Britannia Industries Limited is one of India's largest food companies known for its biscuits, breads, and dairy products. It was founded in Kolkata in 1892 and today employs around 2,000 people. Britannia offers a wide range of products across categories like biscuits, bread, dairy, cakes, and cheese. It uses promotional strategies like TV, print, and radio advertising along with cricket-themed promotions. Britannia distributes its products through various retail channels in India.

1. JBS

2. Company Overview
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.
Britannia Industries Limited (Britannia) is engaged in the provision of bakery products, including
biscuits, bread, rusk and cakes, and dairy products. The company primarily operates in India.
The company's products include 50-50, Good Day, Little Hearts, Marie Gold, Milk Bikis, Nice
Time, NutriChoice, Pure Magic, Tiger, and Treat. It is headquartered in Kolkata, India and
employed about 1,982 people.
Today, 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.
BOARD OF DIRECTORS Mr. Jeh N Wadia Director
Name Designation Mr. Keki Dadiseth Director
Mr. Nusli Neville Wadia Chairman Mr. Nasser Munjee Director
Ms. Vinita Bali Managing Director Mr. Ness Nusli Wadia Director
Mr. A.K.Hirjee Director Mr. Nimesh N Kampani Director
Dr. Ajai Puri Director Mr. S.S.Kelkar Director
Mr. Avijit Deb Director Dr. Vijay L. Kelkar Director

3. PLC

4. Products offered by Britannia industries
Britannia Portfolio
Product mix width refers to the number of different product lines the company
carries. For Britannia the width extends to Biscuits, Bread, Dahi, Cakes, Cheese,
Butter.
Product mix length refers to the total number of items the company carries within
its product lines. Each product line of Britannia has numerous of products. Thus,
extending its product line length.
Product line depth refers to the number of versions offered of each product in the
line.

5. GLUCOSE BISCUITS
 TIGER  TIGER CHOCLATE CREAM
 CHOTA TIGER  TIGER ORANGE CREAM
 TIGER CHAI BISKOOT  TIGER COCONUT ENERGY
 TIGER ROSEMILK CREAM  TIGER ELAICHI CREAM
 TIGER BRITA ENERGY POPS  TIGER KESAR CREAM
 TIGER BANANA
CREAM BISCUITS
 TREAT CHOCO GELO  TREAT ELAICHI FON
 TREAT DELICIOUS DATES  TREAT JIM JAM
 TREAT APPLE PUNCH  TREAT MANGO
 TREAT FLAVOURED TANGY ORANGE MISCHIET
 TREAT STRAWBERRY FLAVOURED  TREAT MASTI ORANGE
SURPRISE  TREAT PINEAPPLE
 BOURBORN TREAT PRANK
NUTRI CHOICE BISCUITS
 NUTRI CHOICE 5GRAINS
 NUTRI CHOICE DIGESTIVE
 NUTRI CHOICE CREAM CRACKER
 NUTRI CHOICE THIN ARROWROOT
 NUTIR CHOICE SUGAROUT CHOCLATE
MARIE BISCUITS
 MARIE GOLD
 VITA MARIE GOLD
MILK BISCUITS
 MILK BIKIS
 MILK BIKIS CREAM

6. GOOD DAY BISCUITS
 GOOD DAY CHOCONUT  GOOD DAY RICH BUTTER COOKIES
 GOOD DAY BUTTER SCOTCH  GOOD DAY RICH CASHEW COOKIES
 GOOD DAY HONEY & RAISIN  GOOD DAY RICH PISTA BADAM
 GOOD DAY CHOCLATE CHIP
50-50 BISCUITS
 50-50
 50-50 MASKA CHASKA
 PEPPER CHAKKAR
LITTLE HEARTS
 LITTLE HEARTS CLASSIC

7. Promotional Strategies
Britannia spends a great amount on promotional strategies like advertisements for the
various products it offers. It uses a mix of all the media forms to reach the maximum
consumers. They advertise through television, print, radio and reach out to their target
audiences.
Some of Britannia’s popular business promotional strategies are as follows:
 Britannia Khao, World Cup Jao which took 100 mega-winners to Old Blighty to watch
the Cricket World Cup at Britannia's expense. This was a very smart initiative taken by
Britannia to motivate consumers to buy more of Britannia’s product in order to increase
there chances of being selected for the tour. Which in turn helped the company to
boost up its sales before and during the mega event.
 Britannia Rules! A day before the World Cup Of Cricket 99 began in England on May 14,
1999, one of Britannia Industries' senior-most marketing managers was spotted at
Mumbai's Sahara International Airport-escorting a gaggle of excited children, all of them
sporting Britannia caps, Britannia T-shirts, and other assorted Britannia paraphernalia.
No, he wasn't test-positioning yet another brand of biscuits on a group of unsuspecting
young 'uns in an airport lounge. Those kids were actually some of the 100 mega-winners
of the Britannia Khao, World Cup Jao contest, being flown off on charters to Old Blighty
to watch the World Cup at Britannia's expense. See Cricket. Sleep Cricket. Eat Only
Britannia (sic!).
 Another excellent example of sport personality craze and innovation came from
Britannia. The company recently offered a white marble free with every pack of
Britannia Treat. The marble has a caricature of a Indian Cricketer printed on it, an
innovative conversion of craze for cricket & cricketing stars exploited with a fresh
perspective.

8. Associated Punch lines of various Britannia Products
Products Punch Lines
50-50 “Very Very Tasty Tasty”
Good Day “Ho gaya re Good-Day”
Littile Heart “Direct Dil se”
Marie Gold “Tea Time biscuit”
Milk Bikis “Eating Milk”
Neutri Choice “Swasth khao Tan Man jagao”
Time pass “Perfect partner for Time pass moments”
Tiger “Eat Healthy Think better”
Treat “Lovable devils”
Distribution Channel