Britannia Industries Ltd, the leader in the premium cream biscuit category, is now investing Rs 100 crore in the next one year to give a boost to its three premium cream biscuit brands, Pure Magic, Bourbon, and Treat.
Of this, Rs 50 crore has been earmarked for Treat, as it is set to restage its popular sandwich cream biscuit brand.
The biscuit major expects around 10-12 per cent of its revenue to come from overseas markets in the next three to five years, and plans to set up a plant in Nepal as part of global business expansion.
In fiscal 2016-17, it registered consolidated net sales of Rs 9,232.30 crore and around seven per cent came in from overseas markets.
A substantial part came in from the Middle-East, where the company has two overseas manufacturing units in Dubai and the Sultanate of Oman. It is focusing to enter more markets, including Myanmar and Africa.
The company will also earmark approximately Rs 55 crore to set up its first overseas Greenfield production unit in Nepal to cater to the local demand. Currently it exports to Nepal.
The brand’s packaging has also undergone a significant change and is young-at-heart with a vibrant shelf- throw.