Britannia sharpens regional playbook to fend off local rivals
MD Rakshit Hargave says Britannia is localising products and empowering regional teams to counter emerging local food brands competing on price, taste and packaging. Quick commerce is being leaned on as a channel for premiumisation and experimentation, even as inflation uncertainty persists.
Britannia MD Rakshit Hargave says the biscuit maker is localising products and empowering regional teams to counter emerging regional food brands competing on price, taste and packaging. He flags quick commerce as a channel for premiumisation and experimentation, and cites persistent inflation uncertainty.
Why this matters
Extends Britannia's regional pivot under new CEO strategy, echoing its focus on quick commerce for premiumisation and its push to counter local rivals on price, taste and packaging, moves Kotak recently backed.
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