Britannia is the market leader in the organized biscuit and bakery products market in India. Biscuits contribute to more than 80% of Britannia`s total turnover. Other products include bread and cakes. Britannia diversified into dairy products in 1997 with processed cheese and dairy whitener. The portfolio was expanded with the launch of butter, pure, flavoured milk in aseptic packages and UHT milk. BIL`s bakery portfolio consists of a large number of popular brands. Recently it has launched several new brands. Britannia Industries is a part of Wadia Group. It has got four production facilities across India. A new one has been set up in Uttaranchal in April 2005 which has started commercial production. BIL has moved from geographic profit centres (SBUs) to brands as profit centres. BIL has six brands in its portfolio whose market share is more than Rs.1 billion. It has got 600,000 outlets across India and is expanding its distribution network in rural areas, where the company is seeing growth in market shares. All factories of Britannia follow quality standards like ISO 9001-2000 and HACCP. Company`s main thrust in future will be on a combination of brand building and increasing efficiency of supply chain. Expanding the footprints of what they claim as power brands in their portfolio will continue to be a key priority. To increase the efficiency of supply chain company has conducted a study on optimizing it and currently the work is going on 14 such projects.
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