Britannia Shifts to Localised Strategy, Rules Out Price Wars

🍪

is adopting a market-by-market approach to counter regional rivals, avoiding price wars while leveraging its brand, 70 factories, and vast distribution. MD Varun Berry highlighted consistent 2% annual cost savings and stable commodity inflation at 3–5%. The company is focusing on consolidation, performing well in rusks, wafers, croissants, and milkshakes, while slowing capex to utilise existing capacity. Its milk business has grown to ₹700 crore but lags initial targets.