‘Pure Magic’ wonder!

Is Britannia justifying its magical worth?

The bitter romance between the Wadias and Danone is already a tale too old to discuss. And even as the tug-of-war appears far from over, the Wadias are already too busy, baking something new for their flagship venture Britannia. And that ‘new’ is their recent entry into the premium foods business which was palpable when Britannia recently rolled out its luxury cookies called ‘Pure Magic’. Priced at levels higher than the average product, the company is all set to promote it as a premium product. So what’s so new about the launch?

To this Richa Arora, GM & Head – Marketing, Britannia Industries Ltd replied, “This is not a mass product and that’s what’s different. We already have a strong presence in the economical product segment with Tiger. So the target is the upper class.” However, she strictly denies that it’s a ‘hi-end’ product and calls it as an ‘affordable luxury’. To give it the so-called ‘luxury’ touch, these elegant cookies are available only in two selected stores across metros.

Now the million dollar question is, why at all limit the distribution of the so called luxurious biscuit, especially when the festive season is drawing near? Especially considering that premium cookies market in India is dominated by foreign players, isn’t Britannia wasting a golden opportunity by limiting its distribution capabilities?

Responding to this, Richa assets, “Pure Magic is not a product meant for Diwali gifting purpose and we are very clear about that as it’s a totally separate segment.” Well, Britannia indeed has a wider product portfolio, so it really doesn’t need to turn ‘Pure Magic’ into a cash-cow. However, this FMCG behemoth should realise that newer cash-rich foreign giants like Unibic Biscuits are entering the luxury biscuit segment to make living tougher for it. Also, considering arch-rival ITC’s plans to roll-out such cookies, Britannia indeed needs some ‘pure magic’ to have good days ahead!

4Ps edit bureau: Angshuman Paul

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Source : IIPM Editorial, 2008

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