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  • Analysis of Britannia Industries

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    Rijil Lal
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    Britannia Industries was started in 1892 in Kolkata and was incorporated in 1918. It became the supplier of service biscuits to the army during World War 2. In 1989, an NRI businessman and Groupe Danone acquired a controlling stake in Britannia. Britannia has a wide range of popular biscuit brands and leads the organized biscuit market in India, though it faces competition from Parle and other unorganized players. Rising raw material prices and intense competition pose threats to Britannia's business.

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    Britannia Industries was started in 1892 in Kolkata and was incorporated in 1918. It became the supplier of service biscuits to the army during World War 2. In 1989, an NRI businessman and Groupe Danone acquired a controlling stake in Britannia. Britannia has a wide range of popular biscuit brands and leads the organized biscuit market in India, though it faces competition from Parle and other unorganized players. Rising raw material prices and intense competition pose threats to Britannia's business.

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    11 views14 pages

    Analysis of Britannia Industries

    Uploaded by

    Rijil Lal
    Britannia Industries was started in 1892 in Kolkata and was incorporated in 1918. It became the supplier of service biscuits to the army during World War 2. In 1989, an NRI businessman and Groupe Danone acquired a controlling stake in Britannia. Britannia has a wide range of popular biscuit brands and leads the organized biscuit market in India, though it faces competition from Parle and other unorganized players. Rising raw material prices and intense competition pose threats to Britannia's business.

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    of 14

    ANALYSIS OF BRITANNIA INDUSTRIES

    COMPANY OVERVIEW
    Started in 1892 at Kolkata with an initial capital of Rs 295. Britannia was incorporated in 1918 as Britannia Biscuits Co LTD. In 1924, Pea Frean UK acquired a controlling stake and later passed on to the ABI a UK based company. During 2nd world war it became the supplier of service biscuits to the army. Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). In 1989, J M Pillai an NRI businessman along with Groupe Danone acquired controlling stake in Britannia. Later, Groupe Danone and Wadia group took over Pillais holdings.

    MANAGEMENT OF BRITANNIA

    Nusli N Wadia Chairman

    Vinita Bali MD & CEO

    PRODUCTS OF BRITANNIA
    Tiger, Marie gold, Time Pass, Good day, Bourbon, Treat, Actimind, 50-50, Dairy Whitener, Nice time, Little Hearts.

    BISCUIT INDUSTRY IN INDIA


    ANNUAL GROWTH RATE
    16% 14% 12% 10% 8% 6% 4% 2% 0%

    ANNUAL GROWTH RATE

    Source:IBMA

    INDIAN BISCUIT MARKET-SEGMENTS


    Sales

    UNORGANISED
    ORGANISED

    Source:IBMA

    INTERNAL ANALYSIS
    Company image- unique position in the hearts of millions of Indians. Organization structure minimum overhead mainly depend on direct communication with colleagues and supervisors. no succession policy.

    SWOT ANALYSIS
    Superior technology Strong brand and product portfolio High quality standards Widespread distribution networks

    strengths

    Geographic concentration Substantial debt Tough competition from parle,priya gold

    weakness

    opportunities
    New product launches Rural markets

    Threats
    Rising raw material prices Intense competition Unorganized bakeries

    EXTERNAL ANALYSIS
    Main competitors

    Parle Britannia Priya gold Others

    BCG MATRIX

    Milk treat 50-50 Tiger Little Hearts

    Time Pass Pure Gold

    Mary gold Treat GoodDay

    Nutri choice Organisation structure

    INCRESAE IN PRICE OF RAW METERIALS

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