BRITANNIA INDUSTRY LIMITED

BANGLORE
A Project submitted in partial fulfilment of the requirements for the

award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

Submitted by SHANU SATHEESAN

REGISTER NO. 18UHCMD153

Under the guidance of

Prof. SUDHA.N

(2018-2019)

EAST WEST COLLEGE OF MANAGEMENT

#65, off. Magadi Road, Vishwaneedam Post, Bangalore-560091

Bangalore University
2019-2020
 ACKNOWLEDGEMENT

We would like to thank our lecturers who have helped and supported us while doing our
Project report and work.

There is not enough word to offer vote of thanks to our Prof SANDHYA MAM, Head of the
Department of MBA, East West college of Management Bangalore for his help in initiating
the project report in advance for the regular motivation, our guides Prof. SUDHA N faculty
of MBA Department, East West College of Management Bangalore, for their admirable help,
suggestions and opinions on the contribution during and after the project report. We would
also like to thank all the faculties of MBA Department for all the support and guidance.

Place: Bangalore
Date:
 TABLE OF CONTENTS
CHAPTER CHAPTERS PAGE
NO. NO.

EXECUTIVE SUMMARY
1 INTRODUCTION 2-4
1.Industry Profile 2
1.1 Macro Scenario 2
1.2 Micro Scenario 4
2 COMPANY PROFILE 6 - 24
2.1 Name of the company and its History 6
2.2 Nature of the Business
2.3 Area of Operation
2.4 Vision and Mission Statements 8
2.5 Product Profile 10
2.6 Competitors Profile 11
2.7 Market share 15
2.8 Awards and Achievements
2.9 Corporate Social Responsibility 20
2.10 SWOT Assessment 24
3 ORGANIZATION STRUCTURE AS WHOLE 39
4 KEY FUNCTIONAL AREAS 40 - 49
5.1 Mainly marketing 40
5.2 Human resources 43
5.3 Production 45
5.4 Research and development 47
5.5 Quality development 49

5 FINDINGS, SUGGESTIONS AND CONCLUSION 52

6 BIBLIOGRAPHY AND ANNEXURE
 EXCUTIVE SUMMARY
The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time,
in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now
Kolkata) with an initial investment of Rs. 295. Initially, biscuits were manufactured in a
small house in central Kolkata. Later, the enterprise was acquired by the Gupta brothers
mainly Nalin Chandra Gupta, a renowned attorney, and operated under the name of "V.S.
Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a
partner and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai
factory was set up in 1924 and Peek Freans UK, acquired a controlling interest in BBCo.
Biscuits were in demand during World War II, which gave a boost to the company’s sales.

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 rechristened 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. 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
recognized for its innovative approach to products and marketing. 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.
 CHAPTER- 1
INDUSTRY PROFILE- MICRO AND MACRO SCENERIO
 INTRODUCTION

Organisational functioning is an important factor for any organization to achieve the desired
goals and objectives. This requires co-ordination at all levels to smooth functioning. This
report aims to understand the functions of El-Heat Ceramic Engineering Pvt. Ltd relation to
different departments.

Organisational study is the examination of how individuals construct organizational

structures. Processes and practices and how these, in turn, shape relations and create
institutions that ultimately influence people. Organisational studies comprise different
areas that deal with the different aspect of the organisation, many of the approaches are
functionalist but critical research also provide alternative frame for understanding in the
field.

An organisation is a social arrangement which pursues collective goals, which control its own
performance, and which has boundary separating it from its environment. Organisation
is the association formed by a group of people who see that there are benefits available from
working together towards some common goal.

Organisation studies are the study of individual and group dynamics in an organizational
setting as well as the nature of organization themselves whenever people interact in
organization, many factors come in to play. Organisational studies attempt to understand and
model these factors. Organisational study is very essential for MBA graduates as it help us to
connect theory with practice.

Organisational study refers to the study of organisation as a whole and getting adequate
knowledge with various departments in the organisation. The study was carried out at El-Heat
Ceramic Engineering Pvt. Ltd Banglore. This study is based on the different aspects and
dimensions of different departments of the company.
INDUSTRY PROFILE
Indian biscuit industry came into existence and started a gaining sound status in bakery
industry in the later 20th century when the urbanized society called for readymade food
products at a tenable cost. Biscuits were assumed as the sick man’s diet in earlier days, but
today it has become one of the most loved fast food products for every age group. Biscuits
are always easy to carry, tasty to eat, cholesterol free, and reasonable at cost. States that have
larger intake of biscuits are Maharashtra, West Bengal, Karnataka, Andhra Pradesh and Uttar
Pradesh.
Indian biscuit industry seems to be the largest among all the food industries and has a
turnover of around Rs.3000 Crores. Indian subcontinent is known to be the second largest
manufacturer of biscuits, the first being USA.
Marketing strategies of Food industry depend of the number of factor like demographic
profile, brand, health awareness, taste and quality & etc. The company has to study the target
region with regards to these factors. The increase share of the market, company have
continued focus on advertising, promotion and research in study of consumer behavior for
change in health awareness and taste. That only company like Britannia choose to
manufacture product for every age and every type of the people e.g Britannia Tiger for
growing Kids, Nutri Choice Hi-Fibre Digestive for people having digestion problem, Nutri
Choice Sugar Out for Diabetics people. Keeping in factor like change in health awareness
and taste of people , Britannia adopted tagline like “Think Healthy Think Better “, “'Swasth
Khao, Tiger Ban Jao” and recently slogan “Zindagi Mein life”. Britannia Industries started
marketing its products with the new slogan “Zindagi Mein life” from last two years to target
more health conscious urban Indian. The change has worked – with its millions of Indian
consumers, who are getting more health-conscious by the day, believing in the brand, trusting
its promise of health and accepting innovations from the company. it is the only biscuit maker
in India which has made products trans-fat-free. The brand’s efforts of the company is getting
recognised more each passing day. The study of the consumer behavior is very important to
get into through marketing strategies of company.
MICRO AND MACRO SCENERIO
 CHAPTER- 2

COMPANY PROFILE
2.1 NAME OF THE COMPANY AND ITS HISTORY

Formerly Britannia Biscuit Company Limited

Type Public

Traded as BSE: 500825

NSE: BRITANNIA

Industry Food processing

Founded 1892; 127 years ago in Calcutta

1918; 101 years ago as Britannia Biscuit Company Limited

Headquarters Kolkata, West Bengal

,
India

Area served Worldwide

Key people Nusli Wadia (Chairman)

Products Bakery products, including biscuits, bread, cakes and rusk,

and dairy products, including milk, butter, cheese, ghee and
dahi

Revenue ₹8,684.39 crore (US$1.3 billion) (2017)[1]

Operating ₹1,251.16 crore (US$180 million) (2017)[1]

income
Net income ₹843.69 crore (US$120 million) (2017)[1]

Total assets ₹3,696.14 crore (US$530 million) (2017)[1]

Number of 3,206 (as on 31 March 2017)[1]

employees
Parent Wadia Group

Website www.britannia.co.in
HISTORY
Britannia Industries Limited (BIL) is one of India's leading food companies. Britannia's
product portfolio includes Biscuits Bread Cakes Rusk and Dairy products including Cheese
Beverages Milk and Yoghurt. Its brand portfolio includes Tiger Marie Gold Good Day 50:50
Treat NutriChoice and Milk Bikis. BIL has a presence in more than 60 countries across the
globe. BIL's international footprint includes presence in Middle East through local
manufacturing in UAE and Oman. The company is also the market leader in Nepal. The
Company was born in 21st March of the year 1918 as a public limited company. The
Company's plants are situated in Kolkata Delhi Chennai Mumbai and Uttarakhand. 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. A new factory was established in the year 1924 at Kasara Pier Road in Mumbai. In the
same year the Company became a subsidiary of Peek Frean & Company Limited U.K. a
leading biscuit manufacturing company and further strengthened its position by expanding
the factories at Calcutta and Mumbai. In 1952 the Kolkata factory was shifted from Dum
Dum to spacious grounds at Taratola Road in the suburbs of Kolkata. During the same year
automatic plants were installed in Calcutta and later in 1954 the automatic plants were
installed in Mumbai plant also in the same year the development of high quality sliced and
wrapped bread in India was initiated by the company and was first manufactured at Delhi and
a new bread bakery was set up at Delhi in the year 1965. Britannia Biscuit Company takes
over biscuit distribution from Parry's during the year 1975. In 1976 the company had
introduced Britannia bread in Calcutta and Chennai. During the year 1978 the company made
Public issue in that Indian shareholding crossed 60%. The Company re-christened from
Britannia Biscuit Company Limited to Britannia Industries Limited with effect from 3rd
October of the year 1979. The Company had signed a 10-year technical collaboration
agreement with Nebico Pvt Ltd. Nepal during the year 1980 for the supply of know-how
relating to manufacturing packaging and marketing of biscuits and selection of plant and
machinery. During the year 1989 BIL's Executive Office was relocated to Bangalore. During
the year 1990 two new brands of biscuits Elaichi Creamand and Petit Beurre were launched.
Also in the same year a new cashew badam variant of the brand Milk Bikis and brand
extension of pure magic biscuit Vanilla cream were launched Fruit bread was launched in
Delhi. The Company launched two new speciality brands in the year 1991 viz. Britannia milk
bread and Britannia brown bread in Delhi and extended nationally its main brands Petit
Beurre and Elaichi Cream. In 17th August of the year 1991 the Company handed over its
Soya unit at Vidisha MP to SM Dychem Ltd. BIL had celebrated its Platinum Jubilee in the
year 1992. After a year in 1993 Wadia Group had acquired the stake in ABIL UK and
becomes an equal partner with Group Danone in BIL. The Company was in re birth phase
during the year 1997 new corporate identity 'Eat Healthy Think Better' leads to new mission
of 'Make every third Indian a Britannia consumer' and in the same year BIL entered into the
dairy products market. In 1998 BIL had launched Half/Half a soft cake filled with cream in
two variants chocolate-vanilla and vanilla-orange. The Company had rolled out its flavored
milk brand `Zip-Sip' in tetrapaks in the year 1999. Zip-Sip had been launched in Mumbai and
some markets in the South.Forbes Global Ranking rated the company during the year 2000
among Top 300 small companies. In the same year the company had launched Britannia
Milkman Butter a product under the Milkman brand. BIL made its fund in-principle
agreement to acquire 49 per cent of Kwality Biscuits in the year 2001 through internal
accruals. During the year 2002 the company had entered into a joint venture with the Fonterra
Cooperative Group New Zealand's biggest company and one of the leading diary co-
operative groups in the world and the Britannia New Zealand Foods Pvt. Ltd was born. Pure
Magic the company's product was winner of the Worldstar Asiastar and Indiastar award for
packaging in the same year 2002. After a year in 2003 BIL had launched 'Treat Duet' most
successful of the year and Britannia Khao World Cup Jao rocks the consumer lives yet again.
During the year 2004 Britannia accorded the status of being a 'Superbrand' and the brand
Good Day added a new variant Choconut in its range. Reviewed marketing alliance with the
Kolkata-based Thacker Dairy Products Pvt Ltd. In the year 2005 Britannia New Zealand had
launched health drink for adult. The new plant in Uttaranchal commissioned during the year
2005 it was ahead of schedule. In the same year BIL launched yet another exciting snacking
option the Britannia 50-50 Pepper Chakkar. BIL had forged a strategic alliance with CCD
Daily Bread Pvt Ltd in the year 2006 a Bangalore based Company engaged in manufacturing
and retailing of premium breads cakes snacks and high end ready to eat foods. In the year
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. The company was rated as
the No 1 Most Trusted Food Brand in a survey conducted by AC Nielsen ORGO-MARG and
published in Economic Times in the year 2007. Britannia launched Iron fortified 'Tiger
Banana' biscuits 'Good Day Classic Cookies' Low Fat Dahi and renovated 'MarieGold' during
the period of 2008. BIL was ranked 27th place in the list of India's Fastest Growing Large
Companies by Business Today Special on June of the year 2008. In 2009 Britannia took full
control of Daily Bread. During the year Britannia New Zealand Food (BNZF) became a BIL
subsidiary after BIL bought out New Zealand's Fonterra from the existing joint venture.
BNZF was renamed Britannia Dairy Pvt. Ltd. (BDPL). During the year Britannia became the
first bakery brand in India to remove trans-fats from 99.9% of its products. During the year
Wadia Group became the largest shareholder in BIL after acquiring stake holdings from
Group Danone.In November 2011 Britannia Bread launched its new range of Health Breads
in Delhi. The range consists of Honey & Oats Bread Multi-Grain Bread 100% Whole Wheat
Bread and Multi-Fiber Bread. In 2013 Britannia launched new NutriChoice Crackers Range a
biscuit made with the natural taste of sun-kissed golden wheat. In 2014 Britannia entered into
an exclusive tie-up with Amazon for the launch of its latest product Good Day Chunkies a
super-premium chocolate chip cookie.
2.2 NATURE OF THE BUSINESS
2.3 AREA OF OPERATION
Britannia Industries Limited
Prestige Shantiniketan, Tower C,
The Business Precinct, 16th & 17th Floor,
Whitefield Main Road, Mahadevapura Post,
Bangalore - 560 048
Ph: 080-37687100
Fax: 080-37687486
2.4 VISSION AND MISSION
VISSION

The vision of the Britannia is to dominate the food and beverage market in India with a
distinctive range of “tasty yet Healthy” Britannia brands.

MISSION

The mission of Britannia is 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”.

Short-term Objectives:

 To improve image to shareholders.

 To improve internal processes and controls.
 To increase NSV and ROI.

Long-term Objectives:

 To be the lowest-cost producer in the market.

 To become largest volume player in the bakery industry.
2.5 PRODUCT PROFILE

BRITANNIA MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50years - and going strong. It is
famous for its Britannia and Tiger brands of biscuit, which are popular throughout India.
Britannia has an estimated 38% market share. In a market swamped with me-too products
and where even the name 'Marie' has become generic, Britannia Marie Gold has maintained
its strong hold. 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.

FIFTY – FIFTY
Britannia initially introduced this sweet and salt biscuit product to capture the Parle's
"Krackjack" market share. Launched in 1993, 50-50 because of its "Hatke" taste and youthful
appeal quickly emerged as the leader of category with more than one-fourth of market share.
It bridges the gap between biscuits & snacks and tries to bring the best of many worlds-
Biscuits bhi Snack bhi, Sweet bhi Spicy bhi, Baked bhi Chatapata bhi. The new product being
baked and in bag format allows guilt free snacking both in and out of home and thus making
housewives "Snack happy".

BRITANNIA’S PRIDE – TIGER

With the launch of another new product "Tiger" Britannia made a significant shift in its own
business arena. The new product "Tiger" was launched in red coloured packs to attract the
eyes of the rural consumers as the rural consumers prefer this colour very much. The later
variants under the same brand name were having different colours. But there market
capturing capacity were lesser then that of the Red coloured packed Britannia Biscuits. The
micro packs @ Rs2 per 15gms were pushed to market to expand the market to untapped areas
and also to create new customers by making it affordable even to a BPL consumer also. This
has resulted in further increase in Market share and also consumer preference.

BRITANNIA GOOD DAY

It 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 Choconut in 2004. This rich cookie 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 among the fastest growing brands in Britannia's portfolio
and it has been the leader in the cookies category ever since its launch. The brand is
synonymous with everyday treats that infuse happiness into people's lives.
CAKES
Britannia entered the cake market in the year 1963 and is the leading player in the market.
Britannia Cakes range is divinely scrumptious and has Bar Cakes, Chunk 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 NUTRI CHOICE

It provides you with a range of snacks and NutriBix which are inherently healthy yet do not
compromise on taste and come with a promise of adding goodness to your lives.

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'.

Britannia NutriChoice Oat Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes. There's no longer a need to avoid snacks or go
hungry while traveling or at work. Rather approach snacking in a healthy way with our Oat
Cookies. Britannia NutriChoice Oat Cookies are scientifically created to suit the special
lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar. They are
tasty, crunchy and convenient option for those mid-meal pangs. In addition, the oat fiber
lowers rise in blood sugar, helps control blood cholesterol and helps you feel satisfied and
active for longer.

Britannia NutriChoice Ragi Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials
specially designed for people with diabetes. There's no longer a need to avoid snacks or go
hungry while traveling or at work. Rather approach snacking in a healthy way with our Ragi
Cookies. Britannia NutriChoice Ragi Cookies are scientifically created to suit the special
lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar levels.
They are tasty, crunchy and convenient option for those mid-meal pangs. Ragi helps lower
blood glucose levels and in a rich source of magnesium, which is instrumental for the
production of important enzymes. Our Ragi Cookies are a good source of fiber, both soluble
and insoluble, for heart and digestive health.

Nutrichoice Health Starter Kit

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health Starter Kit.
Created for everyone who makes a New Year resolution to become healthy and does not
follow through on it. The Health Starter Kit contains a range of healthy biscutis - 1 pack each
of Nutrichoice Hi-Fiber Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice
Cracker. It also has a one week free pass to Talalkars gym that entitles every consumer to one
week free trial of any Talwalkars (TBVF ltd) gym across the country. In addition to this the
pack also contains a Fit Sip Sipper and a fitness chart. All this for only Rs 100.

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. 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
Fibre, 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 SugarOut
Sounds like yesterday when people commented that healthy foods meant "compromising on
the taste." 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.
This is because NutriChoice SugarOut 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 Litetime, Chocolate cream, and Orange
cream, targeted towards all health sensitive people. It is also relevant for consumers with
sugar related ailments. We are sure that you will be pleasantly delighted with its great taste
and equally surprised to know that it has no added sugar. Don't be taken for a ride when you
read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100%
no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Britannia has
chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in
the processing of NutriChoice SugarOut.

NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards healthy and
active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks,
along with inadequate sleep and frequently eating-out, all take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to
worry about. Made with 50% whole-wheat and packed with added fibre (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 carton pack. Try
one and you'll know that you've made one smart choice - NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in exciting
flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly yummy
Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet
mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple,
Strawberry Surprise, Tangy Orange and Delicious Dates! Want to know a little secret? They
make the best tiffin treats! So during snack time what better than to munch on the delicious
and healthy Fruit Rollz and discover the yummy fruit flavor from within the shells. Keeping
up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking
option for kids, while keeping the Moms assured about the goodness provided by the fruit
filling. So go on and treat yourself to the lip-smacking snack!

New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to all
with its new product and pack design. Recently re-launched in its existing Southern &
Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement
and appeal to ‘nutritious’ food. Whoever said that ‘good food’ needs to look ‘dull and
boring’, will just have to take a look at Milk Bikis. With a unique and attractive honeycomb
design and an enhanced product experience, the new biscuit prompts the ‘Kid’s will love it’
reaction amongst mothers. The milk goodness in the recipe is now enhanced with SMART
NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical
development in growing kids. The premium packaging, besides appealing to kids, also
ensures that the biscuits remain fresh and crisp. So, whether its breakfast time or snack time
at school, rest assured that kids will look forward to munching these crunchy, milky biscuits
which even helps in their development. And yes, adults won’t be far behind in reaching out
for a pack!
2.6 COMPETITORS PROFILE
 PARLE PRODUCTS LTD

Parle Products company was founded in 1929 in British India by the Chauhan family of Vile
Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became
independent, the company launched an ad campaign, showcasing its Gluco biscuits as an
Indian alternative to the British biscuits.[5] The Parle brand became well known in India
following the success of products such as the Parle-G biscuits and the Frooti soft drink.

The original Parle company was split into three separate companies, owned by the different
factions of the original Chauhan family, with a majority of it owned by Parle Agro products:
 Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands
Parle-G,20-20,Magix,Milkshakti, Melody, Mango Bite, Poppins, Londonderry, Kismi
toffee bar, Monaco and KrackJack)
 Parle Agro (1960s), led by Prakash Chauhan and his daughters Schauna, Alisha and
Nadia (owner of the brands such as Frooti and Appy)
 Parle Bisleri (1970s), led by Ramesh Chauhan, his wife Zainab Chauhan and their
daughter Jayanti Chauhan
All three companies continue to use the family trademark name "Parle". The original Parle
group was amicably segregated into three non-competing businesses. But a dispute over the
use of "Parle" brand arose, when Parle Agro diversified into the confectionery business, thus
becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro
for using the brand Parle for competing confectionery products. Later, Parle Agro launched
its confectionery products under a new design which did not include the Parle brand name.[7]
In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under
the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products
belong to a separate company, which has no relationship with Parle Products.

 AMUL

Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat. Formed
in 1948, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat. Amul spurred India's White Revolution, which made the country the
world's largest producer of milk and milk products.White revolution was spearheaded by
Tribhuvandas Patel under the guidance of Sardar Patel. As a result, Kaira District Milk Union
Limited was born in 1946. Tribhuvandas became the founding chairman of the organization
and led it until his death. He hired Dr. Verghese Kurien three years after the white revolution.
He convinced Dr. Kurien to stay and help with the mission. Kurien, founder-chairman of the
GCMMF for more than 30 years (1973–2006), is credited with the success of Amul's
marketing. Amul has ventured into markets overseas.
  NESTLE LTD

It is the largest food company in the world, measured by revenues and other metrics, since
2014. It ranked No. 64 on the Fortune Global 500 in 2017 and No. 33 on the 2016 edition of
the Forbes Global 2000 list of largest public companies. Nestlé's products include baby food,
medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products,
ice cream, frozen food, pet foods, and snacks. Twenty-nine of Nestlé's brands have annual
sales of over CHF1 billion (about US$1.1 billion), including Nespresso, Nescafé, Kit Kat,
Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in 189
countries, and employs around 339,000 people. It is one of the main shareholders of L'Oreal,
the world's largest cosmetics company.

Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in
1866 by brothers George and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866
by Henri Nestlé. The company grew significantly during the First World War and again
following the Second World War, expanding its offerings beyond its early condensed milk
and infant formula products. The company has made a number of corporate acquisitions,
including Crosse & Blackwell in 1950, Findus in 1963, Libby's in 1971,Rowntree
Mackintosh in 1988, Klim in 1998, and Gerber in 2007. Nestlé has a primary listing on the
SIX swiss Exchange and is a constituent of the Swiss Market Index. It has a secondary listing
on Euronext.

 MOTHER DAIRY

It is an Indian company that manufactures and sells milk, milk products and other edible
products. Its milk products include cultured products, ice cream, paneer and ghee under the
Mother Dairy brand. The company also sells edible oils, fresh fruits and vegetables, frozen
vegetables, and processed food like fruit juices, jams, pickles etc. Mother Dairy was founded
in 1974, as a wholly owned subsidiary of the National Dairy Development Board (NDDB).
2.7 MARKET SHARE
2.8 AWARDS AND ACHIEVEMENTS
YEAR 2010-11

 5th Most Trusted Brand in Economic Times Brand Equity Trusted Brands
Survey
 Business World Most Respected Company Award 2011
 The Master Brand 2010 Award by CMO Council of India

YEAR 2011-12

 7th Most Trusted Brand Economic Times Brand Equity Trusted Brands
Survey
 Creative HR Practices Award by Employer Branding Institute, India
 Manufacturing Performance Excellence Trophy by IMCRBNQA (Indian
Merchant Chambers Ramakrishna Bajaj National Quality Award)
 CII Quality Award for Outstanding Performance in Food Safety Excellence
in the category of ‘Large Food Businesses - Manufacturing'
YEAR 2012-13
YEAR 2013-14
YEAR 2013-14

The esteemed jury from Renewable Energy India Awards 2016 selected Britannia for a
special recognition under the Leading RE Investor category
2.9 CORPORATE SOCIAL RESPONSIBILITY
i. Eradicating hunger, poverty and malnutrition, promoting health care including
preventive health care and sanitation including contribution to the Swach Bharat Kosh
set-up by the Central Government for the promotion of sanitation and making
available safe drinking water.
ii. Promoting education, including special education and employment enhancing
vocation skills especially among children, women, elderly, and the differently abled
and livelihood enhancement projects.
iii. Promoting gender equality, empowering women, setting up homes and hostels for
women and orphans; setting up old age homes, day care centres and such other
facilities for senior citizens and measures for reducing inequalities faced by socially
and economically backward groups.
iv. Ensuring environmental sustainability, ecological balance, protection of flora and
fauna, animal welfare, agro forestry, conservation of natural resources and
maintaining quality of soil, air and water including contribution to the Clean Ganga
Fund setup by the Central Government for rejuvenation of river Ganga.
v. Protection of national heritage, alt and culture including restoration of buildings and
sites of historical importance and works of art; setting up public libraries; promotion
and development of traditional ands and handicrafts.
vi. Measures for the benefit of armed forces veterans, war widows and their dependents.
vii. Training to promote rural sports, nationally recognised sports, paraolympic sports and
Olympic sports.
viii. Contribution to the Prime Minister's National Relief Fund or any other fund s€t up by
the Central Government for socio-economic development and relief and welfare of
the Scheduled Castes, the Scheduled Tribes, other backward classes, minorities and
women.
ix. Contributions or funds provided to technology incubators located within academic
institutions which are approved by the Central Government.
x. Rural development projects.
xi. Slum area development.
2.10 SWOC ASSESSMENT

STRENGTH

 Britannia is the market leader in its industry and is among the fastest growing FMCG
companies in the last two years.
 Its net profit increased by 77.5 per cent and operating margin by 307 basis points to
7.5 per cent in 2007-08, despite inflation in key commodities by 2025 per cent in the
last two years.
 In a survey conducted by AC Nielsen ORG-Marg, consumers voted brand 'Britannia'
among the 'Top 10' most trusted brands across categories for the fifth successive year.
 It was also rated as the second most trusted food brand in 2008 and first in 2007.
 It was rated as the seventh most trusted brand across all categories in 2008.
 Its performance in 2007-08 was strong, with a sales growth 17.5 per cent, besides a
27.5 per cent growth in the previous year, adding Rs 800 crore of incremental revenue
during this period (total revenue for 2007-08 was Rs 2,617 crore).
 It is the only biscuit company to have removed trans-fat from all its recipes.
Approximately 50 per cent of the company's bakery portfolio is now sold fortified
with micronutrients
 Widely accepted and available and it is a non- seasonal food which is in demand
thought-out the year
 Diverging into new products and categories like Tiger Pops (smaller version of the
Tiger glucose biscuit) and Pepper Chakkar (the 50-50 biscuit sprinkled with pepper to
give it a snack-like flavor)
 It has doubled its advertising budget in the last 5 yrs.
 Strategy to concentrate more on the trade marketing

WEAKNESS

 Requires a high level of investment in terms of innovation and technology in which

Britannia is stagnant
  Britannia Industries witnessed a loss in sales momentum for the third consecutive
quarter (2005-06) as the company has been feeling the heat of growing competition
 Focus only on premium segment
 Biscuits is the only thing Britannia is known for even though it deals with dairy
products
 Processed food is considered unhealthy
 Biscuits were assumed as sick-man's diet in earlier day

OPPERTUNINTIES

 Demand for a health free product as people are more health conscious
 Improved standard of living
 Higher disposable income
 The rural sector consumes around 55 percent of the biscuits in the bakery products.
 Bread and biscuits are the major part of the bakery industry and covers around 80
percent of the total bakery products in India
 India is considered as the third largest producer of Biscuits after USA and China, the
per capita consumption of biscuits in our country is only 2.1 Kg., compared to more
than 10 kg in the USA, UK and West European countries

CHALLENGES

 The Wadias of Bombay Dyeing Group and France's Groupe Danone have separated
and Danone plans to use of Britannia Industries Ltd's biscuits brand "Tiger" in several
countries.
 Competitors coming up with similar products at a lower price since this commodity is
very price sensitive
 Rapid increase in the cost of major inputs such as wheat flour, sugar, oil, packaging
material, fuel, power, transportation, etc, has made a dent in the viability of the
industry as it is an agro based industry.
 Biscuits deserve parity with tea, coffee and other basic food products that are liable to
VAT at 4 per cent instead of being subject to VAT at 12.5 per cent applicable to
delicacies
 Commodity inflation continues to have a significant impact on input cost and this
inflationary pressure has put industry profits under pressure.
 Food is a fickle segment. And biscuits is a highly penetrated category
 Completion form foreign companies.
 CHAPTER- 3

ORGANISATIONAL STRUCTURE