Bangalore-based biscuit major Britannia has high hopes a merger of its dairy and biscuit sales teams will help it tap new markets.

Britannia, which registered net sales of INR37.7bn (US$710m) in 2010, wants the merged team to push its dairy products – UHT milk, curd, dairy whitener, ghee, cheese and fortified milk brands (such as Tiger Zor and Actimind) – towards retailers that stock its biscuit brands.

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“Through this initiative, we have leveraged the resources of the bakery and dairy businesses to grow faster,” a Britannia spokesperson said today (22 December).

Similar sales team integrations in the past have helped promote “exponential growth”, they added.

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