FMCG major Britannia Industries is preparing to step up investments in e-commerce and sharpen its competitive play against regional bakery brands, as it looks to accelerate topline growth and strengthen its position across key categories.
Managing Director and CEO Rakshit Hargave said the company will adopt a “startup mentality” to compete with smaller regional players that have built strong influence in select pockets across the country.
“We are going to be fighting regional competition and investing in e-commerce. That will require more funds, and we are committed to investing,” Hargave said during an investor call. He added that the opportunity to drive higher topline growth remains significant.
Startup mindset vs regional challengers
Britannia, which owns brands such as Good Day, Tiger, NutriChoice and MarieGold, competes in categories including biscuits, rusk, cakes, croissants and wafers. While national competition remains intense, the company sees regional brands as agile, flavour-focused businesses with deep local consumer insight.
Instead of treating them as large national rivals, Hargave described them as “enterprising businesses” that require nimble, targeted responses.
“We will have a startup mentality to fight these players. Our ambition will exceed the resources we deploy, and we will execute efficiently,” he said.
The company plans to quickly adapt to regional flavour innovations and formats, especially in markets where it faces pushback. Chief Commercial Officer Vipin Kataria noted that regional players often succeed because of their sharp understanding of local tastes and product formats, and Britannia intends to respond with faster innovation and stronger brand investments.
E-commerce push
Alongside competitive defence, Britannia is ramping up its presence in e-commerce channels. The company sees online platforms as a key lever to expand reach and consumer penetration across its portfolio.
Hargave emphasised that driving topline growth is essential for expanding the consumer base and strengthening brand equity across categories.
Margin outlook stabilises
Addressing profitability, Hargave said margins have improved as key input costs have stabilised. Commodity pressures that had weighed on performance — particularly wheat, sugar, cocoa, laminate packaging and milk — are currently easing.
“Commodity prices are stable at the moment, and we are seeing margin expansion,” he said, while noting that wheat prices during February and March will be critical to watch.
Open to acquisitions
Britannia is also keeping the door open for inorganic growth. “Everything cannot be built organically. That door is open for us,” Hargave said, indicating potential acquisition opportunities to build a broader portfolio.
While consumption trends have stabilised, regional competition remains a challenge across clusters, particularly in eastern India.
With higher investments, sharper local execution and a stronger digital push, Britannia is signalling a more aggressive approach to defend share and drive growth in an increasingly fragmented bakery market.
