Bigger bite of rural pie for Britannia

Kolkata: India's largest biscuit-maker Britannia Industries rural focus remains intact and the company's rural revenue may touch 50 per cent in the next three years amid a gradual rebound in urban demand.

The company was also targeting to makeup the unprecedented annualised cost inflation of Rs 1,300 crore by March 2022 in a combination of price increase and reduction in pack size.

The cost of inflation in 2021-22 for Britannia is more than the cumulative six previous years, company officials said.

"Rural revenue will reach 50 per cent in the next three years for Britannia as the company continues to focus on the rural market," sources told PTI.

The company's revenue from rural segment contribution is already around 35 per cent, analysts estimated. Britannia has said that the rural market-share gain is 2.5 times in the Q2 period ending September.

In the last few quarters the rural market has been strong and the company continues to stay upbeat at expanding rural distribution. The company has increased 2,000 rural direct dealers in the last months to 25,000.