Britannia brews an elixir for eternal youth, looks to keep brand evergreen

With a refreshed logo and a busy calendar of brand launches and extensions, the 100-year-old company looks to dial back its age

In its hundredth year, the Wadia-group company is working on ways to keep its brand evergreen. With 50 launches planned this fiscal year and a new logo, the company says it is ready to cater to the evolving tastes of young Indians who are increasingly seeking health and nutrition in the brands they snack on. And with the frenetic pace that it has set itself, the company seems to be keen to dispel the notion that it is too old to learn new tricks, say experts.    
 

The rejuvenation and revival process began a few years ago. Driven by a