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Case Title:

Growth Strategies of Britannia : India’s Emerging Food Conglomerate

Publication Year : 2008

Authors: Nilosha Sharma, Joel Sarosh Thadamalla

Industry: Food, Diary and Agriculture Products

Region:India

Case Code: GRS0190A

Teaching Note: Available

Structured Assignment: Available

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Abstract:
In 2007, Britannia, one of the India’s largest biscuit brands held a market share of 38% in terms of value. Indian biscuit industry, the third largest producer of the biscuits in the world was highly under-penetrated. This presented numerous growth opportunities to new as well as existing players. Apart from the presence of big players like ITC Foods and Parle, the local manufacturers of biscuits and other Indian snacks had been raising concerns for Britannia. Besides competition, Britannia faced critical challenges due to declining margins in the biscuit industry due to the increasing costs of raw materials. Its profit had been on a decline since 2005. Though Britannia had forayed into dairy and bakery products, 90% of its revenues still came from its core business in biscuits category which was largely driven by product innovation. The case, highlighting the Britannia’s growth strategies, provides scope to analyse opportunities and challenges for Britannia in the Indian biscuit industry.

Pedagogical Objectives:

  • Product portfolio management, brand extension and market segmentation of Britannia
  • Analysing product innovation strategies of Britannia as its competitive advantage
  • Organic and inorganic growth strategies of Britannia to face the challenges in the Indian biscuit industry.

Keywords : Britannia; Indian Biscuit Industry; Organic Growth; Inorganic Growth; Brand Repositioning; ITC; Parle; Product Positioning; Product Portfolio; Growth Srategy; Product Portfolio Management; Product Innovation; Growth Strategies Case Study; Market Segmentation; Brand Extension; Competitive Advantage

Contents : 
Indian Biscuit Industry – An Overview
Britannia’s Growth Strategies
Timeline: Britannia Industries Limited
Launch of Britannia’s Brands

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