Britannia aims to double total business in 5 years, focus on innovation

Produced by: Harshita Tyagi
Designed by: Mohsin

After the resounding success of Britannia Treat Croissant in India, the Rs 14,000-crore biscuit giant plans to ride new segments such as croissants, cakes and dairy for greater growth

Britannia's plan for
greater growth

When Britannia Treat Croissant hit the market last May, it was a resounding success. “On the same manufacturing line, we can now do a strudel,” said Varun Berry, Britannia MD & Executive VC

Treat Croissant’ s success
in India

Varun Berry mulls the need to strengthen the non-biscuits portfolio. Biscuits contribute nearly 80% to Britannia's revenue. Over the next five years, the company is aiming for a 50:50 split in revenue

Need to strengthen
non-biscuits portfolio

“Over the next five years, we want to double our total business, and the non-biscuits part should bring in half the revenue," said Varun Berry in an interview with Business Today magazine

Aim to double business
in 5 years

"My mandate is to sustain the transformation at Britannia from a digital point of view. We must be innovative and provide value to the customer and employees," said Rajneet Singh Kohli, CEO & Executive Director, Britannia

Focus on innovation

Britannia's strategy will continue to be one around adjacencies - from biscuits to more of bake snacks like rusk, cakes and croissants. “We will move from A to B to C and not A to Z,” said Varun Berry

From biscuits to rusk,
cakes and more

Britannia is seeking a wider play in the food segment. Does that mean a play in, say, atta, rice or salt? “We are a little away from that. Our strength is ready-to-eat and there is a substantial opportunity... For now, the adjacencies are attractive," said Varun Berry

Seeking wider play in
food segment

Berry said there's a lot of steam left in biscuits and cake segments. In the organised Rs 1,500-crore cakes business, Britannia is among the largest. “There are also opportunities in cereal bars or protein bars," he said

More steam left in biscuit,
cake segments

Britannia management wants a good presence in salty snacks as well, but it will be up against biggies like Haldiram's, Bikaji Foods and Balaji Foods. The company is evaluating entry into makhana and ready-to-eat popcorn

Cracking the salty
snacks category

In the cookies segment, Britannia is the market leader with around 33% share. “Britannia is among the largest, yet can only grow,” said Varun Berry

Domination in cookies
segment

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Produced by: Harshita Tyagi
Designed by: Mohsin