A MINOR PROJECT REPORT

ON

“A STUDY ON MARKETING STRATEGY TOWARDS

BRITANNIA BISCUITS”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD

OF
THE DEGREE OF
BACHELORS OF BUSINESS ADMINISTRATION (GENERAL)

BATCH 2021-2024
Kasturi Ram College Of Higher Education
(Affiliated To Guru Gobind Singh Indraprastha University)
Narela , Delhi-110040

Under the Guidance of Submitted By

MS.PARUL GABA
(ASSOCAITE PROFESSOR) (SAURABH MISHRA)
03919301721
 CERTIFICATE

This is to certify that “SAURABH MISHRA” has accomplish the

project “A STUDY ON MARKETING STRATEGY TOWARDS
BRITANNIA BISCUITS” under the guidelines and supervision
He has submitted this project in the partial fulfilment for the award of
degree of Bachelor of Business Administration (General) from Guru
Gobind Singh Indraprastha University the work has not been submitted
anywhere else for the award of degree. Al source of information have
been duly mentioned.

Under the Guidance of-

Ms.Parul Gaba
(Associate Professor)
KRCHE
 ACKNOWLEDGEMENT

A Project is never the work of an individual. It is moreover the

combination of suggestions, ideas, review, guidance and contribution.
The success and final outcome of this project required a lot of guidance
and assistance. I own my heartily and profound sense of gratitude to my
faculty guide and my project coordinator MS. Parul Gaba under her
expert guidance only project gets completed. The goal of how ideas and
development can only be obtained by hard work.
I acknowledge my inner most gratitude to my project guide for her co-
operation and kind assistance during framing of this project.
Finally I would like to thank to all my well-wishers for their blessings
and co-operations. They boost up me every day to work with a new and
high spirit.

NAME: SAURABH MISHRA

ENROLLMENT NO : 0391930172
 DECLARATION

I Hereby declare that the project report entitled “A STUDY ON

MARKETING STRATEGY TOWARDS BRITANNIA
BISCUITS””. Submitted by me to “Kasturi Ram College Of Higher
Education” for the fulfilment of the requirement for the award of the
degree of Bachelor’s in Business Administration (General) is a record of
bonafide project carried out by me under the guidance of Ms.Parul Gaba
. I Further declare that the work reported in this project has not been
submitted and will not be submitted, either in part or in full, for the award
of any other degree or diploma in this institute or any other institute or
university

NAME: SAURABH MISHRA

ENROLLMENT NO : 03919301721
 INDEX

CHAPTER PARTICULARS PAGENO.

1. INTRODUCTION
Introduction
Research Objectives of the study
Research Methodology of the study
Research Design
Limitations
2. PROFILES
About the Industry
About the company
S.W.O.T Analysis
3. ANALYSIS AND INTERPRETATION

4. FINDING , CONCLUSIONS
ANDSUGGESTIONS

Findings
Conclusions
Suggestions
BIBLIOGRAPHY
Chapter-1
 INTRODUCTION :-
- What is Market?
A market is a place where parties can gather to facilitate the exchange of goods and services.
The parties involved are usually buyers and sellers. The market may be physical like a retail
outlet, where people meet face-to-face, or virtual like an online market, where there is no direct
physical contact between buyers and sellers.

- What is a Marketing Strategy?

Marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.

Strategic planning involves an analysis of the company's strategic initial situation

prior to the formulation, evaluation and selection of market-oriented competitive
position that contributes to the company's goals and marketing objectives.
 A marketing strategy is designed by:

1. Choosing the target market: 

By target market we mean to whom the organization wants to sell its products. Not all the
market segments are fruitful to an organization. There are certain market segments which
guarantee quick profits, there are certain segments which may be having great potential but there
may be high barriers to entry. A careful choice has to be made by the organization. An indepth
marketing research has to be done of the traits of the buyers and the particular needs of the
buyers in the target market.

2. Gathering the marketing mix:

 By marketing mix we mean how the organization proposes to sell its products. The organization
has to gather the four P’s of marketing in appropriate combination. Gathering the marketing mix
is a crucial part of marketing task. Various decisions have to be made such as -

 What is the most appropriate mix of the four P’s in a given situation
 What distribution channels are available and which one should be used
 What developmental strategy should be used in the target market
 How should the price structure be designed

Why Marketing Strategy is Important?

 Marketing strategy provides an organization an edge over it’s competitors.

 Strategy helps in developing goods and services with best profit making potential.
 Marketing strategy helps in discovering the areas affected by organizational growth and
thereby helps in creating an organizational plan to cater to the customer needs.
 It helps in fixing the right price for organization’s goods and services based on information
collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as to provide a sales
message to it’s target market.
 A marketing strategy helps to fix the advertising budget in advance, and it also develops a
method which determines the scope of the plan, i.e., it determines the revenue generated by
the advertising plan.
 Top 10 Marketing Strategies of B2C :-

1. Connection on a Human Level

This so far is termed as the most important factor for forming a marketing niche, the marketers
need to realize that there are people who need to be treated with importance. They need to be
given the reasons why they should purchase the particular product. 
 
A successful marketer should refrain from considering their consumers as a mere profit-
generating machine, they need to be given emotional and viable reasons so as to have a link to
the product and understand its usage and this is done in a way where the marketing is done to
create solutions for one’s needs.
 
 

2. Use of Content as an Efficient Tool

Once the consumer psychology is understood and their needs are justified it becomes important
to gain the consumer's attention for your product and turn them into potential and loyal
customers of your brand. 
 
When we talk of engaging content we don't mean lengthy and over-detailed blogs or articles
or advertising through highly paid advertisements, we simply mean the creation of easy and
interesting material which is clear and articulate and sticks to the brand image. It is crucial to
understand the audience and give away something that will generate traffic to your brand and
website. 
 
This can be in the form of blogs, social media posts, or even a backlink to your website on a
relative page to generate the ranking on the website organically.

 
3. Social Media Marketing
 

The most effective way to generate traffic and promote one's brand is nowadays social media,
social media not only connects people but at the same time it can serve as a great platform to
create a niche for your brands. Social media marketing focuses on providing the users with
content and product that they have been looking for and they find valuable on which. 
 
It also provides a way in which people can intersect like share and comment to not only expand
its reach and abide by the algorithms but also at the same time can connect to the brand on a
personal level even more and can take your brand to reach more and more people connected to
your consumers.
 
 

4. Holding Membership Programs

 
 Advertise and promote membership programs for customers where they can be loyal members
of your brand community. This would not only increase customer engagement in a brand but
also would make them believe that they will be provided with additional benefits, which tend to
increase with every purchase.  
 
As consumers move up the membership levels, they gain access to more rewards, which
enhances their relationship and loyalty with your business. Most companies hold silver gold
platinum membership programs to gain the benefits and keep on engaging their customers with
them.

5. Give Out Rewards

 
Purchases done through the website once delivered can be of personalized link for the customers
where if they put on feedback or a rating they will get a discount offer on their next purchase.
Also, this could be seen as a gift with every purchase. 
 
This not just adds more value to the product you sell but also lets the consumer have the
satisfaction of being a loyal customer to you and lets them know that they are getting something
extra always with the product they purchase without having to pay for it. 
 

6. Prioritize Retargeting
 
This is not as complex as it sounds, anyhow investing in a good retargeting program can help
your customers to have a long-lasting image for the company even if they do not buy it
immediately.

Retargeting works with the associated social media apps for example if after making a contact
with your application or business this would create a sequence which in turn would generate an
advertisement on the next social media platform visited. 
 
That customer might not immediately click on the ad or buy from you despite having the direct
link to do so. However, seeing the ad reinforces your brand image and helps the consumer
remember your company in future purchases. 
 
7. Understand the Role of Influencers
 
Various influencers among the common audience as their role and your brand can help
marketers in this business model strategy as they have a loyal set of people who follow them and
take decisions based on what their role model uses. Influencer promotion and relationship can
also give it a personalized touch and emotional attachment to your products and add to its value. 
 
Although some influencers might be charging but try seeking out for those who would not create
a dent on your profit. You might even begin by sending a free gift or a sample copy of your
product to get them interested in your free businesses as well.

 
8. Guest Posting
 
Guest blog on the websites and other guest engagement on social media pages, for your brand ,
discussions and hashtags and comments on other blogs can serve as a great way for engaging
people and getting traffic via organic backlinks to improve SEO.
Not just this the personalized blogs and media engagements can help people get more attracted
towards your services. 
 

9. Feedbacks and Testimonials

 
It's always better to make your potential customers know what the existing customers think of
your brands. Feedbacks need to be taken seriously not because by them you can clearly settle
your faults but it can serve as an honest personal connection to your other people.
The testimonial corner of your website can let the customers see what good others are speaking
of your brand with an addition to you yourself. 
 10. Direct Selling 
There can also be an option to open a brick and mortar store to sell your own products where the
costumes can arrive and try it and see it for real and here also the membership benefits and the
coupon and former discount codes can be availed that would diminish the barrier of online and
offline shopping so as to give them the convenience of shopping however they want. 

Conclusion
 
The various models of businesses come with a new tactic to promote it attached to the small and
medium enterprises. Business Consumer marketing described as B2C marketing needs the
business to take an extra responsibility of taking the brand to their consumers too, this needs a
specialization of its kind. That's where the rules of B2C marketing come into the picture. 

FUNCTION OF MARKETING:-
 Buying and assembling,
 Selling,
 Transportation,
 Function of physical supply,
 Storage,
 Facilitating functions,
 Financing,
 Risking taking,
 Standardization and grading,
 Packing and packaging.

NATURE OF MARKETING:-
 Marketing is consumer-oriented process,
 Marketing is the guiding element of business,
 Marketing is a goal-oriented process,
 Marketing is a system.
 SCOPE OF MARKETING:-
Marketing is typically seen as the task of creating, promoting and delivering the goods and
services to consumers and business. Markets are skilled in stimulating demand for a company‘s
product, but this is too limited view of task marketers performs. Just as production and logistics
professionals are responsible for demand management. Marketing managers seek to influence
the level, timing, and composition of demand to meet the organisation‘s objectives.

Marketing people are involved in marketing 10 types of entities:-

 Goods,
 Services,
 Experiences,
 Events,
 Persons,
 Place,
 Properties,
 Organisation,
 Information and Ideas.
 1.1Objectives :

 To analyze the Marketing Strategies adopted by BRITANNIA

 To understand the Best Market Strategies among all.

 1.2 Research Methodology:-
Definition:
One can visualize the fact that a detailed study is required in each practical situation for better
results. Any effort which is directed to such study for better results is known as a research.
In other words, a research is an organized set of activities to study and develop a model or
procedure/technique to find the results of a realistic problem supported by literature and data
such that its objective(s) is(are) optimized and further make recommendations/interferences for
implementations
Etymology
The word research is derived from the Middle French "recherche", which means "to go about
seeking", the term itself being derived from the Old French term "recerchier" a compound word
from "re-" + "cerchier", or "sercher", meaning 'search'. The earliest recorded use of the term was
in 1577.

Types of Research Methodology:

 Quantitative Research
As the name suggests, quantitative refers to the numbers where data is collected based on
numbers, and a summary is taken from these numbers. Graphs help to quantify the results
in quantitative research.
 Qualitative Research
Qualitative refers to the non- numerical elements in the research. When the information or
data cannot be grasped in terms of numbers, qualitative research comes for the rescue.
Though not reliable as much as quantitative, qualitative research helps to form a better
summary in terms of theories in the data.

 Descriptive Research

Facts are considered in descriptive methods and surveys and case studies are done to clarify the
facts. These help to determine and explain with examples, the facts, and they are not rejected.
 Many variables can be used in descriptive research to explain the facts.
 Analytical Research

Analytical research uses the facts that have been confirmed already to form the basis for the
research and critical evaluation of the material is carried out in this method. Analytical methods
make use of quantitative methods as well.

RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research. This stage shall help me to restrict and
select only the important question and issue, which inhabit growth and segmentation in the
industry.

The various tasks that I have undertaken in the research design process are:
 Defining the information need
 Design the exploratory, descriptive and causal research.

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering:
 Determination of information research problem.
 Development of appropriate research design.
 Execution of research design.
 Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and specific
procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and
ongoing.

EXPLORATORY RESEARCH
The method I used for exploratory research was
 Primary Data
 Secondary data

PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of original information
that comes from people and includes information gathered from surveys, focus groups, independent
observations and test results.
Data gathered by the researcher in the act of conducting research. This is contrasted to secondary
data, which entails the use of data gathered by someone other than the researcher information that is
obtained directly from first-hand sources by means of surveys, observation or experimentation.]

Primary data is basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose. Sources
include census reports, trade publications, and subscription services. There are two types of
secondary data: internal and external secondary data. Information compiled inside or outside the
organization for some purpose other than the current investigation Researching information, which
has already been published? Market information compiled for purposes other than the current
research effort; it can be internal data, such as existing sales-tracking information, or it can be
research conducted by someone else, such as a market research company or the U.S. government.

Secondary source & websites

My proposal is to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which certain
issues shall be selected, which I feel remain unanswered or liable to change, this shall be further
taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
Statement of the problem
 Identification of information needed to solve the problem
 Selection or development of instruments for gathering the information
 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection
 Collection of information
 Analysis of information

MY PROJECT REPORT BASED DATA

# PRIMARY DATA
 QUESTIONARY
#SECONDARY DATA
THIS IS THE DATA WHICH IS COLLECTED FROM ANY OTHER RESOURCES.
 BOOKS
 JOURNALS
 INTERNET
 NEWSPAPER

RESEARCH METHODOLOGY USED

Research Design -The research design refers to the overall strategy that you choose to integrate
the different components of the study in a coherent and logical way, thereby, ensuring you will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data.
Descriptive research is a study designed to depict the participants in an accurate way. More
simply put, descriptive research is all about describing people who take part in the study.
Sample Area – DELHI NCR
Sample Size-100
Sample Unit: Individuals
SAMPLING TECHNIQUES: NON-PROFITIBILITY:- Non-probability sampling is a method
of selecting units from a population using a subjective (i.e. non-random) method.
STATISTICAL TECHNIQUES: PIE CHATRS, GRAPHS, INTERNET, QUESTIONNAIRE.
Data source-Primary data & Secondary Data.
The two main sources of data for the present study have been primary data and secondary

1.3LIMITATIONS

 The secondary data collected might consist of manipulations, which might have given bias
in the result.
 The lack of experience in preparing the project report.
 Lack of time for completion of the project.
Chapter-2
 Industry Profile :-

INTRODUCTION

Fast-moving consumer goods (FMCG) sector is India's fourth-largest sector with household and
personal care accounting for 50% of FMCG sales in India. Growing awareness, easier access and
changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts
for a revenue share of around 55%) is the largest contributor to the overall revenue generated by
the FMCG sector in India. However, in the last few years, the FMCG market has grown at a
faster pace in rural India compared to urban India. Semi-urban and rural segments are growing at
a rapid pace and FMCG products account for 50% of the total rural spending.

What Are Fast-Moving Consumer Goods (FMCG)?

Fast-moving consumer goods are products that sell quickly at relatively low cost. These goods
are also called consumer packaged goods.

FMCGs have a short shelf life because of high consumer demand (e.g., soft drinks and
confections) or because they are perishable (e.g., meat, dairy products, and baked goods). These
goods are purchased frequently, are consumed rapidly, are priced low, and are sold in large
quantities. They also have a high turnover when they're on the shelf at the store.
 MARKET SIZE

The FMCG market in India is expected to increase at a CAGR of 14.9% to reach US$ 220 billion
by 2025, from US$ 110 billion in 2020. The Indian FMCG industry grew by 16% in CY21 a 9-
year high, despite nationwide lockdowns, supported by consumption-led growth and value
expansion from higher product prices, particularly for staples. The rural market registered an
increase of 14.6% in the same quarter and metro markets recorded positive growth after two
quarters. Final consumption expenditure increased at a CAGR of 5.2% during 2015-20.
According to Fitch Solutions, real household spending is projected to increase 9.1% YoY in
2021, after contracting >9.3% in 2020 due to economic impact of the pandemic. The FMCG
sector's revenue growth will double from 5-6% in FY21 to 10-12% in FY22, according to
CRISIL Ratings. Price increases across product categories will offset the impact of rising raw
material prices, along with volume growth and resurgence in demand for discretionary items, are
driving growth. The FMCG sector grew by 36.9% in the April-June quarter of 2021 despite
lockdowns in various parts of the country.

Number of households shopping on modern-trade channel grew 29.15% YoY in the September
quarter and shopping volume on the channel went up by 19.2% YoY.

In September 2021, rural consumption of FMCG increased 58.2% YoY; this is 2x more than the
urban consumption (27.7%).

In the third quarter of FY20 in rural India, FMCG witnessed a double-digit growth recovery of
10.6% due to various government initiatives (such as packaged staples and hygiene categories);
 high agricultural produce, reverse migration, and a lower unemployment rate. Rise in rural
consumption will drive the FMCG market. The Indian processed food market is projected to
expand to US$ 470 billion by 2025, up from US$ 263 billion in 2019-20

FMCG giants such as Johnson & Johnson, Himalaya, Hindustan Unilever, ITC, Lakmé and other
companies (that have dominated the Indian market for decades) are now competing with D2C-
focused start-ups such as Mamaearth, The Moms Co., Bey Bee, Azah, Nua and Pee Safe. Market
giants such as Revlon and Lotus took ~20 years to reach the Rs. 100 crore (US$ 13.4 million)
revenue mark, while new-age D2C brands such as Mamaearth and Sugar took four and eight
years, respectively, to achieve that milestone.

Companies with dedicated websites recorded an 88% YoY rise in consumer demand in 2020.
Since then, more businesses have begun to adopt the D2C model, and India is now home to >800
D2C brands looking at a US$ 101 billion opportunity by 2025.

E-commerce companies reported sales worth US$ 9.2 billion across platforms in October and
November (2021), driven by increased shopping during the festive season. With festive season
sales, Flipkart Group emerged as the leader with a 62% market share.

Advertising volumes on television recorded healthy growth in the July-September quarter,

registering 461 million seconds of advertising, which is the highest in 2021. FMCG continued to
maintain its leadership position with 29% growth in ad volumes against the same period in 2019.
Even the e-commerce sector showed a healthy 26% jump over 2020.

Types of Fast-Moving Consumer Goods

As mentioned above, fast-moving consumer goods are nondurable goods, or goods that have a
short lifespan, and are consumed at a fast pace.

FMCGs can be divided into several different categories, including:

 Processed foods: Cheese products, cereals, and boxed pasta

 Prepared meals: Ready-to-eat meals
 Beverages: Bottled water, energy drinks, and juices
 Baked goods: Cookies, croissants, and bagels
 Fresh foods, frozen foods, and dry goods: Fruits, vegetables, frozen peas and carrots, and
raisins and nuts
 Medicines: Aspirin, pain relievers, and other medication that can be purchased without a
prescription
 Cleaning products: Baking soda, oven cleaner, and window and glass cleaner
 Cosmetics and toiletries: Hair care products, concealers, toothpaste, and soap
 Office supplies: Pens, pencils, and markers.
 Special Considerations
Fast-Moving Consumer Goods and Ecommerce
Shoppers across the globe increasingly purchase things they need online because it offers certain
conveniences—from delivering orders right to the door to broad selection and low prices—that
brick-and-mortar stores can't.

According to a 2018 report by Nielsen, the most popular goods for online purchase are related to
travel, entertainment, or durable goods, such as fashion and electronics. However, the online
market for groceries and other consumable products is growing, as companies redefine the
efficiency of delivery logistics and shorten their delivery times. While non-consumable
categories may continue to lead consumable products in sheer volume, gains in logistics
efficiency have increased the use of ecommerce channels for acquiring FMCGs. 1

What Are Consumer Packaged Goods?

Consumer packaged goods are the same as fast-moving consumer goods. They are items with
high turnover rates, low prices, or short shelf lives. Fast-moving consumer goods are
characterized by low profit margins and large sales quantities. Products that fall within this
group include soft drinks, toilet paper, or dairy products, for example.

What Are 3 Types of Consumer Goods?

The three main categories of consumer goods include durable goods, nondurable goods, and
services. Durable goods, such as furniture or cars, last at least three years. Often, economists will
watch durable goods spending to track the health of the economy. Nondurable goods are items
with a shelf life of under one year, and are consumed rapidly. Fast-moving consumer goods fall
within this category. Finally, services include intangible services or products, such as haircuts or
car washes. 

What Are Some of the Largest Fast-Moving Consumer Goods Companies?

Nestlé, Procter & Gamble, and Coca-Cola are among the world’s largest fast-moving consumer
goods companies. Swiss-based Nestlé, for instance, operates over 2,000 brands that cover
everything from vitamins to frozen foods. 2  Importantly, within the fast-moving consumer goods
industry, the competition for market share is high. In response, companies focus heavily on
packaging not only to attract customers, but to preserve the shelf life and integrity of the
product.
Market share (by revenue)

Company’s Name Market Share (%)[6]

ITC 30%

Hindustan
14%
Unilever (HUL)

Nestlé 5%

Britannia 1%

Patanjali Ayurved 4%

Dabur 2%

Godrej Group 2%

Marico 5%

GlaxoSmithKline (GSK) 1%

Colgate-Palmolive 1%

Emami 2%

Amul 4%

Parle Products 7%
 Company Profile
Britannia Industries Ltd. was started way back in 1892 with an investment of Rs. 295.
Initially, biscuits were manufactured in a small house in central Kolkata. Later, the
business was acquired by the Gupta brothers and operated under the name of V.S.
Brothers. In 1918, C H Holmes, an English businessman in Kolkata was taken as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The
Mumbai factory was setup in 1924 and Peak Freans, UK acquired a controlling
interest in BBCo. Biscuits were in big demand during World War II, which gave a
fillip to the company’s sales. The company name was changed to the current Britannia
Industries Limited in 1979. In 1982 Nabisco Brands Inc., USA became a major
foreign shareholder.

Kerala businessman K. Rajan Pillai secured control of the group in the late 1980s,
becoming known in India as the 'Biscuit King'. In 1993, the Wadia Group acquired a
stake in ABIL, UK and became an equal partner with Groupe Danone in Britannia
Industries Limited.

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 One of India’s best known
brands and also one of the most admired Food Brands in the country.

Britannia Industries (BIL), is one of the leading producer of biscuits and other bakery
products. BIL, has a major advantage of the interest taken by the French collaborator -
Groupe Danone which is one of the leading players in bakery products business and is
holding 22% stake. Other partner is Nulsi Wadia group which is one of the leading
industrial houses in the country.

Britannia Industries Limited is an Indian company based in Kolkata that is famous for
its Britannia and Tiger brands of biscuit, which are highly recognized throughout the
country.

The company has an extensive portfolio of top selling food brands. Britannia
produces and distributes premium brands such as 50:50, Good Day, Little Hearts,
 Milk Bikis, MarieGold, Maska Chaska, NutriChoice, Pure Magic, Treat, and Tiger. A
strong brand portfolio facilitates customer recall and enhances Britannia’s market
penetration capabilities.

It mainly caters to the premium segment. With the launch of Tiger brand, it has taken
a plunge in the low-end category, taking competition head on with Parle which is the
leader in this segment. The company has also diversified within dairy and bakery
products to enter the butter, cheese and ghee markets. The company added two new
products -- Sweet Lassi and Milkman Cold Coffee -- to its existing dairy-based drinks
portfolio which includes the `ZipSip' brand of flavored milk.

They are the only Indian biscuit company with a presence across all segments, from
Glucose, Salted, Arrowroot and Premium Cream Biscuits. Biscuits contribute 84% of
Britannia's total turnover. Other products include bread (6 per cent) and cakes (2 per
cent). Britannia diversified into dairy products in 1997 with processed cheese and
dairy whitener. The portfolio was expanded with the launch of butter, pure, flavoured
milk in tetrapacks and UHT milk. Dairy products account for 8 per cent of the
company’s total turnover. Over the years, Britannia has trimmed down its wide
product portfolio and focussed on value-added instead of low-margin products. The
company divested a range of unrelated business interests in soyabean extraction,
edible oils, export of cashewnuts and shrimp, granites and software. The company
rationalized its products portfolio by reducing the products from 35 to around 25.

Britannia has share of 20 per cent in the biscuit market. In the organized biscuit
market, the market share is higher at 40 per cent. The company claims a share of 33
per cent of the organised cheese market and 15 per cent of the milk powder.

The Britannia's fame is largely acknowledged through the colourful Britannia logos
that Indian cricketers such as Virender Sehwag and Rahul Dravid wear on their bats.

BRITANNIA IN OVERSEAS

Britannia in the Middle-East

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.

Britannia in Sri Lanka

29th August 2008 goes down in the history of our company as the day, when
Britannia started manufacturing and marketing its products in Sri Lanka. Apart from
tapping new markets and going international, our company will afford many more
families and individuals a chance to enjoy healthy, nutritious and delightful products.
Even as we navigate foreign territories, we affirm our purpose, values, vision and
goals in Sri Lanka- to help people enjoy life, through healthy snacking, and make
this accessible to all people anywhere, everyday…

Products manufactured in Sri Lanka include the most popular Milk Bikis, Milk Cream
Smileys, Vita Marie Gold, Creams and Cookies.

HISTORY OF BRITANNIA

 1892
o The Genesis - Britannia established with an investment of Rs. 295 in Kolkata

 1910

o Advent of electricity sees operations mechanized

 1921

o Imported machinery introduced; Britannia becomes the first company East of

the Suez to use gas ovens

 1939 - 44

o Sales rise exponentially to Rs.16,27,202 in 1939

o During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore

 1975

o Britannia Biscuit Company takes over biscuit distribution from Parry's

 1978

o Public issue - Indian shareholding crosses 60%

 1979

o Re-christened Britannia Industries Ltd. (BIL)

 1983

o Sales cross Rs.100 crore

 1989
o The Executive Office relocated to Bangalore

 1992

o BIL celebrates its Platinum Jubilee

 1993

o Wadia Group acquires stake in ABIL, UK and becomes an equal partner with
Grouped DANONE in BIL

 1994

o Volumes cross 1,00,000 tons of biscuits

 1997

o Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new
mission: 'Make every third Indian a Britannia consumer'

o BIL enters the dairy products market

 1999

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

 2000

o Forbes Global Ranking - Britannia among Top 300 small companies

 2001

o BIL ranked one of India's biggest brands

o No.1 food brand of the country

o Britannia Lagaan Match: India's most successful promotional activity of the

year

o Maska Chaska: India's most successful FMCG launch

 2002

o BIL launches joint venture with Fonterra, the world's second largest dairy
company

o Britannia New Zealand Foods Pvt. Ltd. is born

o Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes
Global

o Economic Times ranks BIL India's 2nd Most Trusted Brand

o Pure Magic -Winner of the WordStar, Asia star and India star award for
packaging

 2003
 'Treat Duet'- most successful launch of the year
o
Britannia Khao World Cup Jao rocks the consumer lives yet again
o

 2004

o Britannia accorded the status of being a 'Super brand'

o Volumes cross 3,00,000 tons of biscuits

o Good Day adds a new variant - Choconut - in its range

 2005

o Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

o Britannia launched 'Greetings' range of premium assorted gift packs

o The new plant in Uttaranchal, commissioned ahead of schedule.

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

 2007

o Britannia industries formed a joint venture with the Khimji Ramdas

o Group and acquired a 70 percent beneficial state in the Dubai-based Strategic Foods
International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co.
SAOG.

 2008

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

Dr. N Balasubramanian Dr

K.B Chandrashekhar

Mr. Arjun Malhotra

Prof. Jagdish Sheth

Dr. Sridhar Mitta

 PRODUCT LINE

TREAT

As a move to consolidate all the individual Cream Treat offerings under a single
umbrella, Britannia launched Treat in 2002. Treat has a range of tasty delights for all
kids with yummy creamy treasures within the biscuit shells. The kids have always
relished unraveling the irresistibly delicious creams hidden inside the biscuit Britannia
Treat offers a wide variety of flavors, such as the Elaichi, the Fruit Flavored Creams
such as Orange, Pineapple, Mango, and Strawberry, the Jam Filled Centers under the
Jim Jam range, and the Duet Range (biscuits with two flavors of cream between three
layers of biscuit) comprising Strawberry Vanilla and Duet Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering delight under its
umbrella. The delicious Fruit Rollz take the Treat brand beyond the cream biscuits
and provides yet another lip smacking delight to its consumers!

Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy
yet scrumptious treat to our 'loveable devils' Treat also
introduced its naughty and adorable brand mascot
FUNTOOSH whose primary occupation is mischief!
FUNTOOSH is the guy who will pull off any trick to make
sure he gets to eat his Britannia Treat!

For all you kids, who have relished the yummy treasures of
Britannia Treat in exciting flavors, look out for yet another reason to celebrate!
Britannia Treat launches a new and exciting combination of chocolate and caramel in
a single bar - TREAT CHOCO GELO. This unique and never before product is
guaranteed to double the masti and double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August, 2007 and is available at an
attractive price of just Rs.5/-

So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and
enjoy Yummy Chocolate and Gooey Caramel for "Double Masti ka Double Dose"

TIGER

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very
first year of its launch and continues to be so till today. Tiger has grown from strength
to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has
further helped bolster its growth in the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk.
It is for modern mothers who play an enabling role for their children to compete in
today's world and thus want the best. Now Tiger Glucose has been fortified with "Iron
Zor" with an attempt towards addressing the Iron Deficiency crisis the children of
India face.

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun
and energy in both urban and rural India, and transcending glucose biscuits.

Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001

Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now
available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch
flavors, and promises to bring more fun and more energy to children across the
country.

Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It is

mini sized poppable glucose biscuit with colored sugar sprinkling. It comes in two
variants: Milk Sparkies and Choco Sparkies

Tiger Banana: Britannia is committed to help secure every

child's right to Growth & Development through good food
every day. Purposefully taking forward the credo of 'Eat
Healthy, Think Better ', we have launched a new variant under
our power brand TIGER - TIGER BANANA - power packed
with IRON ZOR & and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. An Rs.4 pack has as much
IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful
snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is
accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.
GOOD DAY

Britannia Good Day was launched in 1986 in two delectable avatars - Good Day
Cashew and Butter. Over the years, new variants were introduced - Good Day Pista
Badam in 1989, Good Day Chocochips in 2000 and Good Day Coconut in 2004.

This rich biscuit enjoys a fan following of consumers across all ages, loyal to the
brand promise of a great taste evident from the visibly abundant ingredients. Good
Day is amongst the fastest growing brands in Britannia's portfolio and is today the
market leader with almost 2/3 share of the market. The brand is synonymous with
everyday treats that infuse happiness into people's daily lives.

After two decades of magnificent success; it was time to give the nation yet another
reason to have a good day. Abundance, goodness, indulgence and now unrestrained
joy - that is the message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's happiness and
joy that is stimulated by consumption of the cookie that spreads cheer amongst the
people around him creating an atmosphere of shared joy that's unorchestrated and
straight from the heart. The celebration was taken to the IPL as Good day cheered
along with a million cricket fans in the stadiums, each screaming and proclaiming
"Ho Gaya re Good Day". The dazzling brilliance of this Endeavour, the contagious
rhythm needs to be lived and spread through the nation, making 'Iska toh ho Gaya
Re Good Day' a part of the common lingo and a way of life.

Good Day truly believes laughter and happiness are infectious, it transcends race,
caste creed unifying humanity in an inclusive emotion.
The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its
rightful place on the front page of The Times of India, Good Day gifts the nation a
priceless treasure, that of spreading JOY!

BOURBON

Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits,
topped with sugar crystals - presenting, the original Bourbon, from the house of
Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since then,
Bourbon lovers across the country have been caught opening this chocolate couplet,
licking the cream, and nibbling at the melt-in-your-mouth biscuit, bit by bit. Some
have been witnessed chomping it whole, at one go. Some have been noted to alternate
it with sips of coffee; others team it with lots of gossip and gupshup, while a few have
been observed enjoying it with a book.
And some have been seen reluctantly sharing their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes for great company.
You can grab your very own Nano Pack or a Pocket Pack. The Hangout Pack is just
right for chilling with friends. Take along a Party Pack for... yes, a party! And the Gift
Pack will surely win you a few brownie points!
With a brand name like 50-50, can the product be anything but fun? Launched in
1993, 50-50 belongs to the family of crackers and is considered the "very very tasty
tasty" snack.

Britannia 50-50 is the leader in its category with more than one-third of market share.
The versatile and youthful brand constantly aims to provide a novel and exciting taste
experience to the consumer. As a result, in 2001, the delicious Maska Chaska was
launched as a variant of the original brand and became an instant success.
MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going
strong. In a market swamped with me-too products and where even the name 'Marie'
has become generic, Britannia Marie Gold has maintained its stronghold. Today, the
ever-popular Marie Gold is synonymous with the 'Tea Time Biscuit'. Its taste,
crispiness and lightness make it a must for every tea break. It is the #1 brand in its
category by a long shot.

MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has
been trusted by mothers as a source of growth energy of milk and their loyalty to the
brand has made it an integral part of their children's nutrition
regimen.

In 1996, Milk Bikis launched a variant called Milk Cream. These

round biscuits come with smiley faces and are full of milk cream that
makes them very popular with children. Milk Cream also promoted
the idea of 'eating milk' in a yummy way, which makes mothers happy as well.

To keep pace with the demands of the new generation and to bring milk nutrition to
the masses in a delightful form, Milk Bikis, went one step further in the last quarter of 2006
in providing not just energy but ‘developmental fuel’ for children. With a unique and
attractive honeycomb design and an enhanced product experience, the new biscuit is now
fortified with SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid
mental and physical development in growing kids.

NUTRICHOICE

In continuation of the promise of "Swasth Khao, Tan Man Jagao," Britannia

introduced NutriChoice range of healthy biscuits in 1998. The brand is targeted
towards overall health and wellness for adults.

The range has for long comprised of three popular variants, namely NutriChoice Thin
Arrowroot, NutriChoice Cream Cracker and NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is affectionately referred
 to as Britannia Theen), this brand contains the benefits of arrowroot known to aid
digestion and remove harmful toxins from the body. Prior to 1998 it was being
marketed as Britannia Jacob's Thin.

NutriChoice Cream Cracker - As nature would have wanted it to be

Ask any biscuit manufacturer and they will tell you how difficult it is to make this
biscuit, especially with next to nothing sugar, with NO added colors and flavorings
for taste. It is this neutral taste that makes it an ideal choice to be consumed with hot
beverages, dips, chutneys, and accompaniments.

NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added fiber (10%
of our daily dietary needs), these delightfully tasty biscuits are
amongst your healthiest bites of the day. In your next visit to a
shop just look out for its Golden-green international pack.

In 2007, NutriChoice SugarOut was launched. NutriChoice

SugarOut is the most novel product range to have been
introduced in the market. The product is not just sweet but tastes great, and yet
contains no added sugar. It is sweetened with "Sucralose," derived from sugar, which
provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Lifetime, Chocolate Cream,

and Orange Cream, targeted towards all health sensitive people. It is also relevant
for consumers with sugar- related ailments.

We are confident that you will be pleasantly surprised with the great tasting and
healthy range of NutriChoice. Try one and you'll know that you've made one smart
choice.

NutriChoice 5 Grain

Most consumers believe that to in order to stay healthy one needs to make certain
compromises on some good things in life. Whether it is missing that extra hour of
sleep over early morning exercise, or eating unappetizing foods over that extra oil-
dripping samosa. At the same time most of us agree that good nutrition cannot come
from one kind of food alone, but from a healthy combination / assortment of several
healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits are a perfect
answer to those looking for healthy eating options without as much making a
compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen
healthy cereals (Oats that help reduce bad cholesterol, Corn which promotes heart
health, Ragi a good source of both Calcium as well as Fiber, Rice low in fat, and
Wheat that provides wholesome energy). These biscuits are delicately sweetened with
natural honey, and come in a unique large oval shape. It is this large size and the
healthy combination of the ingredients that make it an ideal hunger buster for those
in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket
meals packs, so that one is never far away from pacifying hunger on the move. So
whenever you miss your breakfast, or succumb to those unhealthy evening snacks,
you can relish the goodness of health with Britannia NutriChoice 5 Grain biscuits.

NutriChoice Classic Lite Cracker - NutriChoice Crackers have for long been the
healthy choice of the discerning consumer. The popular NutriChoice Cream Cracker
has been improved to make it crispier and tastier and been rechristened as Nutrichoice
Classic Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning
cracker consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with
the goodness of Ajwain and Jeera. Ajwain s benefit with good digestion is legendary,
while each one of us relishes the taste of Jeera. In addition 0% Sugar is added to these
biscuits which deliver the health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY,

which ensures that they are completely free from Cholesterol, harmful Transfats,
artificial preservatives, colors and flavors. They come in an international metalized
packaging, which ensures that the biscuits retain maximum freshness till the time they
are opened.
TIME PASS

Before Time pass, Britannia's offering in the salted cracker category was Snacks.
Launched in 1999, Snacks was promoted as a tastier base for toppings through edgy
advertising.

Then in late 2000, supported by aggressive advertising that featured the brand as a
perfect partner for time pass moments, Britannia Time pass was launched.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks
was revamped as a lighter product and renamed Britannia Time pass Classic Salted.
To further the franchise of the Time pass brand, a variant 'Nimkee' was introduced in
the Eastern market in April 2003, and then taken nationwide after a favorable
response. Judging by its history, the resounding success of Britannia Time pass will
continue to grow.

LITTLE HEARTS
 Little Hearts was launched in 1993 and targeted the growing youth segment. A
completely unique product, it was the first time biscuits were retailed in pouch packs
like potato wafers. The launch message introduced a special taste experience that
made the unlikeliest characters - like Dracula and Frankenstein - melt. In 1997, the
'Direct Dil Se' campaign encouraged youngsters to openly express their feelings.
And in 2003, two variants called Little Hearts Chocolate and Little Hearts Sesame
were rolled out with a campaign "Dil sabka actually sweet hai". With Little Hearts,
Britannia has tasted the sweet taste of success.

NICE TIME

Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique
product managed to create such a strong consumer pull that soon there was a rush
of pretender products in the market, clearly indicative of the success of the concept.
Today, Nice Time has a fan base spread across India, and, particularly, East India,
where its consumers have grown up with the brand. Especially popular amongst
children, Britannia Nice Time has managed to create a loyal franchise for itself and is
a strong brand loved by people of all ages.
DAIRY FRESH

Till 1958, there were no breads in the organized sector and bread consumption was
a habit typified by the British. Then, a mechanized bread unit was set up in Delhi
with the name "Delbis" which produced sliced bread and packed it under the
Britannia name. Thus, Britannia was not only the pioneer, but also inculcated in the
people of Delhi the habit of eating white sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded
bread in the city. From a company offering 2 packs - the 400gm and the 800gm plain
white sliced bread - Britannia has evolved into a company offering 22 packs, catering
to a variety of taste and price segments in the bread consuming market. The last
couple of years also saw the introduction of Whole Wheat Bread as a part of "Eat
Healthy, Think Better" credo.

Cakes

Britannia entered the cake market in the year 1963 and is the top player in the
market. Britannia Cakes range is divinely scrumptious and has both Bar Cakes and Cup
Cakes which were launched in 2005. Bar Cakes are available in variants that include
Fruit, Butter Sponge, Chocolate, Pineapple, Milk, Vanilla Chocolate and Orange. Apart
from being delicious, these snacks are packed with healthy ingredients making them
wholesome & delightful. Britannia cup cakes come in vanilla and orange flavors.

Rusks

Britannia launched its rusks in the year 2005. In a Market full of unbranded players,
Britannia rusks have stood head and shoulders above the rest in terms of sheer
quality .They are made from the finest ingredients and baked with care as they are
twice as crisper as and tastier than ordinary rusks. The communication for this
mouthwatering offering is aptly “Enliven your spirits with Britannia rusks

GIFTS

Britannia brings you 'Shubh Kaamnayein' converting little moments of the festive
season into delightful memories

The magical time of year, is round the corner. Bring in this festive season rejoicing,
and adding the glitter and glamour of celebration, with Britannia 'Shubh
Kaamnayein' a range of biscuits, premium cookies and cakes.

The special edition for 2008 'Britannia Premium Assorted Cookies' is all about
surprises, the enchanting discovery of new tastes and innovative packaging. It offers
you absolutely delightful cookies made with rich ingredients and flavors such as
Cranberry, Butter Scotch, Honey Raisin, Choc Chips, Coffee Almond, Cashew, Honey
and Almond. The much loved 'Britannia Classic Hampers' contain an assortment of
Britannia's popular brands like Good Day, Treat Jim Jam, Bourbon and Little Hearts.

The innovatively conceptualized packaging, of ingenious tray packs and collectible tin
boxes, uses calligraphy, brush strokes of colors and clever use of symbols, beautifully
fusing tradition and art for the festive season. It brings alive a commonality of joy
and celebration. This range promises to pamper your senses and emotions.

We understand that the wondrous occasion of light and radiance is incomplete

without the presence of near and dear ones. Britannia 'Shubh Kaamnayein' joins you
as you express your love and good wishes, to the ones who make life special for you.

Britannia 'Shubh Kaamnayein' is designed to add joy to moments, transforming them

into delightful memories. We have judiciously packaged and priced this entire range
to make it available to everyone who wants to share good wishes. As part of our
90th year festivity we present Britannia Shubh Kaamnayein, to add 'Zindagi mein
life'.
 Rusk
Milk Rusk (round) 70/- (available in 200gms, 400gms)
Milk Rusk (oval) 70/- (available in 200gms, 400gms)
Saunf Rusk70/- (available in 200gms, 400gms)
Jeera Rusk70/- (available in 200gms, 400gms)
Cardamom Rusk75/- (available in 200gms, 400gms)
Cookies
Flower Biscuits 70/- (available in 250gms, 400gms)
Coconut Biscuits 75/-(available in 250gms, 400gms)
Jam Centre 75/-(available in 250gms, 400gms)
Custard 75/-(available in 250gms, 400gms)
Chocolate Marble 75/-(available in 250gms, 400gms)
Orange 75/-(available in 250gms, 400gms)
Coconut Macroon 95/-(available in 200gms, 350gms)
Chocolate Walnut 120/-(available in 250gms, 400gms)
Pure Chocolate Cashew 120/-(available in 250gms, 400gms)
Butter Pista 130/-(available in 250gms, 400gms)
Almond Cookies 130/-(available in 250gms, 400gms)