Biscuit Industry in India
India is the world's 3rd largest biscuit producing nation after the US & China. The Indian biscuit market is estimated to reach around $8 billion by 2023. Let is be cookies, rusk or biscuits Indians love this lovely baked bliss. Considering the FMCG the penetration rate of cookies is as high as 94% in the urban areas.
Britannia is not the only big player operating in the Indian Market. The major companies operating in this segment are Parle, ITC, Surya Foods, and Bisk Farm. Still, in such a competitive and price-sensitive market, Britannia has an estimated market share of 38%.
Product Innovation
Securing the 56th position on the Forbes list of Most Innovative growth companies. Britannia is continuously evolving as per the situation. Looking back upon the history of the products also give us good insights about their smart moves. The shift of the product lines from time to time shows their engagement in the marketplace. Their iconic brands like Marigold, 50-50, Maska Chaska, etc were India's most successful biscuits brands. But they didn't rely just upon them, rather they continued their innovation which made them strong enough to face brands like Mondelez.
Brand positioning
Despite having a mighty presence in more than 60 countries and with firm brand value, Britannia took a step for an image makeover by reimagining their core identity. While most companies would not be ready for such a trade because of the risk involved in the experimentation.
Britannia's massive step of rebranding even transferred the brand logo but without sacrificing its core values. Initially, the brand started a journey where biscuit manufacturing was considered a local enterprise and the ones with a better distribution channel were the winners. Britannia's strong leadership and vision of creating values shifted their position to sell more value rather than selling more volume.
Emotional Bonding
Britannia is seen as a premium brand in the Indian market. The point of differentiation is in their value proposition. The had some of the amazing products and still, these products are performing well. One tagline that never leaves the emblem of the company is "Eat Healthy, Think Better".The following are some of the most successful campaigns and innovative product positing.
Treat- "Fun in the middle"
The most famous Indian cream biscuit with their incredible favors choices attracts the young kids. Treat knows how to have fun every time.
Good day - "One Good Day Many smiles"
Liked by people from all age groups is an evergreen and the most popular cookie in India. Every Indian is familiar with the rich flavor of this baked bliss.
Cakes- Full of Goodness
Cake slices with fruity gems are a well-known snack serving every house. The first word which hits the minds of Indians whenever there comes the name of the cake.
Nutri Choice - "It all starts with a good choice"
Biscuits loaded with tons of fiber is increasingly becoming popular amongst the health freaks. Nutri-choice biscuits have acquired really a niche market with very strong market capture.
Published by Shakeb Fraz
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