Britannia Industries Ltd.

Britannia Industries, the bakery and dairy major, has tied up with e-tailer Amazon India for a pilot launch of ‘Good Day’ Chunkies, a new chocolate chip cookie, for 15 days. The offer is currently on would conclude on December 5, after which the product would be available in normal retail stores.

Britannia is the first biscuit company in the country to leverage e-commerce for brand promotions, ahead of competitors such as Parle Products and Mondelez.

Further, this launch comes on the heels of another one, ‘Nutrichoice Heavens’, also a super-premium offering, earlier this month by the company. The current product is Britannia’s third cookie launch in three months. In September, the company had marked its entry into the mass cookie space with Tiger Butter Krunch.

Britannia, one of the India’s biggest brands of the country, has a market share of over 33%. More-than-a-century old Britannia has launched big brands in FMCG Segment. The company is expanding its customer base by launching new products and renovating existing ones.