Britannia eyes 50% share in rural markets

BENGALURU: Britannia expects half of its domestic sales to come from rural markets in the next 3 to 4 years, as it is expanding its distribution network to increase its presence in those regions with aspirational buying preferences, said its VC and MD Varun Berry.

The rural market is "very important" for Britannia, where the maker of Good Day, Marie Gold, and Tiger biscuits reported growth in double-digits in the latest April-June quarter, and is now amplifying reach through direct distribution to have a "continuous stream" of products being available in those far-flung markets, he added.