Brand Journal
Britannia Spent 100 Years Selling Biscuits. The Brand That Saved It Was Built Around a Tiger.
By the late 1990s, Britannia was synonymous with Marie Gold and flat growth. The mass biscuit market was a margin war and the brand was aging visibly. What followed was one of Indian FMCG's most deliberate premiumization plays, and it started with a mascot.