Unlocking the rural consumers in North and centeral India; Britannia Industries Limited

Abstract

This internship report elaborates the approach and findings of the project "Unlocking the rural consumers in North and Central fudia" done by Anik Bairagi for Britannia fudustries limited. The main goal of the project was to come up with a comprehensive plan for increasing both the sales and the mind share of Britannia Cookies biscuit for rural consumers. Britannia has traditionally been a very urban focused company with its wide range of premium products. The deliverable of this project would be recommendations which can be used in developing communication and activation program for Britannia Cookies. The approach involved frrst understanding the buying behavior of consumers in the rural segment. The next step was to gain insights of the current markets by interviewing the channel partners of Britannia. The final step involved talking to the consumers to gain an understanding about their buying behavior. Elaborate discussions with the management and results from the survey was used later to give overall recommendations to Britannia.