A Freshly Baked Strategy
Winds of change are brewing at one of India’s best-known companies—the ₹14,000-crore biscuits major Britannia Industries. The company—a household name that commands a market share of 33 per cent in the organised biscuits market (Parle Products is second with 28 per cent)—is now hungry for more. And this is playing out by way of a strategy to morph into a foods player from being primarily a biscuits company. In a way, the move makes eminent sense as the Indian foods sector has several high-growth segments. But Britannia, led by former PepsiCo veteran Varun Berry, is picking its segments carefully since it does not want to lose out on its current high margins of about 12 per cent. Berry’s strategy entails getting Britannia into segments that have clear adjacencies to the…