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Business Alliance with Global Alliance for Improved Nutrition (GAIN)
Business Engagement in Malnutrition
Why Britannia is involved in fighting malnutrition and how the engagement in this area is linked to Britannia business strategy, objectives and activities
Founded in 1892, Britannia grew from a small non-descript baker of biscuits to become one of India’s biggest brands and market-leading food companies. The company has always had a reputation for quality and value, the brand’s quality status was demonstrated when the government contracted Britannia to provide biscuits for the armed forces. Britannia’s product portfolio has included biscuits, breads etc and in 1997, the company also entered the Dairy business. Britannia has been a leading innovator in both brands and marketing. In 1997, it launched a new corporate identity with the credo of “Eat Healthy, Think Better”. Forbes Global rated Britannia Industries amongst the “Top 200 Small Companies of the World” in 2002. In 2007, India’s leading business newspaper The Economic Times rated Britannia as India’s most trusted food brand.
Britannia is universal in its appeal and has provided both availability and accessibility to the masses. It is available in 3.5 million retail outlets at affordable price points starting from 5 US cents. Britannia is the only food brand in India that caters to all consumers in all demographic and socio-economic segments, across urban and rural India through everyday food.
Britannia is committed to “Securing Children’s Right to Growth and Development through Good Food”. The commitment includes market expansion, new product development, awareness building partnerships and public grassroot engagement. Children form a core section of Britannia’s target audience with several of its brands addressing children. Britannia believes it has a duty towards kid’s nutrition, and seeks to do it through a business model at the base of pyramid rather than merely a corporate social responsibility.
49% of children below 5 years in India are moderately or severely underweight. This figure compares with 29% in Sub Saharan Africa and 17% in East Asia and the Pacific. 38% of the world’s malnourished children live in India. The National Nutrition Policy adopted in 1993 had directed controlling micronutrient malnutrition particularly anaemia due to iron and folic acid deficiency, vitamin A deficiency and Iodine deficiency through an intensive program. However even when the Indian Nutrition Profile 1998 was compiled through studies in 18 states and union territories, the intake of Vitamin A, and Iron was inadequate across most districts.
Biscuits straddle nutrition and convenience benefits and reach over 90% of all households. They are among the highest penetrated product categories in the country, and also enjoy high frequency of purchase. Biscuits which are consumed as healthy in-between fillers have an extremely high ‘stomach share’ at 16% and are second only to main meals of rice, wheat, pulses and vegetables. They are one of the few hygienically processed foods in India and make very effective energy-providers.
Britannia’s interest in tackling malnutrition can be best explained as a composite of three factors – the state and extent of kids malnutrition in India, the company’s vision and credo, and the biscuit category that we operate in. We believe that we are ideally poised to tackle nutrition issues in India, and build a sustainable business model while doing so.
Actual Innovation and Summary Description of Project
Delivering Nutrition through fortification
Britannia has innovated successfully to address malnutrition in India through food fortification
Step 1: Fortified Biscuit in School Feeding Program:
Britannia made a start in March 2007, when it developed a special 5-mg Iron-Fortified Tiger biscuit which in association with Naandi foundation and GAIN is used to supplement the Government’ s midday-meal program for 1,50,000 children. Initial test indicate improvements in haemoglobin levels.
Step 2: Launch of Variant Tiger Banana with Iron fortification:
A new variant of Tiger with the delightful taste and nutritional benefits of Bananas has been launched. One pack of biscuits costing 10-15 cents delivers as much Iron as One Kilo of Bananas
Step 3: Fortification of Staples, Breads with Vitamins
Britannia’s bread range has been fortified with 10 vitamins and calcium. Breads are staple food for large sections of society
Step 4: Fortification of Tiger Glucose, Britannia’s largest powerbrand
Tiger Glucose has been Iron Fortified. Britannia seeks to combat malnutrition by offering the benefit in a form that children love. 100 gms of Tiger provides 25% daily RDA of Iron. Tiger Glucose biscuits provide affordable nutrition to everyone, everyday through an annual sales of over 3 Billion packs
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Launch of Tiger Banana biscuits,
Jan 2008 |
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| Launch of Fortified Breads, Jan 2008 |
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Launch of Britannia Tiger with Iron;
Fortification of largest Britannia Powerbrand |
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