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May 16, 2002

INDIA: Britannia targets traditional tastes with new biscuit varieties

Indian biscuit manufacturer hopes to appeal to traditional preferences by developing new biscuit varieties based on the spicy ‘chatpata’ snacks popular among local consumers. Biscuits contribute more than 70% of Britannia’s sales, so innovation in this category is key to its long-term sales growth.

Indian biscuit manufacturer hopes to appeal to traditional preferences by developing new biscuit varieties based on the spicy ‘chatpata’ snacks popular among local consumers.

Biscuits contribute more than 70% of Britannia’s sales, so innovation in this category is key to its long-term sales growth.

“While traditional glucose-based biscuits will always have its market, the Indian customer is now graduating towards a variety of taste and choice,” said Nikhil Sen, chief operating officer, bakery operations, at Britannia Industries, told the Economic Times of India.

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