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Britannia to chart new growth path & launch 50 products in 100th year
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Friday, 10 August, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Britannia Industries has planned innovations and chalked out a new growth path as a part of its centenary year. These include a change in the company logo, the launch of 50 innovative products, new packaging, advertising campaigns with spends of about Rs 60 crore and a successful go-to-market strategy. The company is also increasing its production capacity, ramping up its distribution with technology enabling product tracking.
In sync with the World Health Organization’s (WHO) recommendations of the Eat Right Movement, which FSSAI has initiated in India, Britannia said it was working to reduce its sugar content by five per cent, and suitably decreasing the salt and sodium content in its products within the next three years.
“In our 100th year, we are making a fresh start. The Britannia brand has brought delight to many Indians and is one of the most trusted names in households. As we take decisive steps to become a total foods company, we have set our sights on expanding globally,” said Varun Berry, managing director, Britannia Industries, at a media interaction in Kolkata for the centenary year.
Britannia’s manufacturing capacity is currently 1.2 billion tonne of biscuits annually, consumed in 77 million households and sold across five million retail outlets.
Announcing a 10-point manifesto on the occasion, Berry stated that the company’s new logo reflected its ability to thrive in the age of digital consumers.
“We are ready to take on challenges, embark on disruptive innovation and continue to ensure that the company is the best place to work,” he added.
The company announced its plans to set up one of the biggest manufacturing facilities in Nepal, which is its maiden investment abroad.
Back home, Britannia invested Rs 155 crore to set up a factory in Mundra, which is a special economic zone (SEZ). This is its first move towards setting up an exclusive exports facility in the country as its exports to 70 countries, including some in the Middle-East and Africa, where its products are popular.
“The production plant is equipped with the latest manufacturing technology and is an advanced facility,” Berry said.
The company has increased its in-house manufacturing to 70 per cent, while 30 per cent of its production continues to be outsourced.
In the area of research and development (R&D), its 55,000 sq ft state-of-the-art facility at Bidadi, off Bengaluru, is now accelerating product innovation in new categories. In the last four years, there has been a 10-fold increase in innovation. The company annually invests Rs 30 crore on research.
In addition to biscuits, breads and cakes, the company will launch croissants, following its joint venture with Chiptia, SA.
“On the dairy front, we will be taking major strides in strengthening our franchisees for butter, cheese and dairy whiteners. There is a back-end investment for milk procurement programmes,” Berry said.
“The best is yet to come. Even if there are challenges, we are not intimated. There is no move to cut pricing, and we believe our cost efficiency programme is robust. With the prevailing inflationary trend, no cost cut is possible,” he added.
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