Britannia Industries that is a century old biscuit manufacturer is all set test the e-growth of the e-commerce industry in the country. The Wadia Group controlled biscuit major worth $1 billion is all set take a giant leap by tying up with the e-commerce portal AmazonIndiain order to launch its latest product Good Day Chunkies. The Good Day Chunkies is a super premium chocolate chip cookie.
Regarding this move, VarunBerry, Managing Director, Britannia Industries claimed that the digital market is the emerging distribution channel undoubtedly. He added that their tie up with Amazon will provide a lot of insights as to what the e-commerce industry can provide them with.
Good Day Chunkies is the most expensive product launched by Britannia costing Rs 50 for six cookies. Initially, the product will be sold exclusively via AmazonIndiafor few weeks starting from the next week. Also, the cookies will not come with any delivery charges and it will be a part of the Amazon’s gourmet and specialty food store.
The e-commerce industry is an unexplored territory for the FMCG firms inIndiaand the sector relies greatly on the traditional trade practices for its distribution. When it comes to the biscuit industry, the product availability is spread across 6.7 million outlets and only around 10 percent of this is contributed by modern retail.
However, the global retail brands have started taking product launches to targeted social media on internet simply to amplify the hype around the launch and get a glance at the consumer feedback instantly.
The launch of the Good Day Chunkies via online will be the first of its kind initiative taken by the FMCG player. The Good Day franchise comprises of 26 percent of Britannia’s revenues that roughly translates to Rs 1,600 crore. Prior to Britannia, it was Coca-Cola that launched the Coca-Cola Zero sugar free soft drink inIndiain partnership with AmazonIndia. Also, Burger King, the American fast food firm received pre-orders for 1,200 Whopper burgers via eBay before launching its store in New Delhi.