Britannia Industries has trialled the launch of a cookie product online ahead of it hitting retail stores.
The Good Day Chunkies are undergoing a 15 day pilot launch on Amazon India before they are taken off digital shelves and sold via traditional retail channels.
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Britannia claims to be the “first biscuit company in the country to leverage e-commerce for brand promotions”.
In an interview with the Business Standard, the company’s marketing director Ali Harris Shere said: “Digital is emerging as a big platform and we want to be the first one to explore it, rather than being a follower.”
Arvind Singhal, chairman at Indian management consulting firm Technopak, said while online worked well for “those products where there is a high level of involvement and interest, like mobile phones or books,” when it came to staples, consumer involvement is “not too high”.
“What we are seeing now in terms of exclusive deals in colas, burgers or biscuits are largely marketing initiatives, which helps in creating the necessary buzz around the brand,” he added.
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By GlobalDataBritannia did not respond to requests for further details surrounding the launch when approached by just-food.
