In an attempt to protect its market share Britannia is focusing on improvements in sourcing, manufacturing and distribution to help mitigate the effects of high food inflation affecting its margins.

“Food inflation is a cause of worry for us. We can’t increase pricing everywhere. We have to see the product category to decide on that. So we are working on to keep costs as competitive as possible by looking at all ways and means to deal with the rising input costs” said the top company officials.

According to industry experts, small packs are the ambassador packs for any particular product. When a consumer wants to try a product for the first time, it is the small pack that they look into. Consumers facing cuts in their budget on impusle and snack categories may also be less averse to buying smaller packs of their favourite brands. By varying with smaller packs thus brands seek to keep inflation-hit consumers within their fold, said experts.

BIL is trying to resist price pressures by focussing on the health platform. “In Tiger biscuits we have iron; in Milk Bikis we have vitamins. Also we have the premium digestive offerings, which are a healthy snack. The company is also looking at sprucing up its exports that have seen a 50 per cent growth. Our exports are ar�ound North America, Africa and ASEAN countries. We are very popular among the Indian Diaspora.The company is also test marketing a dairy based product Actimind for children. At present we are test marketing the product in Chennai. It is a dairy based health drink targeted at children. The product is created to increase mental sharpness. The product is priced at Rs 15 for a 150 ml pack and it does not need to be refrigerated.” further added by the officials.