Business: Basics

Business case study on Indian Biscuit : From March 2013.
Old lesson to learn from Britannia Biscuits from the time Britishers had ruled India.
I like my Bread Toasted and Crisp!

Britannia Biscuits case study. Check My Universe, Business Case Study for Students

Britannia is what I am going to talk about. I was discussing about how crispy bread toast can make our mornings crisp!

Britannia biscuit time is my family’s favorite tea time snack. So in a fraction of second, my mind rushed into memory, synapses crossed my neuron-pathways and the family discussion began. This is the result of what happens over a cup of tea with the family :}

“Wait a second!”I said to myself. I know that Britannia was established during British era in India in the city of Kolkata. Kolkata was the HQ of Britishers then.
As my mind got more curious I started to research on Britannia and wussh! It is astonishing Corporate Saga right from Crispy Bread in 1892 established in Central Kolkata by Gupta Brothers, namely Nalin Chandra Gupta under the name of V S Brothers till the launch of Tiger Biscuits by Danone. In 1918 Holmes, a British Businessman, got in as a partner and named V S Brothers into Britannia Biscuit Company.
In late 1980’s K Rajan Pillai, a Keralite took over as the Biscuit King. In early 90’s came in Wadia’s and Group Danone as equal partners. Pillai had to give away the control and was charged with fraud and waited for his bitter departure from this earth in Tihar jail.
The tale of Wadia and Danone continued therafter for years to come. According to the agreement between the two partners, Danone was restricted to launch any food product in India without the consent of Wadia’s .The Corporate Saga became a Court Saga. Wadia and Danone tried and sued each other in court. The most popular Tiger brand was a Cat’s story from Danone. It was a copyright issue about launching this product and the Cat and the Rat show went on till 2006 and 2007.
By the end of the chase, Danone had to quit and agreed to purchase 25 percent shares with Wadia based Entity in Mauritius. The deal was valued at approx. $200 m. Wadia’s now holding 50.96% of stakes. At present (in 2013), 90% annual revenue of Britannia is Rs. 2,200 crores. By the way, it is listed as India’s 100 most trusted brands.
It’s a Corporate Tiger Thing you see! A biscuit that costs millions!
Have a great time learning Business!

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Mona Chowhan
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