Introduction

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. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the

advent of electricity, Britannia mechanised its operations, and 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.

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 re-christened 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. In 1999, the "Britannia

Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand

Britannia'.

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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 recognised for its innovative approach to products and

marketing: the Lagaan Match was voted India's most successful promotional activity of the year

2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product

launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the

world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. 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. And millions of

consumers will savour the results, happily ever after.

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HISTORY OF BRITANNIA

1892

The Genesis - Britannia established with an investment of Rs. 295 in Kolkata 

1910

Advent of electricity sees operations mechanized 

1921

Imported machinery introduced; Britannia becomes the first company East of the Suez to

use gas ovens 

1939 - 44

Sales rise exponentially to Rs.16,27,202 in 1939

During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore 

1975

Britannia Biscuit Company takes over biscuit distribution from Parry's

1978

Public issue - Indian shareholding crosses 60% 

1979

Re-christened Britannia Industries Ltd. (BIL) 

1983

Sales cross Rs.100 crore 

1989

The Executive Office relocated to Bangalore 

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1992

BIL celebrates its Platinum Jubilee 

1993

Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Grouped

DANONE in BIL 

1994

Volumes cross 1,00,000 tons of biscuits  

1997

Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make

every third Indian a Britannia consumer'

BIL enters the dairy products market

1999

"Britannia Khao World Cup Jao" - a major success! Profit up by 37% 

2000

Forbes Global Ranking - Britannia among Top 300 small companies  

2001

BIL ranked one of India's biggest brands

No.1 food brand of the country

Britannia Lagaan Match: India's most successful promotional activity of the year

Maska Chaska: India's most successful FMCG launch

2002

BIL launches joint venture with Fonterra, the world's second largest dairy company

Britannia New Zealand Foods Pvt. Ltd. is born

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Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

Economic Times ranks BIL India's 2nd Most Trusted Brand

Pure Magic -Winner of the WordStar, Asia star and India star award for packaging

2003

'Treat Duet'- most successful launch of the year

Britannia Khao World Cup Jao rocks the consumer lives yet again

2004

Britannia accorded the status of being a 'Super brand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range

2005

Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

Britannia launched 'Greetings' range of premium assorted gift packs

The new plant in Uttaranchal, commissioned ahead of schedule.

The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar

2007

Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a

70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and

65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.

2008

Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies',

Low Fat Dahi and renovated 'MarieGold'.

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ABOUT THE INDUSTRY

Biscuits derive its name from a French word meaning twice backed bread; Biscuits in general

have a good shelf life, which is higher than all other snack items available in the market.

India is the second largest producer of biscuits in the world after the U.S.A. but still the per

capita consumption is only 2.3 kg/year of developed countries. As per the latest survey done by

N.C.A.E.R., 49 biscuits are consumed in rural areas. The penetration of biscuits into households

stands at an average of 83.2% with the rural penetration at 77% and urban penetration at 88%.

Biscuits are reserved for the small scale sector but there are strong possibilities of the industry

being deserved in line with the government policy of liberalization. The net effect thus would be

greater choice for the consumer as well as a check on the costs.

The country production of the biscuits during 2004-05 was 18.6 Lac tons of which 1/2 were

manufactured by the organized sector. The industry turnover was 5322.7 Crores of which

organized sector contributed 2519.3 crores.

Britannia, makers of Britannia biscuits, doubled capacity from 25 tons a day to 50 tones and

plans to be a national brand soon. In an aggressive mode, the North dominated biscuit player has

increased its ad budget to Rs. 5 crore this year from Rs. 3 crore last year. Britannia has also

recently invested about Rs. 5 crore in the modernization and expansion of its production and

packing its production capacity of 40 tons per day to 100 tons per day by next year. The aim: to

take the current turnover of Rs. 50 crore to Rs. 100 crore by the year.

The low priced brand claims to have a 15 per cent market share in the North and is aggressively

eyeing a bigger bite of the Rs. 2,500 crore biscuit industries. The brand plans to gain a 40 per

cent market share in the North by the year of.

The company's strategy has been to attract new consumer segments and widen its consumer base

with its well packaged low priced offerings. Britannia's success has also come from its

formidable.

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It gives me great pleasure to introduce the Summer Training Report. It is based on the survey

conducted in East Delhi region on Biscuit industry. The applicability of various branding

strategies play crucial role in marketing in product. The applicability has grown due to the

liberalization, competition and technological changes taking place in corporate world.

In this project the various branding strategies adopted by the company has been studied and

compared on the basis of current market scenario. It gives the idea about the market share

enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage of

many issues related to biscuit industry. The objective of this report is to give the market share of

Britannia biscuits in the Indian capital (New Delhi). It has been made possible by knowing the

consumer's behavior and by studying the patterns adopted by the retailers. It gives us very

precise view about the existing demand of Britannia biscuits and demand of their products as

compared to other competitors. It also highlights the changing market trends and consumer

preferences, why they have shifted from finally pack to pouch pack. The annual growth rate of

the industry is about 12.5%. However, the growth of cream biscuits, assorted or special variety is

the range of 30-40%.

The organized sector consists of large, medium and small scale biscuit manufacturers who

produce packed biscuits. The major players in this sector are Britannia, Bakeman’s, and Parle,

etc. the unorganized sector comprises of small bakery units, cottage and household type

manufacturing plants. These units distribute their biscuits in the surrounding vicinity of their

manufacturing locations of say 20-50 kms. The country production of biscuits during 2005-06 is

estimated to be about 19.5 lack tons. Out of which 1/2 again is expected from unorganized

sector.

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PRODUCTS

TREAT

As a move to consolidate all the individual Cream Treat offerings under a single umbrella,

Britannia launched Treat in 2002. Treat has a range of tasty delights for all kids with yummy

creamy treasures within the biscuit shells. The kids have always relished unraveling the

irresistibly delicious creams hidden inside the biscuit Britannia Treat offers a wide variety of

flavors, such as the Elaichi, the Fruit Flavored Creams such as Orange, Pineapple, Mango, and

Strawberry, the Jam Filled Centers under the Jim Jam range, and the Duet Range (biscuits with

two flavors of cream between three layers of biscuit) comprising Strawberry Vanilla and Duet

Strawberry Chocolate.

Britannia Treat has now launched yet another mouth watering delight under its umbrella. The

delicious Fruit Rollz take the Treat brand beyond the cream biscuits and provides yet another lip

smacking delight to its consumers!

Fruit Rollz are soft rolls filled with the goodness of real fruits, and provide a healthy yet

scrumptious treat to our 'loveable devils' Treat also introduced its

naughty and adorable brand mascot FUNTOOSH whose primary

occupation is mischief! FUNTOOSH is the guy who will pull off any

trick to make sure he gets to eat his Britannia Treat!

For all you kids, who have relished the yummy treasures of Britannia

Treat in exciting flavors, look out for yet another reason to celebrate!

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Britannia Treat launches a new and exciting combination of chocolate and caramel in a single

bar - TREAT CHOCO GELO. This unique and never before product is guaranteed to double the

masti and double the fun that you have with Treat.

Treat Choco Gelo has been launched nationally in August, 2007 and is available at an attractive

price of just Rs.5/-

So go ahead, open this delicious pack, indulge yourself with Treat Choco Gelo and enjoy

Yummy Chocolate and Gooey Caramel for "Double Masti ka Double Dose"

TIGER

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of

its launch and continues to be so till today. Tiger has grown from strength to strength and the re-

invigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in

the highly competitive glucose biscuit category.

Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is for

modern mothers who play an enabling role for their children to compete in today's world and

thus want the best. Now Tiger Glucose has been fortified with "Iron Zor" with an attempt

towards addressing the Iron Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and energy

in both urban and rural India, and transcending glucose biscuits.

Tiger Coconut: Delicious Coconut Flavored Energy Biscuits, launched in 2001

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Tiger Creams: Was introduced in 2002 at just Rs 5 per pack. Tiger Cream is now available in

Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavors, and promises to

bring more fun and more energy to children across the country.

Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It is mini sized

poppable glucose biscuit with colored sugar sprinkling. It comes in two variants: Milk Sparkies

and Choco Sparkies

Tiger Banana: Britannia is committed to help secure every child's right to

Growth & Development through good food every day. Purposefully

taking forward the credo of 'Eat Healthy, Think Better ', we have launched

a new variant under our power brand tiger - tiger banana - power packed

with iron zor & and with the delightful taste of banana.

iron zor helps make mind sharper and body stronger. An Rs.4 pack has as

much iron zor as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for

children.

Britannia Tiger Banana packed with iron zor and goodness of Banana is accessible to all, being

available in convenient packs priced at Rs.2, Rs.4 and Rs.10.

GOOD DAY

Britannia Good Day 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 Coconut in 2004.

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This rich biscuit 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 amongst the fastest

growing brands in Britannia's portfolio and is today the market leader with almost 2/3 share of

the market. The brand is synonymous with everyday treats that infuse happiness into people's

daily lives.

After two decades of magnificent success; it was time to give the nation yet another reason to

have a good day. Abundance, goodness, indulgence and now unrestrained joy - that is the

message of this new campaign.

The new TT ad is the uncontrollable expression of the ticket collector's happiness and joy that is

stimulated by consumption of the cookie that spreads cheer amongst the people around him

creating an atmosphere of shared joy that's unorchestrated and straight from the heart. The

celebration was taken to the IPL as Good day cheered along with a million cricket fans in the

stadiums, each screaming and proclaiming "Ho Gaya re Good Day". The dazzling brilliance of

this Endeavour, the contagious rhythm needs to be lived and spread through the nation, making

'Iska toh ho Gaya Re Good Day' a part of the common lingo and a way of life.

Good Day truly believes laughter and happiness are infectious, it transcends race, caste creed

unifying humanity in an inclusive emotion.

The brand perseveres to infuse cheer, hearten the nation and enliven lives. With its rightful place

on the front page of The Times of India, Good Day gifts the nation a priceless treasure, that of

spreading JOY!

BOURBON

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Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with

sugar crystals - presenting, the original Bourbon, from the house of Britannia.

India's first and favorite Bourbon's sweet adventure began in 1955. Since then, Bourbon lovers

across the country have been caught opening this chocolate couplet, licking the cream, and

nibbling at the melt-in-your-mouth biscuit, bit by bit. Some have been witnessed chomping it

whole, at one go. Some have been noted to alternate it with sips of coffee; others team it with

lots of gossip and gupshup, while a few have been observed enjoying it with a book.

And some have been seen reluctantly sharing their Bourbon.

Whatever the occasion, wherever the hangout, Bourbon makes for great company. You can grab

your very own Nano Pack or a Pocket Pack. The Hangout Pack is just right for chilling with

friends. Take along a Party Pack for... yes, a party! And the Gift Pack will surely win you a few

brownie points!

50 -50

With a brand name like 50-50, can the product be anything but fun? Launched in 1993, 50-50

belongs to the family of crackers and is considered the "very very tasty tasty" snack.

Britannia 50-50 is the leader in its category with more than one-third of market share. The

versatile and youthful brand constantly aims to provide a novel and exciting taste experience to

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the consumer. As a result, in 2001, the delicious Maska Chaska was launched as a variant of the

original brand and became an instant success.

MARIE GOLD

Britannia's oldest brand enjoys a heritage that spans the last 50 years - and going strong. In a

market swamped with me-too products and where even the name 'Marie' has become generic,

Britannia Marie Gold has maintained its stronghold. 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.

MILK BIKIS

Kids may dislike drinking milk, but they love Britannia Milk Bikis! Milk Bikis has been trusted

by mothers as a source of growth energy of milk and their loyalty to the brand has made it an

integral part of their children's nutrition regimen.

In 1996, Milk Bikis launched a variant called Milk Cream. These round biscuits

come with smiley faces and are full of milk cream that makes them very popular

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with children. Milk Cream also promoted the idea of 'eating milk' in a yummy way, which makes

mothers happy as well.

To keep pace with the demands of the new generation and to bring milk nutrition to the masses

in a delightful form, Milk Bikis, went one step further in the last quarter of 2006 in providing not

just energy but ‘developmental fuel’ for children. With a unique and attractive honeycomb

design and an enhanced product experience, the new biscuit is now fortified with SMART

NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical development

in growing kids.

NUTRICHOICE

In continuation of the promise of "Swasth Khao, Tan Man Jagao," Britannia introduced

NutriChoice range of healthy biscuits in 1998. The brand is targeted towards overall health and

wellness for adults.

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The range has for long comprised of three popular variants, namely NutriChoice Thin

Arrowroot, NutriChoice Cream Cracker and NutriChoice Digestive.

NutriChoice Thin Arrowroot - An ageless classic

Extremely popular in East India for over 4 decades (where it is affectionately referred to as

Britannia Theen), this brand contains the benefits of arrowroot known to aid digestion and

remove harmful toxins from the body. Prior to 1998 it was being marketed as Britannia Jacob's

Thin.

NutriChoice Cream Cracker - As nature would have wanted it to be

Ask any biscuit manufacturer and they will tell you how difficult it is to make this biscuit,

especially with next to nothing sugar, with no added colors and flavorings for taste. It is this

neutral taste that makes it an ideal choice to be consumed with hot beverages, dips, chutneys, and

accompaniments.

NutriChoice Digestive - Delightfully tasty and wholesome

Made with 50% whole-wheat and packed with added fiber (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 pack.

In 2007, NutriChoice SugarOut was launched. 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. It 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 Lifetime, Chocolate Cream, and Orange

Cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar-

related ailments.

We are confident that you will be pleasantly surprised with the great tasting and healthy range of

NutriChoice. Try one and you'll know that you've made one smart choice.

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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. Whether it is missing that extra hour of sleep over early morning

exercise, or eating unappetizing foods over that extra oil-dripping samosa. 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 Fiber, 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 Classic Lite Cracker - NutriChoice Crackers have for long been the healthy

choice of the discerning consumer. The popular NutriChoice Cream Cracker has been improved

to make it crispier and tastier and been rechristened as Nutrichoice Classic Lite Cracker.

NutriChoice Nature Spice Cracker - Now there is more choice for the discerning cracker

consumer. NutriChoice Nature Spice Crackers are delicately sprinkled with the goodness of

Ajwain and Jeera. Ajwain s benefit with good digestion is legendary, while each one of us

relishes the taste of Jeera. In addition 0% Sugar is added to these biscuits which deliver the

health promise that Nutrichoice is known for.

NutriChoice Crackers are made by using a special FRESH BAKE TECHNOLOGY, which

ensures that they are completely free from Cholesterol, harmful Transfats, artificial

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preservatives, colors and flavors. They come in an international metalized packaging, which

ensures that the biscuits retain maximum freshness till the time they are opened.

TIME PASS

Before Time pass, Britannia's offering in the salted cracker category was Snacks. Launched in

1999, Snacks was promoted as a tastier base for toppings through edgy advertising.

Then in late 2000, supported by aggressive advertising that featured the brand as a perfect

partner for time pass moments, Britannia Time pass was launched.

The brand quickly became a leader in Britannia's portfolio and, consequently, Snacks was

revamped as a lighter product and renamed Britannia Time pass Classic Salted. To further the

franchise of the Time pass brand, a variant 'Nimkee' was introduced in the Eastern market in

April 2003, and then taken nationwide after a favorable response. Judging by its history, the

resounding success of Britannia Time pass will continue to grow.

LITTLE HEARTS

Little Hearts was launched in 1993 and targeted the growing youth segment. A completely

unique product, it was the first time biscuits were retailed in pouch packs like potato wafers. The

launch message introduced a special taste experience that made the unlikeliest characters - like

Dracula and Frankenstein - melt. In 1997, the 'Direct Dil Se' campaign encouraged youngsters to

openly express their feelings. And in 2003, two variants called Little Hearts Chocolate and Little

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Hearts Sesame were rolled out with a campaign "Dil sabka actually sweet hai". With Little

Hearts, Britannia has tasted the sweet taste of success.

NICE TIME

Britannia Nice Time was the pioneer of sugar sprinkled biscuits in India. This unique product

managed to create such a strong consumer pull that soon there was a rush of pretender products

in the market, clearly indicative of the success of the concept. Today, Nice Time has a fan base

spread across India, and, particularly, East India, where its consumers have grown up with the

brand. Especially popular amongst children, Britannia Nice Time has managed to create a loyal

franchise for itself and is a strong brand loved by people of all ages.

DAIRY FRESH

Till 1958, there were no breads in the organized sector and bread consumption was a habit

typified by the British. Then, a mechanized bread unit was set up in Delhi with the name

"Delbis" which produced sliced bread and packed it under the Britannia name. Thus, Britannia

was not only the pioneer, but also inculcated in the people of Delhi the habit of eating white

sliced bread.

The Mumbai unit came up in 1963, and there again Britannia was the first branded bread in the

city. From a company offering 2 packs - the 400gm and the 800gm plain white sliced bread -

Britannia has evolved into a company offering 22 packs, catering to a variety of taste and price

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segments in the bread consuming market. The last couple of years also saw the introduction of

Whole Wheat Bread as a part of "Eat Healthy, Think Better" credo.

Cakes

Britannia entered the cake market in the year 1963 and is the top player in the market. Britannia

Cakes range is divinely scrumptious and has both Bar 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 cup cakes come in vanilla and orange flavors.

Rusks

Britannia launched its rusks in the year 2005. In a Market full of unbranded players, Britannia

rusks have stood head and shoulders above the rest in terms of sheer quality .They are made from

the finest ingredients and baked with care as they are twice as crisper as and tastier than ordinary

rusks. The communication for this mouthwatering offering is aptly “Enliven your spirits with

Britannia rusks

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.

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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'.

Rusk

Milk Rusk (round) 70/- (available in 200gms, 400gms)

Milk Rusk (oval) 70/- (available in 200gms, 400gms)

Saunf Rusk70/- (available in 200gms, 400gms)

Jeera Rusk70/- (available in 200gms, 400gms)

Cardamom Rusk75/- (available in 200gms, 400gms)

Cookies

Flower Biscuits 70/- (available in 250gms, 400gms)

Coconut Biscuits 75/-(available in 250gms, 400gms)

Jam Centre 75/-(available in 250gms, 400gms)

Custard 75/-(available in 250gms, 400gms)

Chocolate Marble 75/-(available in 250gms, 400gms)

Orange 75/-(available in 250gms, 400gms)

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Coconut Macroon 95/-(available in 200gms, 350gms)

Chocolate Walnut 120/-(available in 250gms, 400gms)

Pure Chocolate Cashew 120/-(available in 250gms, 400gms)

Butter Pista 130/-(available in 250gms, 400gms)

Almond Cookies 130/-(available in 250gms, 400gms)

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Financial Growth OF The Company

For the year ended 31st March 2008, the Company achieved a sales growth of 17.5% on an expanded

base arising from 27.5% growth in the previous year. Net Profit of the Company increased 77.5 % to Rs

1,910 Mn compared with Rs 1,076 Mn in 2006-07. Operating Margin increased by 307 basis points to

7.5%.

The Company witnessed all round growth in key categories with Biscuits recording sales of Rs. 23,299

Mn. Bread, Cake and Rusk business crossed the Rs. 2,700 Mn mark during 2007-08. This business has

doubled in two years.

In an intensely competitive biscuit environment, all ³Power Brands² of the Company recorded double

digit growth, with Tiger and Good Day growing in excess of 20%. The Company¹s innovation forays

have successfully addressed new benefit clusters and NutriChoice Digestive has claimed its position in

the health and vitality space. The Company continues to maintain its leadership edge in 6 out of 7 key

product segments, the only exception being Glucose.

The Company introduced several new and renovated offerings in Tiger, Good Day, Treat and MarieGold.

The health and nutrition platform was buttressed by Tiger Banana with ³iron-zor², fortified Milk Bikis,

renovated MarieGold and Nutrichoice Digestive. To tap the more indulgent consumers, your Company

launched Good Day Classic Cookies, while continuing to roll out individual consumption packs at the

highly affordable Rs. 5 price point.

The Bread, Cake and Rusk portfolio was strengthened with the successful relaunch of Breads, fortified

with vitamins and minerals, positioning them firmly as the healthy start to your day. This innovation

combined with relevant consumer activation in key markets has seen a 30%+ growth in the Bread, Cake

and Rusk business.

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As a Corporate, Britannia worked for the benefit of all stakeholders - shareholders, consumers, dealers ,

suppliers, bankers and employees. It has established an excellent track record in terms of its financial

performance and dividends distributed to its shareholders. This has been adequately demonstrated with

the Company's topline growing from Rs 10,301 Mn in 1999 to Rs 26,176 Mn in 2008, a growth of 154%

over the last 10 years. The net profit grew even more significantly at 382% from Rs 396 Mn in 1998-99 to

Rs 1,910 Mn in 2007-08, giving a CAGR of 19.1%. As at 31st March 2008, the issued and paid up capital

of Britannia amounts to 23, 890,163 equity shares having a nominal value of Rs 10 each. The shareholder

base is about 25,300 in number.

In an environment that is becoming increasingly competitive and in a business whose profit and

profitability are greatly impacted by commodity inflation, profit from operations increased from Rs. 1,248

MM to Rs. 1,794 MM. Your Company added Rs. 8,194 MM to the gross sales, which grew 23.9%.

Earning per Share was Rs.12.16. The tables below

23

DIRECTOR REPORT

The Directors present their Annual Report together with the Statement of Accounts for the year ended 31

March 2012.

1. FINANCIAL RESULTS

Rs. in crores

Particulars Year ended Year ended

31 March 12 31 March 11

Sale of Products 5,005.66 4,230.59

Other Operating Revenues 27.15 25.20

Other Income 58.53 48.92

Profit from Operations 231.91 186.89

(PBT before other income and

finance costs)

Profit Before Tax 252.37 198.06

Less: Tax 65.63 52.77

Net Profit 186.74 145.29

Add: Profit brought forward 185.29 144.77

Profit available for

24

Appropriation 372.03 290.06

Less: Proposed Dividend 101.53 77.64

Less: Tax on Proposed

Dividend 16.47 12.60

Less: Transfer to General

Reserve 18.68 14.53

Balance carried forward to

Balance Sheet 235.35 185.29

Net Cash Flow from

Operating Activities 210.66 246.32

25

Net Profit for the year ended 31 March 2012

Net Profit for the year ended 31 March 2012 was Rs. 199.55

crores compared with Rs. 134.35 crores in the previous year, a growth of

48.5%.

Rs. In crores

Particulars Year ended Year ended

31 March 12 31 March 11

Sale of Products 5,519.96 4,623.25

Other Operating

Revenues 24.62 19.65

Other Income 59.14 59.01

Profit from Operations 249.04 171.77

(PBT before other

income and finance

costs)

Profit Before Tax 266.58 187.15

Net Profit 199.55 134.35

26

SWOT Analysis of BRITANNIA

Strength

Fulfill one of our Basic Requirement

among Air , Water , Food, Shelter

Widely accepted in all Generations

Easily available in various forms

Provide good Instant Remedy for

hunger in the form of readymade food

Preserves the non seasonal food and

makes it available all throughout the

year

Weakness

Decreases nutritional value

Increases the cost of food product

Industry and technology requires high

investment

Regular usage of processed food can

cause alteration in health

Opportunities

Increase economy of India

Generate employment opportunity

Good quality of Goods

Provide competition to foreign

companies

Improve living standard

Provide goods to nation at cheaper rate

Inflow of foreign reserve and funds for

the govt.(taxes)

Threats

Many companies are result oriented

Increase in pollution

Sometimes provide poor quality of

product for more profit

Lack of technology

Unable to utilize all the resources

efficiently

27

CONCLUSION

After going thick on the thing, now time is to make a complete picture. While making a product

a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross Margin Return

on Investment) and they promote the brands which provide them highest. They expect return in

the form of profit margin, company schemes, window display and references of the shop. Among

these, company schemes make the differences and are the highest source of motivation after

profit margin. Retailing demands a constant push from the company.

Marketer needs to use advertising and brand building strategies to address the discerning buyers

and retail push to in different buyers. The manufacturer should understand consumer behavior

because retailers can't help quality and price. It is only up to dealers said it is demand they sell

Britannia 42% agree that at retail shop it is brand popularity, which determine the purchase of

biscuit.

There is a greater need to understand the retailer behavior considering them as a team working

for the company may help them to be attached to the company. There should be feeling of

belonging to the company in inner of the retailers. Setting values club for retailers so that they

may exchange views with the company and help in understanding consumer behavior.

28