Britannia Industries is planning to tap opportunities in the cake category through the launch of innovative products at different price points and expansion in rural markets. The company’s strategy is to strengthen the cake portfolio by launching new products, premiumising and growing the base cake portfolio and creating new-to-market formats at affordable price points.
This category offers various opportunities for launch of innovative products at different price points and expansion in rural markets. However, the category also faces a primary threat from inflation in commodity prices and the emergence of disruptive formats at entry-level price points.
Britannia Industries is one of the India’s biggest brands of the country. More-than-a-century old Britannia has launched big brands in FMCG segment.
