For Britannia Industries, slowdown an opportunity to increase market share

Britannia to opt for four per cent price hike in a select portfolio and pack sizes to mitigate rising input costs

At a time when most of the FMCG companies are tightening their purse strings and trying to hold on to their market shares, Britannia Industries believes that it can increase its market share despite a depressed sentiment.

According to Varun Berry, the company’s managing director, smaller players, who hold 27 per cent of the Rs 30,000 crore biscuit market in the country, will "struggle a bit" to retain their hold. 

“It will be an opportunity to strengthen our market share further. We have traditionally been weak in the north and west and strong in the east and south”, Berry said.