Britannia Industries Limited (BIL) is a major player in the Indian Foods market which with revenue of Rs 46.70 billion and a market share of almost 38% takes the leadership role in the industry. Set up in 1892 in Kolkata with an initial investment of Rs 295, the company has grown manifolds to become the largest food brand in the country with a diverse product range.

The company primarily deals with manufacturing and processing of biscuits, breads, cakes and dairy products and about 90% of the revenue generated by Britannia is due to biscuits.

VISION

Think Of A Purpose That Spirals Forth To Create Innovations From Within This Visionary Zeal; Built on Trust And Knowledge, Has Empowered The Wadia Group In Various Business Enterprises For more than A Century. It now promises much more in the New Economy ...

To dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia brands.

Every third person, in India, should be a Britannia consumer.

MISSION

To dominate the food and beverage market in India through a profitable range of “Tasty Yet Healthy” products by making every Indian a Britannia consumer.

Product Portfolio

The brand names of biscuits include VitaMarieGold, Tiger,Nutrichoice Junior,Good day, 50 50, Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more.

Supply Chain

Supply chain management refers to the process of procurement, movement and storage of products through the organization and its marketing channels using a network of facilities and distribution channels in such a way that profits are maximized through the cost effective fulfillment of orders.

Britannia too has identified opportunities and

Distributor

A distributor acts as the link between the company and the retail outlets from where a customer gets the product. The foremost responsibility of the distributor is to make the end product available in the market.

In Bhubaneswar, the distribution of Britannia is, by and large, handled by Hindustan Agencies. It owner, Aditya Hans is a …. and he has been in the business for almost 10 years.

Transportation: The stock is moved from the manufacturing units, most of which are located in Kolkata, to Carriage and Forwarding Agents (CFA) who deliver it to the distributors in the particular area. There is a CFA in Khurda who collect the stock from the manufacturing units and forwards it to the distributor. The freight cost is borne by the company. Then the distributor has its own fleet of carry vehicles which transfer the stock to the wholeseller and retailers.

The size and frequency of the new stock ordered depends on the distributor demands which is forecasted using the historical data. Generally the lead time for a new lot is 7 days but for some brands like burbon the lead time is 15 days as its manufacturing unit is located in Delhi.

Hindustan Agencies in the only distributor for Britannia in Bhubaneswar and it covers most of the urban areas. Currently, it regularly supplies the stocks to over 30 wholesalers and retailers. They also scout for

Support from company: Hindustan Agencies receive ample support from the company. The size and frequency of the stock to be deliveredWhen a new brand is launched it is sent to the distributor in variable drop sizes and further order is placed according

While procuring the stocks, the distributor is required to make the full payment to the company. But while distributing the distributor allows the wholesalers and retailers to buy the stock on credit.

Damaged goods are returned back to the manufacturing units and the company bears the losses. Hindustan Agencies do not concern themselves with promotions of any products and the

promotional activities are done by the company.

Operational Difference: According to the distributor, the wholesalers are more aware than retailers about new schemes and floated by the company. Also, the quantity of supply is different in case of wholesalers and retailers.