The story of Britannia - Eat Healthy, Think Better

" Eat Healthy , Think Better "

The story of one of India's biggest brands "Britannia Biscuits " reads almost like a fairy tale.

A biscuit manufacturing company launched its business with a marginal capital of Rs295 in 1892 in a non descript house in Calcutta. What can one do with Rs.295.00 in today's world ?

There was no electricity, the burning wood was used as the main fuel. But the taste of the biscuit manufactured was the most influencing factor to the general public. Gupta brothers acquired the factory and ran it in the name of V.S.Brothers.
1910 was the year when electricity was ushered in and there was a great deal of activities accompanied in the manufacturing of Biscuits. An English man by name Homes joined as a partner in the year 1918. The company acquired the name "Britannia Biscuit Company ". The infra-structure facilities , machineries, gas ovens were imported from Britain in two years time. Britannia got the name and became famous for using gas for the first time in Asia in manufacturing Biscuits.

Britannia inculcated the culture of eating biscuits in the minds of Indian people in a big way with the slogan "Eat Healthy, Think Better " . A production centre was established in Mumbai also. Perceiving the opportunities for a rapid growth, Peek Bern in U.K. made a substantial investment in Britannia.

During the second world war , Biscuits were specially manufactured for the British Govt. which were deported for these of soldiers engaged in the war. In the period 1945- '50, after the world war II, Britannia saw its capital to grow to a sprawling Rs.128 lakhs, which meant to them 8 folds the capital they had in 1940. Britannia shifted its gear in the marketing of Biscuits from Parry & Co to themselves from 1975 onwards. The company took a new birth in the name "BRITANNIA INDUSTRIES LIMITED " The sales touched a peak of Rs.100 Crores in 1983.

Britannia celebrated its Platinum Jubilee in the year 1992. It is now in the hands of well known Wadia Group jointly with the world wide Groupe DANONE. " GOOD FOR HEALTH; GOOD FOR TASTE; FINEST IN BRAND; AFFLUENT IN PRICE"
ARE THE STRATEGIES employed by Britannia for its towering stature today.

Marketing Strategies :-
Milk-Biskies are made specially for children. Britannia TIGER Biscuits are made for boys and girls in the age group of 7to14. Britannia is quick to realize the wants of Teenagers, it brought a special brand for this group in the name "Little Hearts" which became super hit in no time. Britannia's next strategy was to introduce a new brand with a question tag " Sweet or Hot " biscuit. It was branded as "50-50-Biscuit". When the decision is referred to the 3rd umpire in cricket, we all see "50-50" blinking in the screen, it is also a way to impress the biscuit brand's name in the minds of cricketing world. Marrie Gold is an universal brand introduced by Britannia which is sought after in tea time and when travelling, thus making the demand for this brand as the highest which is also due to an affluent price.

Promotional Strategies:-
"Eat Britannia, Go for World Cup" was the theme adopted in 1999 .People bought the biscuit packs and searched for the lucky scratch for flying to England to see world Cup Cricket match.The sales bounced 37% high on account of this strategy.The scheme came alive again during the world Cup Match in 2002-2003 in South Africa. " Lagan - the super hit movie " brought fame to Britannia Biscuits also as 40000 buyers of Britannia Biscuit packs were invited to see and a small lucky group to play the game with the movie Stars of Lagan. What a novel way to promote a product - a perception in correct proportion indeed !!

Summary:-
* Britannia Industries have a base of 23000 share holders with a paid up capital of 23890163 shares of Rs10/each today.

* Largest company in India in food processing industries where product range also includes Breads and Cakes.

* Manufacturing and sourcing locations spread across the length and breath of the country.

* Tens of Thousands of outlets having one of the largest distribution net work in the country.

* Britannia Biscuits enjoy a brand loyalty in Export Houses also.

* When it TIGER brand was introduced in the market , Britannia supplied Note Books, Scales, Pencils to Children in the name of its new brand free of cost.

* Britannia now owns an ultra modern manufacturing facility. It has built up a big consultancy centre also.

* Biscuits sold in a year when kept in pile formation one above the ones may scale 10 times higher than the Everest Peak.

" Eat Healthy, Eat Britannia " !!!!!!