Paper Key : IRJ************440
Author: Aniketkumar Modi,Mohamadaarefin Bhoraniya
Date Published: 04 Apr 2025
Abstract
Britannia Industries is one of India's leading food companies, primarily known for its wide range of biscuits, dairy products, and other baked goods. Founded in 1892 and headquartered in Kolkata, the company has grown into a prominent player in the Indian FMCG (Fast-Moving Consumer Goods) sector. Britannia is renowned for its iconic brands such as Good Day, Marie Gold, Tiger, and Bourbon, which have become household names in India. The company's product portfolio includes: Biscuits: Britannia's core business, offering popular varieties like cream biscuits, digestive biscuits, cookies, and crackers. Dairy Products: Britannia produces milk, cheese, butter, yogurt, and dairy beverages. Breads and Cakes: Britannia also offers a range of baked products including bread, cakes, and rusks. Britannia has a strong distribution network across India, with a growing presence in international markets. The company focuses on innovation, quality, and health-conscious products, often launching new variants to cater to changing consumer preferences. It also emphasizes sustainability in its Britannia Industries Limited is a major player in India's Fast-Moving Consumer Goods (FMCG) sector, specializing in the production of biscuits, bread, cakes, dairy products, and other food items. Heres a general overview: Founding and Headquarters: Founded: 1892 in Kolkata, India. Headquarters: Bengaluru, Karnataka, India. KEY WORD Influencer marketing Millennials Social media Brand engagement Consumer trust Authenticity Purchasing behavior
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