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Case Studies in Marketing by Sidharth Balakrishna

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4

Britannia Industries Ltd.Revitalizing a Brand

BACKGROUND

Britannia’s origins1 can be traced as far back as 1892, when a biscuit company was established in the eastern metropolis of Calcutta, West Bengal. Britannia adopted technology in its operations early, reportedly used electricity in its manufacturing processes from 1910 and used imported gas ovens from 1921.

The company states that due in part to its gradually emerging reputation for quality and value, during the Second World War the government entered into a contract with it to supply ‘service biscuits’ to the fighting armed forces.

After the war, the company continued to grow, and in 1975 the Britannia Biscuit Company took over the distribution of biscuits from Parry’s, who had been ...

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