$ged !s the numbe$ one "ood #om)!n& we !he!d o" #om)etiti%e b$!nds i'e Nest e !nd 5!dbu$&( BIL+s d!i$& business seemed to be doing $e!son!b & we ( In the #heese segment it stood se#ond with !bout 670 m!$'et sh!$e( In the b!'e$& segment ! so it w!s doing we , with its bis#uits business m!'ing signi"i#!nt in$o!ds( Its )ositioning ) !n', +E!t ,e! th&, Thin' Bette$+ ! so seemed to h!%e st$u#' the $ight #ho$d with its #ustome$s( FLA8,BA5K 1293 * In#e)tion !s ! sm! house m!nu"!#tu$ing bis#uits in #ent$! 5! #utt! with !n in%estment o" Rs 397( 1297 * The 9u)t! B$othe$s !#:ui$ed the business, !nd mo%ed the o)e$!tions to ;um ;um, ! subu$b o" 5! #utt!, unde$ the n!me o" V(8(B$othe$s( 1912 * An Eng ish businessm!n 5(,(,o mes 1oined !s ! )!$tne$( 1912 * The BIL Bis#uit 5om)!n& <BB5o= w!s $egiste$ed( 193> * BB5o est!b ished its se#ond "!#to$& !t Mumb!i( 197> * BB5o !#:ui$ed the ;e hi Bis#uit 5o !nd beg!n the m!nu"!#tu$e o" s i#ed !nd w$!))ed b$e!d in ;e hi( 19/1 * The )$odu#tion o" b$e!d w!s st!$ted in Mumb!i(

19/7 * The #om)!n& set u) ! "ou$th "!#to$& "o$ the m!nu"!#tu$e o" bis#uits !nd b$e!d in 5henn!i( 1971 * BB5o di%e$si"ied into se!"ood( 1976 * An integ$!ted )$o#essing !nd "$ee.ing ) !nt "o$ se!"ood w!s #ommissioned !t Th!ne( 197/ * B$e!d w!s int$odu#ed in 5! #utt! with the #ommissioning o" two mode$n indigenous & "!b$i#!ted !utom!ti# b!'ing ) !nts( 1972 * BB5o #!me out with ! )ub i# issue !s ! $esu t o" whi#h the Indi!n )ub i#+s sh!$eho ding #$ossed /40 !nd the "o$eign sh!$eho ding <whi#h w!s 76(670 he d 1oint & b& 5ont$o Nominees Ltd( !nd Asso#i!ted Bis#uits Inte$n!tion! Ltd, both o" the ?K=, de#$e!sed to ess th!n >40( 1979 * In O#tobe$ the #om)!n&+s n!me w!s #h!nged "$om B$it!nni! Bis#uits 5om)!n& to B$it!nni! Indust$ies Limited <BIL=( 1921 * R!1!n @i !i, ! non*$esident Indi!n bought ! 70 sh!$eho ding in BIL( 1922 * @i !i bought Asso#i!ted Bis#uits Inte$n!tion! Ltd( <ABIL=, "o$ A>> mi ion <mn=, whi#h !t th!t time h!d ! 620 st!'e in BIL( 1996 * 9$ou)e ;!none w$ested the m!n!gement #ont$o o" BIL "$om R!1!n @i !i in ! hosti e t!'e*o%e$ e!ding to ! #om) e- ho ding st$u#tu$e !t BIL( 1997 * Nus i B!di! bought 740 o" ABIL !nd be#!me BIL+s 1oint owne$( 9$ou)e ;!none, whi#h ti then he d >>0 in BIL, di%ested 330 in "!%ou$ o" B!di!( +FOO; FOR T,O?9,T+ BIL, sin#e its in#e)tion h!d been m!in & in%o %ed in the m!nu"!#tu$e o" bis#uits, whi#h #ont$ibuted !$ound 270 o" its $e%enues <1997=( The biggest )$ob em then, "o$ the 24* &e!$*o d BIL w!s th!t its n!me w!s st$ong & !sso#i!ted b& #ustome$s with bis#uits <o$ mo$e b$o!d & b!'e$& )$odu#ts=( Bith the de*$ese$%!tion o" bis#uits "$om the sm! se#to$ !nd #ommoditis!tion o" the Rs 6744 #$o$e bis#uit m!$'et, #ou) ed with #utth$o!t #om)etition !"te$ the ent$& o" mu tin!tion! s !nd st!gn!ting net )$o"its, BIL oo'ed "o$ ! "$eshe$ !))$o!#h to su$%i%e !nd )$os)e$( BIL $e! ised th!t it wou d h!%e to s#! e u) its m!$'eting st$!teg& in its m!in ine o" business !nd in !ddition t!) new "ood #!tego$ies to g$ow( One $e!son wh& BIL seemed to h!%e wo'en !te w!s th!t the #om)!n& didn+t h!%e ! )$o)e$ )!$ent unti the F$en#h "ood !nd be%e$!ges m!1o$, ;!none, !#:ui$ed RCR N!bis#o+s ho ding in the #om)!n&( BIL seemed to h!%e $e! ised th!t the time h!d #ome to #h!nge the $u es o" the g!me( It #$!"ted ! m!'eo%e$ ) !n to di%e$si"& into new but $e !ted !$e!s, !nd !t the s!me time #onso id!te !nd im)$o%e its #o$e business, bis#uits( B& doing so BIL ho)ed to $em!in the m!$'et e!de$ in bis#uits !nd be#ome ! m!1o$ ) !&e$ in $e !ted businesses ! so(

;ONNIN9 A NEB LOOK As ! "i$st ste) in its m!'eo%e$ ) !n, BIL hi$ed ! @!$is b!sed design studio* 8hining 8t$!tegi# design, to #$!"t ! new ogo !nd #o$)o$!te s og!n( Its wo$' in%o %ed unde$st!nding the )e$#ei%ed !nd )otenti! %! ue o" the b$!nd whe$e e%e$&thing "$om #o ou$s !nd s&mbo s to the t&)e"!#e, w!s e%! u!ted( The wo$' ! so in%o %ed oo'ing !t the )otenti! o" the m!$'et !nd seeing whe$e BIL #ou d %entu$e in "utu$e( Rese!$#h showed th!t the b$!nd +B$it!nni!+ w!s s&non&mous with t$ust !nd :u! it&, !nd the wide )o$t"o io o" )$odu#ts w!s seen !s ! sou$#e o" st$ength( But, BIL w!s !iming !t "!ste$ g$owth, b& e-)!nding its business within the b!'e$& segment !nd in se e#t s&ne$gisti# !$e!s( 5onsume$ $ese!$#h #ondu#ted with these s)e#i"i# ob1e#ti%es in mind, b$ought to the "o$e two 'e& issuesD 1( A though the b$!nd h!d t$emendous st$ength !sso#i!ted with it, it needed to #ommuni#!te mode$nit& st$ong &( 3( It needed to !ssu$e the #ustome$s th!t !)!$t "$om being ! t$usted !nd ! "!mi i!$ b$!nd, it w!s ! so ! #ontem)o$!$& one, !nd #h!nged with the times( The "!#t th!t the e-isting b$!nd w!s too # ose & !sso#i!ted with the b!'e$& business, #ou d h!%e been ! hind$!n#e to BIL+s di%e$si"i#!tion e""o$ts( The$e"o$e, B$it!nni! needed ! mo$e d&n!mi# e-)$ession( 8o the$e w!s ! need to $est!ge the ogo, with the twin ob1e#ti%es o" #ommuni#!ting mode$nit& !nd d&n!mism( Bhi e de%e o)ing the new ogo !nd b$!nd st!tement, the e-isting $ed !nd white shie d i'e unit w!s $et!ined with ! mode$n $endition( The new #o$)o$!te identit& h!d th$ee #o ou$s $ed <s&mbo ising ene$g& !nd %it! it&=, g$een <nut$ition !nd "$eshness= !nd white <)u$it&= whi#h #o e#ti%e & $e)$esented wh!t #onsume$s oo'ed "o$ in "oods !nd be%e$!ge( Rese!$#h h!d shown th!t the b$!nd st!tement, E!t ,e! th&, Thin' Bette$, #!)tu$ed the essen#e o" the Indi!n #on#e)t o" the unit& o" bod& !nd mind( ;u$ing the de%e o)ment! )$o#ess, #!$e h!d to be t!'en to ensu$e th!t the$e w!s !de:u!te $e)$esent!tion o" ! so#i! e#onomi# st$!t! in u$b!n !nd $u$! Indi!, "o$ +B$it!nni!+ !s ! b$!nd, #ut !#$oss ! #$oss*se#tion o" #onsume$s( The $ed w!%e #ommuni#!ted the d&n!mi# !nd ene$geti# mo%ement o" BIL( An! &sts "e t th!t the $edesigned shie d m!de BIL )owe$"u !nd w!s the identi"&ing st$o'e th!t #ommuni#!ted the inno%!tion !nd "utu$isti# )owe$ o" BIL !nd th!t the $edesigned t&)og$!)h& m!de BIL %e$& #ontem)o$!$& !nd ess indust$i! ( The $oundness #ommuni#!ted the %! ue o" n!tu$e E!t ,e! th&, Thin' Bette$( The #on#e)t #ommuni#!ted )e$"e#t & BIL+s )otenti! %! ue "$om )h&si#! to ment! bene"its( 8!id A !gh, E The new #o$)o$!te identit& wi testi"& to the im) i#it <good= :u! it& o" ! ou$ )$odu#ts !nd ! ou$ )$odu#ts !nd #o ou$s st!nd "o$ things we oo' "o$ in ! "oods !nd be%e$!gesFE T,E BALAN5IN9 A5T Fo$ BIL, the new identit&, !id the b!se to )$o1e#t its "utu$e !s ! su##ess"u "ood #om)!n&* ! #om)!n& th!t )$o%ided high :u! it& !nd t!st&, &et he! th& "oods !nd be%e$!ges( An! &sts "e t th!t BIL seemed to h!%e $e! ised th!t its #ustome$s we$en+t $e! & bu&ing bis#uitsG the& we$e bu&ing he! th, nut$ition, !nd "ood( I" it w!s nut$ition, not bis#uits, th!t the #ustome$ w!s bu&ing when he bought B$it!nni!, BIL #ou d e!si & e-tend the b$!nd to othe$ m!$'ets whe$e the #ustome$ oo'ed "o$ nut$ition in e%e$& )u$#h!se( It

w!s ! $e)ositioning th!t did not h!%e !n& int$insi# bound!$ies !nd BIL, b& t!'ing ! he!th ) !t"o$m #ou d ente$ othe$ m!$'ets( As ! )!$t o" its m!'eo%e$ ) !n, BIL $ein"o$#ed its st$ength in bis#uits <!nd mo$e b$o!d & B!'e$& business= b& see'ing to #onso id!te !nd im)$o%e its e!de$shi) )osition using !gg$essi%e m!$'eting st$!tegies( The b!'e$& business is the )i !$ !nd we w!nt to st$engthen th!t "i$st(E To ensu$e th!t the #o$e business w!s not side ined, BIL b$ought !bout #h!nges in the m!n!gement st$u#tu$e unti th!t the$e we$e two # e!$ di%isionsD B!'e$& !nd ;!i$&*e!#h o)e$!ting !s inde)endent )$o"it #ent$es( BIL $e*)ositioned e!#h one o" its bis#uit b$!nds on ! new ) !t"o$m !nd ensu$ed th!t e!#h b$!nd h!d ! b!se st!tement m!'ing # e!$ the +highe$ o$de$ bene"its+ o" the b$!nd( BIL used #ombin!tions o" )$i#e !nd !))e! to st$!dd e e%e$& segment o" the m!$'et, #h! enging ! e%e s o" #om)etition( BIL h!d st$u#tu$ed ! wide $!nge o" )$i#e*)ointsD "$om Re 1 "o$ ! s!#het o" Tidbits to Rs 13 "o$ ! )!#' o" 14 9ood ;!& @ist! B!d!m #oo'ies, to Rs 17 "o$ ! 144 gm )!#' o" 5hee. ets( Li'ewise, BIL h!d st$!dd ed the s)e#t$um o" segments with di""e$ent )$odu#t*bene"its, ! o" whi#h on & $ein"o$#ed the mothe$ b$!nd+s new ) !t"o$m( In $eg!$d to b$!nd bui ding, BIL "o owed the st$!teg& o" +b$!nd # uste$ing+( The st$!teg& w!s to et +B$it!nni!+ $em!in the mothe$ b$!nd unde$ whi#h ! # uste$ o" sub*b$!nds wou d be )$esent "o$ s)e#i"i# )$odu#t #!tego$ies( Bhi e the umb$e ! b$!nd wou d !#t ! gu!$!ntee "o$ the #onsume$s, the sub*b$!nd w!s used to gi%e "o#us !nd distin#t im!ges "o$ its new )$odu#t #!tego$ies !nd businesses to get e#onomies "$om b$!nd bui ding( An! &sts "e t th!t ! #om)!n& i'e BIL, wh#ih wished to #!te$ to ! %!$ied #ustome$*b!se, needed to )ossess ! !$ge )o$t"o io o" b$!nds, with di""e$ent ?8@s, )ositioned !t di""e$ent )$i#e*)oints, &et uni"ied unde$ ! uni:ue & di""e$enti!ted mothe$ b$!nd( Bith this in %iew, BIL $e%!m)ed its bis#uit business( At the ow*end )$i#e*)oint, w!s the +Tige$+ b$!nd, ! E#! #ium*en$i#hedE g u#ose bis#uit !un#hed in 1997, whi#h !#ted !s the umb$e ! b$!nd "o$ the m!ss m!$'et( ?nti then, BIL h!d "o#ussed on the midd e !nd )$emium segments o" the bis#uit m!$'et, e!%ing @!$ e+s @!$ e 9 to $u e the m!ss m!$'et( Bith the m!ss segment !##ounting "o$ h! " o" the uno$g!nised m!$'et, it seemed st$!tegi#! & im)o$t!nt "o$ BIL to m!'e in$o!ds into the s!me( The$e"o$e, !s ! )!$t o" its new ) !n to !tt!#' the m!ss m!$'et, BIL !un#hed the +Tige$+ b$!nd !nd )ositioned it !s ! +he! th"o$#e bis#uit+ !s #onsume$ $ese!$#h showed th!t good he! th w!s the o%e$whe ming #onside$!tion when mothe$s #hose sn!#'s "o$ thei$ #hi d$en( An! &sts "e t th!t sin#e 9 u#ose h!d be#ome ! gene$i# b$!nd, BIL b& est!b ishing ! new b$!nd w!s # e!$ & di""e$enti!ting its 9 u#ose bis#uits "$om othe$s( The +Tige$+ b$!nd e%entu! & seemed to h!%e been ! huge su##ess with its )$odu#ts, Tige$ 9 u#ose <Rs 7 "o$ ! 144*gm )!#'= !nd Tige$ 5!shew B!d!m <Rs / "o$ 77 gm= togethe$, !#hie%ing within ! &e!$ o" thei$ !un#h ! tu$no%e$ o" Rs 144 #$o$e !nd ! m!$'etsh!$e o", 640 in the g u#ose bis#uits segment( BIL then "o#used on its #o$e bis#uit b$!nds* M!$ie, Thin A$$ow$oot, !nd Mi ' Bi'is*whi#h "!#ed #om)etition "$om simi !$ & b$!nded ! te$n!ti%es i'e B!'em!n+s Eng ish M!$ie, Mi '! Bis#uits, !nd @$i&! M!$ie( In o$de$ to o%e$#ome the #om)etition, BIL di""e$enti!ted its b$!nds b& b$inging them unde$ the +E!t ,e! th&, Thin' Bette$+ b!nne$ !nd gi%ing them # e!$ &*de"ined )ositioning( Fo$ Mi ' Bi'is, t!$geted !t #hi d$en, BIL !un#hed %!$i!nts i'e Mi ' Bi'is Fun !nd, whi#h we$e !nim! *sh!)ed bis#uits( M!$ie w!s $en!med M!$ie 9o d, !nd

)ositioned !s ! te!*time bis#uit( Thin A$$ow$oot w!s $en!med C!#ob+s Thin, with its )osition !s the ow*#! o$ie he! th bis#uit $einst!ted( In 1999, BIL $e !un#hed its ow* #! o$ie, high*nut$ition b$!nds*Thin ite, 5$e!m 5$!#'e$, !nd ;igesti%e unde$ the Nut$i#hoi#e umb$e !, t!$geting the "!st*g$owing he! th*#ons#ious segment( BIL seemed to be :ui#' in g!uging the $ising dem!nd "o$ )$odu#ts in the im)u se #!tego$& o" sn!#'s <e(g( #hi)s !nd #ho#o !tes=( A##o$ding &, BIL #!me u) with t$endie$ )$odu#ts i'e Litt e ,e!$ts, @u$e M!gi#, !nd 5he''e$s, t!$geting the unde$*3> u$b!n #onsume$, )ositioning them with st!tements the& identi"ied with( Fo$ e-!m) e +;i$e#t ;i 8e+ "o$ Litt e ,e!$ts, +Fu O" T!ste And Fun+ "o$ @u$e M!gi#, !nd +Fo$ The ?)s And ;owns In Li"e+ "o$ 5he''e$s( In 1999, BIL h!d !un#hed 8n!-, ! ine o" ethni# sn!#'"oods using ow*"!t oi s !nd h&gieni# )$o#esses, in 6 %!$i!ntsD 5! #utt! K! 5h!n! 5hoo$, Bi'!ne$ K! Bhu1i&!, !nd R!1!sth!n K! A oo Bhu1i&!, with !n e&e on the ! most Rs 1244 #$o$e sn!#' m!$'et in Indi!( In the segment o" +b$e!ds+ whi#h #ont$ibuted !bout /0 o" the #om)!n&+s tot! $e%enues, BIL+s )$esen#e w!s $est$i#ted to ! "ew #ities( In the "!#e o" in#$e!sing #om)etition, it de#ided to st$engthen its b$e!d business in the southe$n st!tes !nd w!s se$ious & oo'ing "o$ !#:uisitions !nd m!nu"!#tu$ing tie*u)s in th!t $egion( It ! so ) !nned to e%e$!ge the 'e& st$ength o" the d!i & dist$ibution s&stem o" its b$e!d business in its new %entu$es i'e mi '( Bith ! %iew to boosting %o umes, BIL ! so #h!nged its )!#'!ging st$!teg& b& !un#hing bis#uits in sm! s!#hets( It !un#hed the ow*)$i#ed s!#hets, +Tige$ Ti'is*nibb ets+ )$i#ed !t Re 1*t!$getting the m!ss m!$'et( BIL simu t!neous & $e%!m)ed its dist$ibution #h!nne s, in#$e!sing its $et!i dist$ibution netwo$' to mo$e th!n 1(34 mi ion out ets( To in#$e!se )enet$!tion, mo$e th!n h! " o" the new out ets se$%i#ed, we$e in the $u$! !nd semi*u$b!n m!$'ets*! b$e!' "$om the )!st, when BIL+s dist$ibution w!s distin#t & s'ewed tow!$ds u$b!n Indi!( As )!$t o" its st$!teg& to $edu#e its de)enden#e on bis#uits, BIL sought to di%e$si"& its )$odu#t )o$t"o io to in# ude #!tego$ies th!t "itted within its o%e$! ob1e#ti%e o" t$!ns"o$ming itse " into ! "ood #om)!n&( BIL t!$geted segments whe$e it h!d the )otenti! o" #!)tu$ing eithe$ the numbe$ one o$ numbe$ two )osition( 8!id A !gh, E I !m not into )ionee$ing new e!ting h!bits( On the #ont$!$&, we w!nt to #!)tu$e the essen#e o" the Indi!n #onsume$( 8o we wi be ente$ing on & those !$e!s whi#h wi "o$m )!$t o" the d!i & e!ting h!bits o" !n Indi!n home !nd o""e$ eithe$ high %o ume o$ high %! ue(E An! &sts "e t th!t wh!t BIL h!d done w!s to bui d on the #om)!n&+s ! $e!d& su##ess"u b$!nd( Bith the b!si# motto o" +e!t the BIL )$odu#t &ou i'e, but e!t,+ the #om)!n& )$o%ided the #onsume$ with !n o)tion !t ! times o" #onsum)tion <othe$ th!n the m!in me! s o" un#h !nd dinne$=( The unde$ &ing )hi oso)h& w!s to )$o%ide +t!st& &et he! th&+ sn!#'s th!t one #ou d e!t !nd d$in' th$oughout the d!&, in sho$t, ! )$odu#t "o$ e!#h o##!sion !nd "o$ e%e$& #onsume$( BIL s!w !n o))o$tunit& in the d!i$& segment !s it h!d on & one !$ge ) !&e$, Amu ( Its st$!teg& w!s to bui d on the st$ong !""init& th!t Indi!n #onsume$s h!d "o$ mi ' !nd mi ' )$odu#ts in its di!$& %entu$e( BIL w!nted to do in d!i$& )$odu#ts wh!t it h!s done in bis#uitsD #o%e$ ! segments( 8!id A !gh ++As with othe$ !$ge m!$'ets, we wi see' to

segment the m!$'et "o$ d!i$& )$odu#ts too( This #ou d me!n th!t ou$ )o$t"o io wi in# ude )$emium b$!nds, with ! high deg$ee o" %! ue*!ddition, !s we !s )o)u !$*)$i#ed b$!nds th!t #ou d !dd #$iti#! m!ss(++ BIL ente$ed the d!i$& segment in 1997 with #heese !nd mi ' )owde$ o$ d!i$& whitene$s( B& 3444, BIL #!)tu$ed !bout 670 o" m!$'et sh!$e o" the #heese m!$'et !nd 340 in the d!i$& whitene$ segment( It !un#hed butte$ in 1992, " !%ou$ed mi ', sub*b$!nded +.i)si)+ in tet$! )!#'s in 1999 !nd ghee in Feb$u!$& 3444( The #om)!n& $e !un#hed its enti$e d!i$& business in !te A)$i 3444 b& b$inging it unde$ the +Mi 'm!n+ n!me( The )$i#ing, #ommuni#!tion, )!#'!ge, design h!d ! been $e%!m)ed( The wo$d +" !%ou$ed+ w!s d$o))ed "$om the mi ' $!nge, !s $ese!$#h h!d shown th!t in Indi!, the wo$d +" !%ou$ed,+ #onnoted +!$ti"i#i! + to #onsume$s( BIL+s di%e$si"i#!tion $e" e#ted its )!$ent, ;!none+s )o$t"o io( E%e$ sin#e it got #ont$o o" BIL, ;!none h!d been )$o%iding it te#hno og& in bis#uits !nd )!st$ies( ;!none+s biggest business, d!i$& )$odu#ts, w!s the d$i%ing "o$#e "o$ BIL+s di%e$si"i#!tion( ,owe%e$, d!i$& )$odu#ts !##ounted "o$ ! me!g$e 90 o" BIL+s tu$no%e$( But BIL ho)ed th!t w!s going to #h!nge( 8!id A !gh, ++In the ne-t 6 &e!$s, we e-)e#t new businesses to #ont$ibute !bout ! :u!$te$ o" ou$ tu$no%e$(++ T,E ROA; A,EA; BIL+s m!'eo%e$ ) !n seemed to h!%e wo$'ed we ( The s! es in#$e!sed "$om Rs 773(6 #$o$e in 199/*97 to Rs( 11/9 #$o$e in 1999*44 !nd net )$o"its in#$e!sed ! most > times sin#e 199/*97( A though BIL+s bis#uit business seemed to h!%e done we , its di%e$si"i#!tion into d!i$& segments did not seem to be !n un:u! i"ied su##ess( An! &sts obse$%ed th!t the %! ue*!dded d!i$& m!$'et whi#h BIL h!d t!$geted w!s ! minus#u e 4(14 )e$ #ent o" the m!$'et( Bhi e the si.e o" the #heese m!$'et w!s ! me$e Rs 1>4 #$o$e, it w!s g$owing !t 34 )e$ #ent )e$ !nnum( The Rs >44*#$o$e butte$ m!$'et w!s g$owing !t 14 )e$ #ent ! &e!$, !nd Amu *the on & n!tion! butte$ b$!nd*h!d !n 270 sh!$e( The Rs 674*#$o$e d!i$&*whitene$ m!$'et w!s g$owing !t 140 ! &e!$, but !$ge b$!nds i'e 95MMF+s Amu &! <m!$'etsh!$eD >70=, Nest e+s E%e$&d!& <630=, !nd ,LL+s Mi '!n! <1> 0= domin!ted it( An! &sts "e t th!t "o$ BIL, using b$!nd e:uit& ! one to b$e!' into #om)etito$s+ dom!in, m!& not be th!t e!s&( BIL h!d to m!'e su$e th!t the )$odu#ts it m!de we$e !##e)t!b e to Indi!n t!stes( The me$e "!#t th!t ! )$odu#t in its )!$ent, ;!none+s )o$t"o io w!s su##ess"u !b$o!d w!s no gu!$!ntee th!t it wou d su##eed in Indi!( The best e-!m) e, !n! &sts )ointed out, w!s th!t o" +Mini $ou e,+ ! 8wiss $o "$om ;!none, whi#h "!i ed to t!'e o"", in Indi!( BIL, howe%e$ seemed to be ie%e th!t its #o$e #om)eten#e w!s "oods, !nd th!t b& going into d!i$& )$odu#ts, it w!s not mo%ing "$om its o$igin! "o#us( BIL ! so be ie%ed th!t its m!'eo%e$ ) !n h!d wo$'ed we , !nd th!t this w!s $e" e#ted in the $em!$'!b e im)$o%ement in )$o"its( A##o$ding & it set !mbitious t!$gets "o$ the "utu$e( 8!id A !gh, EOu$ %ision is to m!'e e%e$& thi$d Indi!n ! B$it!nni! #onsume$ within the ne-t th$ee &e!$s FBe w!nt to be )!$t o" ou$ #onsume$* !t home, out

o" home, ! n!tu$! )!$t o" his i"e( 5onsume the )$odu#t o" &ou$ #hoi#e, but #onsume B$it!nni!(E An! &sts "e t th!t the #h! enge "o$ BIL !&, in #ontinuing to $em!in !gg$essi%e !nd in e%o %ing to meet the needs o" d&n!mi# m!$'ets o" the new mi ennium( I" BIL w!s to !#hie%e the ob1e#ti%e it h!d set "o$ itse ", it h!d to #ontinuous & st$i%e to de i%e$ )$odu#ts with %! ue th!t e-#eeded #onsume$s+ e-)e#t!tion( BIL+s g!mb e !nd its ong*$un su##ess wou d u tim!te & de)end on whethe$ #onsume$s i'ed the new )$odu#ts it int$odu#ed in the m!$'et o$ not(