Reliance may find biscuit market tougher to crack than cola business: Britannia CEO
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓Britannia CEO Rakshit Hargave said Reliance may find the biscuit market tougher to crack than the cola business.
- ✓He noted that popular Rs 5 and Rs 10 price points make aggressive discounting difficult.
- ✓"The ability to disrupt those 2 price points in the biscuit market is much more difficult," he added.
Story at a Glance
- Category
- Indian Markets
- Reported By
- The Telegraph
- Reading Speed
- 3 Minute(s)
- Market Focus
- India Economy
Rakshit Hargave says the biscuit market's dominant Rs 5 and Rs 10 price points make aggressive pricing strategies harder to execute
Britannia Industries believes Reliance Industries may find it difficult to replicate the price disruption it triggered in the cola market in the biscuits segment, citing differences in pricing dynamics and the dominance of low-priced products.
Reliance Consumer Products Ltd (RCPL) recently entered the biscuits market with its in-house brand Independence, launching 28 new stock-keeping units (SKUs) in Tamil Nadu. The company plans to expand the brand across India.
Commenting on the new competition, Britannia Industries CEO and Managing Director Rakshit Hargave said the company would study Reliance's product offerings and monitor its entry into the market.
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The Telegraph
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