Britannia bets big on intl markets  ( July '19,2008, Business Standard)

With an aim to increase its exports business, biscuit maker Britannia Industries is betting big on new international markets.

The company plans to enter markets in the Far East, Central Asia and Africa this year. It is looking at organic growth as well as joint ventures for marketing and distributing in these geographies.

"The aim is to maximise the contribution from international business and entering new markets is a way in this direction. We are looking at new markets like Jordan, Zambia, Madagascar and Vietnam," TN Nandakumar, regional manager (international business), Britannia Industries, told Business Standard.

The company hopes to double the contribution of exports to the total turnover of the company from its present 5 per cent to 10 per cent in the coming years.

Britannia also plans to expand its product portfolio for international markets by creating new region-specific products as well as taking Indian offerings abroad. " We plan to introduce 4-5 products for international markets this year," Nandakumar said.

It is also developing flavoured cream cookies, on lines of Oreo brand of cookies, to suit the international palette. The company will also push its Nutrichoice and Cream Cracker biscuits along with its premium cookies brand — Pure Magic — globally. It also plans to push its dairy products.

"Ghee is a product that is in great demand and we will be exporting it to West Asia as well as the Far East from this year," Nandakumar added.

In early 2007, Britannia had acquired a 70 per cent stake in Dubai-based biscuit and wafer manufacturing company Strategic Food International (SFIC) and a significant stake in the Oman-based Al Sallan Food Industries.

"Strategic Food will help us grow in not only the West Asian region but also the emerging markets in East Africa," Nandakumar said.

The two companies are key regional players in the biscuit and cookies segment in the Gulf Cooperation Council markets and export their products across the world. SFIC offers over 55 varieties of biscuits, wafers and cookies with a product range of over 55 variants marketed in 70 countries spread over 6 continents.

The company also has a joint venture with the Khimji Ramdas Group, one of the largest business conglomerates in West Asia. Britannia hopes this would help the company grow its international footprint by leveraging on the complementary strengths of the partners.