Britannia has trialled the launch of its Good Day Chunkies product on

Britannia has trialled the launch of its Good Day Chunkies product on

India's Britannia Industries has said its pilot e-launch of a biscuit product is an important learning opportunity for the FMCG industry at large.

At the end of November the firm trialled a 15-day launch of its new Good Day Chunkies cookies on, before the product is taken offline at the end of this week and sold in retail stores. Free delivery was offered as an incentive.

"We have seen a very good response to this novel launch, right from day one and are confident of clocking in some really impressive numbers in terms of the number packs sold," a spokesperson for the group told just-food.

Britannia said the move was made to entice a larger audience to try the company's products.

"Our larger objective with this launch is to drive the right kind of product trials. We're very confident that once the consumer has tried our product, he will definitely come back for more."

But the trial is also beneficial for the FMCG industry per se, added the spokesperson.

"This tie-up with Amazon will give us an understanding of the potential this market holds for a food company like ours. While online retail in the FMCG category is in its nascent stages, the channel will evolve significantly in the years to come. It will be learning not just for us, but the FMCG industry at large and for the F&B industry in particular."

While analysts have applauded the move as a great marketing and promotional tool, some have questioned whether such online offers can be sustained in the long term and ruled out the possibility of online becoming a major sales channel for the industry in the near future.