Britannia expands ‘Good Day’ brand


Britannia Industries has expanded its product portfolio under the popular ‘Good Day’ brand with the launch of ‘Wonderfulls’ in the premium cookie category. The company which retails biscuits, chunkies under ‘Good Day’ brand unveiled ‘Wonderfulls’ expanding the portfolio in the premium category valued at INR 4,000 crore. “If you look at our Good Day biscuits they come in butter, pista variants. If you look at each of the biscuits, they are in the same shape. Whereas this product is hand crafted. It is uneven,” said Ali Harris Shere, vice president – marketing, Britannia Industries. He noted that Tamil Nadu contributes more than 20 per cent of the revenues for Britannia Industries.

“Three-fourths of biscuits sold in Tamil Nadu are Britannia products,” he said on reasons for launching the biscuits. The biscuits available in three variants, Choco Nut, Butter Almond and Berries and Nuts, are available at INR 10 for 30 gms and INR 25 for a 75 gms pack.

Referring to the manufacturing of the biscuits, he said the company has invested nearly INR 40 crore at the factility in Oragadam near Chennai for producing the biscuits. “These biscuits are exclusively produced at our Chennai plant. We have invested INR 40 crore in this plant. The current capacity will be around 400-500 tonne per month. We will be scaling up the capacity in coming months,” he said.

The company has earmarked significant amount for branding the product through various marketing campaigns, he said, declining to reveal any numbers. To a query, he said the company launched the biscuits in Tamil Nadu and would gradually expand it other states including Kerala, Karnataka, Andhra Pradesh, Maharashtra in a phased manner. Good Day is Britannia’s largest brand with a revenue of INR 2,600 crore.

Britannia Industries clocks annual revenues of more than INR 8,500 crore.