Biscuits are arguably India's premier anytime eat. And the brand that has become synonymous with biscuits is Britannia. You do not call a biscuit 'a biscuit' anymore. Britannia will suffice.
Mothers seldom forget to pack Treat or Milk Bikis for their children's mid-day snack at school. When they return home at the end of the day, laden with homework and text books, covered in grime and bruises from the rough and tumble games, Milk and Tiger biscuits are the popular fare. If they are packed off to boarding school the assortments of tuck invariably feature packets of various Britannia biscuits. Life goes on. As children grow out of milk teeth, toys and clothes, Britannia stays on as a favourite, with newer, more exciting flavours to taste. The healthy snack gives way to the 'fun-bite' with Britannia Little Hearts and 50-50 vying for popularity.
Britannia does not just bridge the chasm between the young and the grown up. Few give it credit for being a great social leveller. 'Cutting chai' with a pack of Britannia is a popular combination at any roadside stall as much as Cream Crackers are de rigeur with Darjeeling tea, silver service et al. For those who count calories, there is NutriChoice SugarOut (biscuits sweetened with sucralose, containing no sugar), and Digestive biscuits that can be devoured without keeping count.
A company grows. It diversifies. Market share goes up. The export market widens. Profits gallop. At the end of the day however, things do not change all that much. The business is still about putting smiles on faces.
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