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PROFILE
Britannia entered the Dairy business in 1997. This was combined
with the 're-branding' of the company itself, where the logo was
modernized for the first time in almost 80 years. Britannia entered
the dairy business with two products - Processed Cheese and Dairy
Whitener. Over a period of time Butter, Ghee (Clarified Butter -
a cooking medium) and Flavoured Milk were added into the portfolio.
In the last two years the company has got into the fresh, pasteurised
milk. It also markets Fresh Paneer & Fresh Lassi in and around
Delhi.
With
the dairy business gaining in size, the need was felt for a strategic
partner who could effectively contribute to this business. Fonterra
Co-operative Group is New Zealand's largest company and one of the
10 largest dairy companies in the world. They have a presence in
over 120 countries around the world and have expertise in all the
products that Britannia is operating in. Fonterra also has a strong
R&D set-up that will assist the joint venture in product innovation,
product improvement and cost reduction. It also has strong marketing
learnings from around the world that will be of immense use to the
JV. Britannia on the other hand brings to the table a very strong
brand, backed with immense distribution strength. This is combined
with a unique understanding of the Indian consumer. Thus, Britannia
New Zealand Foods Pvt. Ltd was established in March 2002 with the
brand name "Britannia MilkMan".
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