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Keeping alive a 100 year brand legacy -- Britannia shows how

By N. Jayalakshmi & Smita Sinha | June 18, 2019

Iconic biscuits brand Britannia completed 100 years in India last year and it now aims to become a global total foods company. Retail4Growth catches up with Aditya Kumar, Head - Modern Trade, Britannia to understand the brand’s retail approach to visibility, technology, and packaging.

BritanniaIconic biscuits brand Britannia completed 100 years in India last year and as part of its centenary celebration, the brand went all out, redesigning its identity, rolling out promos and with the coinciding with the World Cup, the brand also relaunched its 20-year-old ‘Britannia Khao World Cup Jao’ campaign across the country to build brand buzz. The biscuit company now aims to become a global total foods company. Retail4Growth catches up with Aditya Kumar, Head - Modern Trade, Britannia to understand the brand’s retail approach to visibility, technology, and packaging.

Can you start by talking about your 100-year milestone in India?

BritanniaWe completed our 100 years in India last August and we wanted to celebrate it on a large scale by thanking all our partners, associates and consumers as well. We invited all our GT and MT distributors, retail partners of national chains, along with contractual manufacturers and other agencies, for a gathering and shared our plans for the next year and our vision to become a total food company.

Also, as part of our centenary celebrations, we have changed our logo and created a new brand identity. Every pack of Britannia brands, including Marie Gold, Nice Time, among others, underwent a packaging change. On the retail space, the 100-year completion visibility was done across India. Around 2000 stores across the country were covered as Britanniapart of this campaign, which was in line with our TVC and print media campaigns.

With buying agencies having come into the scene, do you find any changes in vendor selection and the whole processes involved in-store displays?

Today the general trend is of aggregators, so buying agencies coming in is inevitable. Also they are tied up with multiple vendors, have a better relation with the partners and also understand our needs. So it becomes easier to get the synergies going. Because of that, we are able to focus on our core things.

What is the topmost challenge you face in the MT space today?

Internally the challenge is about translating strategies into the last bit of execution. Getting the last mile execution is always the biggest challenge in the MT space. If you get the activation right, then you are able to establish your product in the market and that is where the thinking and the manpower resources are being put - to get the last mile execution correct. It means lot of advanced planning and having an effective system in place for information flow and monitoring to enable correction of mistakes.

Read the full interview in the June 2019 issue of Point Of Purchase.

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