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Over 100 years of legacy, but Britannia isn’t resting on nostalgia. As health-conscious snacking, hyper-localization and digital commerce reshape FMCG in India, the company is recalibrating its recipe — literally and metaphorically.
For Britannia, it’s important to understand the consumer needs, from wellness to indulgence, nostalgia to innovation, tier-1 metros to deep rural pockets.
“We keep a close watch on consumer preferences and trends, and invest in evolving our portfolio to balance both excitement and goodness,” says Siddharth Gupta, GM at Britannia Industries.
From AI-powered campaigns to regionally nuanced flavour profiles, smart influencer strategies to reviving traditional media with digital interactivity — Britannia is rethinking what it means to be India’s food brand.
Over the years, Britannia has made substantial backend changes to make its offerings more nutrition-forward.
“50% of our portfolio has added micronutrients,” Gupta reveals. Sugar and sodium levels have been systematically reduced over time. Compared to FY 2018-19, wholegrain content per serving has gone up by 254.16%, sugar has been cut by 3.44%, and sodium by 11.95% in FY 2024-25.
NutriChoice, the brand’s flagship wellness line, now uses 100% atta and incorporates oats and seeds in several variants.
“We’re also tapping into platforms like WiseBite and NutriPlus to educate and enable wellness tracking through our packs and smartphones,” Gupta adds.
With brands like Good Day, Little Hearts, and Bourbon around for decades, storytelling isn’t just marketing — it’s survival.
“Authenticity is the bedrock of all our brand building,” Gupta asserts. “Our brands stay relevant because they evolve while staying true to their core.”
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Good Day now champions “celebrating small joys,” brought alive in campaigns like Myntra’s “Bank of Small Wins.”
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Little Hearts retains its soft romantic charm but expresses warmth through pets.
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Bourbon has evolved from a classic treat to a symbol of multi-layered chocolate indulgence.
Even newer launches are culture-led. Pure Magic, for instance, collaborated with Warner Bros to tap into India’s Harry Potter fandom through Choco Films.
“That’s how we keep even indulgent brands culturally plugged-in and fresh,” Gupta notes.
As snacking becomes more mainstream beyond metros, Britannia is doubling down on tier 2, tier 3, and rural India.
“Our rural and direct distribution reach has gone up significantly,” Gupta confirms.
This includes regionally tailored products like 50-50 Golmaal, designed to appeal to local taste palettes.
“India’s taste preferences are hyper-diverse, and our products have to reflect that,” he says.
Affordability and aspiration also go hand-in-hand. Products like Pure Magic Choco Lush and Jim Jam Pops are priced at ?5 and ?10 to democratize indulgence.
In rural markets, Britannia uses hyperlocal influencer networks — for instance, Rural Sakhis help communicate Milk Bikis’ narrative to parents and children.
Media Strategy: Context over Channels
In an era dominated by digital, Britannia’s media approach is deeply contextual, brand-led, and varied.
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For Good Day, the media mix is 50:50 between traditional and digital — mass media brings scale, digital brings cultural relevance.
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For Pure Magic, a digital-first brand, over 50% of media spends are digital, with around 25% focused on influencers.
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“The percentage spent on influencers varies by brand — it’s not one-size-fits-all,” Gupta explains.
Even print and outdoor, often considered old-school, are being reinvented:
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Pure Magic Choco Frames and NutriChoice ran AI-integrated print campaigns that created immersive experiences when paired with devices.
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Milk Bikis celebrated Tamil Nadu Day with 80+ personalized outdoor billboards across the state.
Tech Meets Taste
Quick commerce is reshaping how consumers interact with snacks.“Our media planning is increasingly geared towards conversion and fulfilment in real time.”
One standout initiative is BourbonIT, India’s first AI-powered recipe platform, powered by Google Gemini. With over 28,000+ unique recipes, Bourbon becomes an interactive canvas, not just a snack.
“It’s another example of how we bring our brands to life through experience, not just ads,” says Gupta.
From ingredient reformulations to media rethinks, nostalgic storytelling to tech-forward innovations — Britannia’s strategy is holistic and deeply consumer-aligned.
As Gupta sums it up: “Wellness and indulgence are not either-or anymore. Our mission is to make both accessible, without compromise.”
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