Britannia celebrates 100 years in India
Britannia Industries Limited recently marked the 100th anniversary of its founding in 1918. To celebrate the milestone, the company revealed a new brand identity and philosophy, illustrating the company’s vision to become the ‘future of food’ – a global total foods company. As part of its centenary celebrations, Britannia unveiled its new logo that reflects its ability to thrive in the age of digital consumers and constructive innovation. In addition, the company announced that it will launch 50 new products in the next 12 months and enter new and exciting categories including croissants and cream wafers. A range of innovations in cakes and rusk with formats as diverse as Swiss rolls, muffins and multi-grain rusk were also announced. Launches in other macro-snacking categories and an exciting pipeline lies ahead. As a strategic thrust to strengthen back end integration to its dairy business, Britannia recently commenced a milk procurement programme in Ranjangaon, Maharashtra, which it has piloted with 8 milk collection centres spread across a network of 650 farmers. With end-to-end automated world-class facilities built for domestic and international markets, Britannia brings down the cost of manufacturing and strengthens the paradigm of being a least cost manufacturer. As the company gears up for the next 100 years, their R&D team is set to foster breakthrough innovation and create sustainable competitive advantage.