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.