PREFACE

Vision : To dominate the food and beverage market in India with a distinctive range of Tasty Yet Healthy Britannia brands. Mission : To dominate the food and beverage market in India through a profitable range of Tasty Yet Healthy products by making every Indian a Britannia consumer. Short-term Objective : To improve image to shareholders. To improve internal processes and controls. To increase NSV and ROI. Long-term Objective : To be the lowest-cost producer in the market. To become largest volume player in the bakery industry.

METHODOLOGY
In order to collect the relevant information for this project we used basically two types of resources. 1. Primary Data: - We conducted a market survey to find out various factors. Sample Size: - 7 Shops. Location: - Shops in Andheri, Mumbai region. Questionairre: - Question regarding types of product, Quality, Price over various brands. 2. Secondary Data: - Internet, www.britannia.co.in

LITERATURE REVIEW Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others or other wise it is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. Marketing Strategy Marketing strategy is a set of objectives, policies and rules that leads the company's marketing efforts. It is the marketing approach to accomplish the bread objective of the marketing approach to accomplish the bread objective of the marketing plan. The various process of marketing strategy are given below.

1. Selecting largest markets segmentation 2. Positioning 3. Product 4. Price 5. Place 6. Promotion 7. Research and development 8. Marketing research Authors:
Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd) Ninth Edition Essentials of Marketing Management by Reddy and Appanaih (Himalaya Publishing House) Ninth edition. Consumer behavior by R Nair (Himalaya Publishing House) Third Edition. Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico Publishing House) Second Edition.

OBJECTIVES OF THE STUDY : Specific objectives: To make a through understanding of Branding & its significance in increasing the sales of the organization.

 Detail study about evolution of biscuits & its process. Growth & future prospects of FMCG-Biscuits segment in India economy. To know to Britannia Company & its growth in Indian market. General Objectives : To Conceptual analysis the Glucose Biscuits brand To study the factors influencing brand decision. To study the impact of the price increase of 100-gram strategy.

Parle-G on 100-gram Britannia Tiger. To understand the market potential of Britannia Tiger biscuits. To know different Britannia products which both domestic & International branded

Industry Profile Fast Moving Consumer Goods FMCG Industry : FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase

 Fast Moving is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year. Three of the largest and best known examples of Fast Moving Consumer Goods companies are Nestl, Unilever and Procter & Gamble. The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India . This has been due to liberalization, urbanization, increase in the disposable incomes and altered lifestyle. . The lower-middle income group accounts for over 60% of the sector's sales. Rural markets account for 56% of the total domestic FMCG demand.

FMCG Evolution : 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector

 HLL and other companys urbane focus Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the sachet bug. Mushrooming of regional brands Nirma enters and changes the focus to Value for Money in the 70s Post liberalization, Jyothi Laboratories, Ghari Detergent and Anchor toothpaste giving the nation-wide brands a run for their money. FMCG SECTOR : Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. A major portion of the monthly budget of each household is reserved for FMCG products. The volume of money circulated in the economy against FMCG products is very high.

Number of products the consumer use is very high. Competition in the FMCG sector is very high resulting in high pressure on margins. FMCG companies maintain intense distribution network. Companies spend a large portion of their budget on maintaining distribution networks. New entrants who wish to bring their products in the national level need to invest huge sums of money on promoting brands. Manufacturing can be outsourced. A recent phenomenon in the sector was entry of multinationals and cheaper imports. Also the market is more pressurized with presence of local players in rural areas and state brands

THE TOP 10 COMPANIES IN FMCG SECTOR

SL. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

Industry of Biscuits: Industry Watch Total: 1.3 Million Tonne (RS 45 Billion) Organized Sector ( 60 Unorganized Sector %) (40%)

- Parle tops the list in terms of volume Britannia is the numero uno in value terms

The annual turnover of the organized sector of the biscuit manufacturers is Rs. 80 billion in 2007. In terms of volume biscuit production by the organized segment is estimated at 1.30 million tonnes. In the organized sector, the industry is dominated by Britannia and Parle, which account for 70 per cent of the industry's volumes. Britannias market share stands at Rs 27 billion. While Parle derives a large portion of its revenues from low-priced biscuits. Parle-G and Britannia derive a fairly large share of their revenues from the medium- and premium varieties.

In fact, Britannia's market share in the medium and premium varieties is significantly higher. Other organized players include domestic players like Bakemans, Champion, Kwality, Priya and MNCs like SmithKline Consumer, Kelloggs, Sara, Heinz, Excelsia (Nestle) and United Biscuits. The annual production of biscuit in the organized sector continues to be predominantly in the small and medium sale sector before and after de-reservation. The annual production was around 7.4 Lakh tonnes in 1997-98. In the next ten years, biscuit production witnessed an annual growth of 10% to 12%, up to 2007-08. The annual Growth showed a decline of 3.5% in 2000-01, mainly due to 100% hike in Central Excise Duty (from 9% to 16 %). Production in the year 2001-02 increased very marginally by 2.75% where in 2002-03 the growth is around 3%.Thereafter the annual growth increased to over 8 %. The Federation's estimate for the growth of approximately 8% to 9%. However the average utilization of installed capacity by biscuit manufacturers in the country has been a dismal 60% over the last decade up to 2001-02. The average utilization of installed capacity after 2005-2006 has been over 85%. Though de-reservation resulted in a few MNCs, i.e. Sara Lee, Kellogs, Glaxo SmithKline Beecham, Heinz etc entering the biscuit industry in India, most of them, with the exception of SmithKline Beecham (Horlicks Biscuits), have ceased production in the country. year 2007-2008 indicates a

 On the other hand, import of biscuits, specially in the high price segment has started from 1998-99, but however, the quantum of imports has not so far increased alarmingly and has remained at around 3.75% of the consumption of biscuits in the country. Exports of biscuits from India have been to the extent of 7.5% of the total production. Exports are expected to grow further in the year 2007-08 and beyond. Biscuit is a hygienically packaged nutritious snack food available at very competitive prices, volumes, and different tastes. According to the National Council of Applied Economic Research (NCAER) Study, biscuit is predominantly consumed by people from the lower strata of society, particularly children in both rural and urban areas with an average monthly income of Rs. 750.00. Biscuits can be broadly categorized into the following segments: Biscuit Category Glucose Marie Cream Crackers Milk Others Annual Production in Percentage 44% 13% 10% 13% 12% 8%

In recognition of industry's obligations towards the community, being a part of it, biscuit manufacturers supply biscuits to the social welfare agencies in all States for the benefit of school children, senior citizens, and other needy sections of the society. FBMI (Federation of Biscuit Manufacturers of India) Members have

always responded positively to our appeal as also by the Government, to rush truckloads of biscuits to the people affected by earthquakes, floods, famine etc. The industry has also participated in supplying biscuits to the people of war ravaged Afghanistan and presently to the Iraqi people, under the aegis of the UN. As regards the consumption pattern is concerned. surveys and estimates by industry from time to time indicate the average consumption scenario in the four Zones have been more or less close to each other, as below: Northern States: 28% Southern States: 24% Western States: 25% Eastern States: 23%

Though India is considered as the third largest producer of Biscuits after USA and China, the per capita consumption of biscuits in our country is only 2.1 Kg., compared to more than 10 kg in the USA, UK and West European countries and above 4.25 kg in south cast Asian countries, Le. Singapore, Hong Kong, Thailand, Indonesia etc. China has a per capita consumption of 1.90 kg, while in the case of Japan it is estimated at 7.5 kg. Biscuit is a comparatively low margin food product in the PMCG (Packaged Mass Consumption Goods) sector. The commodity is also price sensitive, as a consequence of which, even when the Excise Duty was doubled on biscuits in 2000-01 biscuit manufacturers, including the major brands, were not able hike MRPs to the extend of the steep increase in the Duty.

 Besides lack of technology upgradation in manufacturing, packaging etc has also been a factor affecting our industry, along with inadequate financial credit and support particularly for the medium and small-scale biscuit units. Biscuit manufacturing as well as other bakery products like Bread etc are agro based industries, with the major inputs-wheat, flour/atta, sugar, milk vanaspati/vegetable oil etc. all being agriculture produces. Biscuit Production: According to the production figures of members available unto the calendar year 2003 to the FBMI, the total production was 625000 tonnes as against 475000 tonnes in the previous year. The production of biscuit for the last 11 years is as under:

Year 1993 1995 1997 1999 2001 2003

Production (tonnes) 167750 202567 362000 425000 465000 625000

Year 1994 1996 1998 2000 2002

Production (tonnes) 180526 222371 400000 450000 475000

HISTORY OF BISCUITS

Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on biscuits, but do they know how biscuits began? The history of biscuits can be traced back to a recipe created by the Roman chef Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers which, because of their low water content, were ideal food to store. As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favorite of Christopher Columbus who discovered America! Making good biscuits is quite an art, and history bears testimony to

that. During the 17th and 18th Centuries in Europe, baking was a carefully controlled profession, managed through a series of 'guilds' or professional associations. To become a baker, one had to complete years of apprenticeship - working through the ranks of apprentice, journeyman, and finally master baker. Not only this, the amount and quality of biscuits baked were also carefully monitored. The English, Scotch and Dutch immigrants originally brought the first cookies to the United States and they were called teacakes. They were often flavored with nothing more than the finest butter, sometimes with the addition of a few drops of rose water. Cookies in America were also called by such names as "jumbles", "plunkets" and "cry babies". As technology improved during the Industrial Revolution in the 19th century, the price of sugar and flour dropped. Chemical leavening agents, such as baking soda, became available and a profusion of cookie recipes occurred. This led to the development of manufactured cookies. Interestingly, as time has passed and despite more varieties becoming available, the essential ingredients of biscuits haven't changed - like 'soft' wheat flour (which contains less protein than the flour used to bake bread) sugar, and fats, such as butter and oil. Today, though they are known by different names the world over, people agree on one thing - nothing beats the biscuit!

Some interesting facts on the origin of other forms of biscuits: The recipe for oval shaped cookies (that are also known as boudoir biscuits, sponge biscuits, sponge fingers, Naples biscuits and Savoy biscuits) has changed little in 900 years and dates back to the house of Savoy in the 11th century France. Peter the Great of Russia seems to have enjoyed an oval-shaped cookie called "lady fingers" when visiting Louis XV of France. The macaroon - a small round cookie with crisp crust and a soft interior - seems to have originated in an Italian monastery in 1792 during the French Revolution. SPRING-uhr-lee, have been traditional Christmas cookies in Austria and Bavaria for centuries. They are made from a simple egg, flour and sugar dough and are usually rectangular in shape. These cookies are made with a leavening agent called ammonium carbonate and baking ammonia. The inspiration for fortune cookies dates back to the 12th and 13th Centuries, when Chinese soldiers slipped rice paper messages into moon cakes to help co-ordinate their defence against Mongolian invaders.

COMPANY PROFILE

COMPANYS BACKGROUND

Britannia was incorporated in 1918 as Britannia Biscuits Co LTD in Calcutta. In 1924, Pea Frean UK acquired a controlling stake, which later passed on to the Associated Biscuits International (ABI) an UK based company. During the 50s and 60s, Britannia expanded operations to Mumbai, Delhi and Chennai. In 1989, J M Pillai, a Singapore based NRI businessman along with the Groupe Danone acquired Asian operations of Nabisco, thus acquiring controlling stake in Britannia. Later, Groupe Danone and Nusli Wadia took over Pillais holdings. PLANT LOCATION : Britannia's plants are located in the 4 major metro cities Kolkatta, Mumbai, Delhi, and Chennai. A large part of products are also outsourced from third party producers. Dairy products are out sourced from three producers - Dynamic Dairy based in Baramati, Maharashtra, and Modern Dairy at Karnal in Haryana and Thacker Dairy Products at Howrah in West Bengal.

Britannia had spent 0.1 million US$ to hire Paris based designer Shombit Sen Gupta to create a logo and packaging design. The logo had three objectives: Give consumer reassurance that it was a trusted and familiar brand. Britannia has the ability to change. It had to be appropriate to the business the company was in. The logo consists of the companys name and slogan, Eat Healthy Think Better. The Hindi rendition is Swastha Khao, Tan Man Jagao. The corporate statement Eat Healthy Think Better captures the Indian concept of the unity of mind and body. The logo has three colours red, white, and green each having its own significance. Colour Red denotes Energy and Vitality. White denotes purity. Green stands for Nutrition and Freshness. The strike communicates Innovation and Futuristic Power of Britannia. Today, Britannia is the largest biscuit and bakery company in the country with the daily sales turnover of over Rs. 8478 million. It is the market leader in the 1.3-million tonne Indian biscuits industry with a 60% share. It has maintained market leadership with a 48% value market share in the organized sector. Britannia core businesses constitute of Bakery and Dairy products. Bakery products account for 90% of the revenues and include Biscuits, Bread and Cake & Rusk. Dairy products contribute

to 10% of Britannias annual turnover of Rs13.38bn. Throughout its existence, Britannia has operated on the principles of providing products to the consumers that are healthy and tasty. This is brought about by the use of high quality ingredients with a strong focus on naturalness and modern manufacturing practices. The company today has a wide range of bakery products in the biscuit, bread and cake segment. It has trimmed down its wide product portfolio by reducing the products from 35 to around 25 and began to focus on value-added instead of low-margin products. BIL (Britannia Industries Ltd.) has decided to focus on seven core brands in the biscuits and bakery category. The brands included Good Day, Tiger, 50-50, Snax, and the Cream Treat brands, among others. . With the launch of Tiger brand, it has taken a plunge in the lowend category, taking competition head on with Parle, which is the leader in this segment. The company has also diversified within dairy and bakery products to enter the butter, cheese and ghee markets. The portfolio was expanded with the launch of butter, pure flavored milk in tetra packs and UHT milk. Britannia has built an enviable retail distribution network, which services 400,000 retail outlets in 2,200 towns with the help of 2,500 distributors. The company is aggressively expanding its network with a bias towards the rural markets Recently, in the ethnic food segment, the company introduced a new range of traditional namkeens in Mumbai called Britannia Snax. The new range includes seven varieties of traditional namkeens like 'Bikaner ki Bhujia' and 'Rajasthani Alu Bhujia' in a price range of between Rs 5 and Rs

20.The company is in the process of setting up a Greenfield Biscuit Project in Uttaranchal to augment its production capacity, entailing an investment of about Rs 55.2 crore. This plant will have capacity to produce over 45,000 tonnes of two or three varieties of biscuit per annum.So after over seven decades of being inseparable part of life in India, Britannia is now set to usher its customers into a healthier and tastier future.

ABOUT EVOLUTION OF BRITANNIA : The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today. The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces. As time moved on, the biscuit market continued to grow and Britannia grew along with it. In 1975, the Britannia Biscuit Company

took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark. On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'. Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going strong but blazing new standards, and that miniscule initial investment has grown by leaps and bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-third of India's one billion population and a strong management at the helm means Britannia will continue to dream big on its path of innovation and quality. And millions of consumers will savour the results, happily ever after. BRITANNIA OVERSEAS : Britannia in the Middle-East : Britannia Industries Limited formed a Joint Venture with the Khimji Ramdas Group, one of the largest and the most respected business conglomerates in the Middle East. Britannia and its Associates have acquired a significant stake in Dubai based Strategic Food International Co. LLC and Oman based Al Sallan Food Industries Co SAOG. The two companies are key regional players in the biscuits, wafers and cookies segment in the GCC markets and export their products across the world. Strategic Food International Co. LLC (SFIC) is one of the largest biscuit and wafer manufacturing companies in the Middle East. An ISO and HACCP certified company, SFIC is also a proud winner of

the Dubai Quality Appreciation Certificate. It offers a wide spectrum of products under the brand Nutro, which is a leading biscuit brand in the Middle East.

PRODUCTS Tiger Banana Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana. IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10. NutriChoice SugarOut Sounds like yesterday when people commented that healthy foods meant "compromising on the taste." NutriChoice SugarOut is the

most novel product range to have been introduced in the market. The product is not just sweet but tastes great, and yet contains no added sugar. This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from sugar, which provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar related ailments. We are sure that you will be pleasantly delighted with its great taste and equally surprised to know that it has no added sugar. Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Britannia has chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of NutriChoice SugarOut.

Britannia 50-50 Pepper Chakkar The launch of the latest 50-50 variant left everybody guessing "What it eez?" From TV ads, radio, outdoor and in-store display materials to events, a website and SMS and email blasts, traditional and new media were blended synergistically to create excitement and curiosity about the unique taste of the biscuit. The tangy and distinctive pepper flavoured biscuit, that's thin and crispy and more like a snack, caught the imagination of a younger audience craving something to nibble on. The 50-50 Pepper Chakkar launch is truly a case of leveraging the marketing mix to best advantage.

NutriChoice Digestive Biscuit Nothing can be more difficult than making small efforts in our daily life towards healthy and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our health. At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to worry about. Made with 50% whole-wheat and packed with added fibre

(10% of our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day. In your next visit to a shop just look out for its Golden-green international carton pack. Try one and you'll know that you've made one smart choice NutriChoice. Treat Fruit Rollz All kids who have relished the yummy creamy treasures of Britannia Treat in exciting flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet mouthwatering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates! Want to know a little secret? They make the best tiffin treats! So during snack time what better than to munch on the delicious and healthy Fruit Rollz and discover the yummy fruit flavor from within the shells. Keeping up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option for kids, while keeping the Moms assured about the goodness provided by the fruit filling. So go on and treat yourself to the lip-smacking snack! New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to all with its new product and pack design. Recently re-launched in its existing Southern & Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement and appeal to nutritious food. Whoever said that good food needs to look dull and boring, will just have to take a look at Milk Bikis. With a unique and attractive honeycomb design and an enhanced product experience, the new biscuit prompts the Kids will love it reaction amongst mothers. The milk goodness in the recipe is now enhanced with SMART NUTRIENTS 4 vital vitamins, iron and iodine, proven to aid mental and physical development in growing kids. The premium packaging, besides appealing to kids, also ensures that the biscuits remain fresh and crisp. So, whether its breakfast time or snack time at school, rest assured that kids will look forward to munching these crunchy, milky biscuits which even helps in their development. And yes, adults wont be far behind in reaching out for a pack

Market Segmentation
Need for Market Segmentation: As the companies cannot go to all sectors and to all customers with different needs and demands of customer. So it is very important for any company to identify various markets segments. In this context the segmentation of market of Britannia is analyzed here.

Looking at the age, gender, family size, income and occupation of various people, Britannia also have segmented there market like: Depending on Age: - Britannia Fruit Rollz is designed basically for the children. Good Day, Cream Creaker, Marry are basically for the more matured people. Little Hearts are designed are basically for the younger generation people. Income: - Good Day, Milk Cream is basically for the people who belongs to a little bit of higher income level. Britannia Marie, Suji tost are basically designed for then who belongs to a little lower level income group. Different products with packages of Rs. 5, Rs. 10 are also made keeping the income status of the people. Behavioral Segmentation:- Some time peoples behavior changes with their psychology and mood also. Keeping this into consideration Britannia also has segmented there market. Benefits: - At tea time we require also some snacks. Keeping this into consideration Britannia has specified products like Cream Creaker, Suji tost. User Status: - People in dating or love often prefers for some time pass with some food. Britannias Salted Time pass and Little Hearts are the perfect solution for that. The Little Hearts biscuit are extremely dedicated for the people in love as these biscuits are very little in size, shapes like a heart and perfectly red color. Usage Rate: - Britannia has also segmented their market depending on the customer usage rate. Marie Gold is a product which is for High Usage Rate Customers.

Demographic Segmentation:-

Niche Segmentation: - It includes the further segmentation of

the segments of the original market. Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream.

COMPETITORS Generally all organizations have competitors in the market. A particular organization always comprises with other same business and according to market share we clarify the brand of product is giving more challenge to my product. I found many products which can be compared with Britannia Biscuit. As a conclusion I found that particularly in my provided area Britannia is really doing well and its performance is on surprising level. During the field work and after intensive study it was found that main competitor of PRIYAGOLD biscuits is BRITANNIA as the market leader. In my provided area the share of the market is as follows. BRITANNIA PRIYAGOLD PARLE-G PURE FOOD OTHERS 8% 16% 8% 48% 20%

When we compared with other businesses then we follow the quality, price, distribution system, promotional strategy etc. of the competitors Britannia in this area is doing well. So this is the comparison with other biscuits brands. According to our findings we found that BRITANNIA is the market leader followed by

BRITANNIA biscuits. These two biscuits companies the lion's share in the 2,200 crore biscuits industry.

SHOWCASE & BRAND STORES :

BRITANNIA TIGER

Tiger, launched in 1997, became the largest brand in Britannia's portfolio in the very first year of its launch and continues to be so till today. Tiger has grown from strength to strength and the reinvigoration in June 2005 and more recently, in Apr 2008 has further helped bolster its growth in the highly competitive glucose biscuit category. Tiger is a Glucose biscuit, which comes with the added goodness of wheat and milk. It is for modern mothers who play an enabling role for

their children to compete in today's world and thus want the best. Now Tiger Glucose has been fortified with "Iron Zor" with an attempt towards addressing the Iron Deficiency crisis the children of India face.

Over the years, Tiger has become the mass-market face of Britannia symbolising fun and energy in both urban and rural India, and transcending glucose biscuits. Tiger Coconut : Delicious Coconut Flavoured Energy Biscuits, launched in 2001 Tiger Creams : Was Introduced in 2002 at just Rs 5 per pack. Tiger Cream is now available in Orange, Elaichi, Chocolate, Pineapple, Strawberry and Butterscotch flavours, and promises to bring more fun and more energy to children across the country. Chota Tiger : Is an extension of brand Tiger launched nationally in May, 2007. It is mini sized poppable glucose biscuit with coloured sugar sprinkling. It comes in two variants: Milk Sparkies and Choco Sparkies Tiger Banana : Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we have launched a new variant under our power brand TIGER -

TIGER BANANA - power packed with IRON ZOR and with the delightful taste of banana. IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana. R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children. Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.

PRODUCT PROFILE

In the biscuit market internationally, Britannias Tiger made people sit up when, starting from scratch after the economic liberalization, it achieved quick sustainable growth in both volume and value with sales of Rs 100 crore in the first year of launch. It was the brand values built up around Tiger that transformed the commodity market to a branded market and today Tiger is continuously growing. In 1996, nobody, not even retailers, could believe that glucose had the potential to grow another national brand. But Shinings patented research process extracted that glucose equals takat, and takat is force or strength. Britannias Eat Healthy, Think Better positioning was then straddled as Tiger Health Force biscuits for the glucose market. The design established takat with a forceful Tiger wearing overalls and lunging speedily forward. It connected to children and workers alike.

The whole idea of creating the Tiger mascot in a bright red packaging was to create a strong differentiation from Parle G, the market leader in this category at that time. Tigers design allows it to evolve in the future with the Tiger moving in different postures with different product attributes. Today Tiger is the healthiest brand in Britannias business portfolio bringing in annual sales of about Rs 400 crore within five ye STATEMENT OF THE PROBLEM : Parle, the market leader in the glucose segment increased the price of its 100 gram Parle-G, glucose biscuits from Rs.4 to Rs.4.50 during mid-July. Britannia, the value leader maintained the price of its 100-gram glucose biscuits - Tiger brand at Rs 4 as before. Britannia being the next leader in the segment was interested to know whether the 100-gram Parle-G glucose biscuit customers have switched to Britannia Tiger glucose biscuits after the price increase of 100-gram Parle-G and if so, to what extent. A few questions needed to be answered in this regard:
Are consumers aware of the Tiger glucose biscuit brand? Does a 50-paisa price hike act as a booster for the customers to

change the brand? What difference do the consumers feel about taste parameters of Tiger and Parle-G? What factors influence their buying decision?

 What impact does the price change has on the market? This study has been undertaken to answer the above questions and help the researcher understand 100-gram Parle-G glucose biscuit customers brand loyalty. The study has been designed on the following parameters: Analyzing the brand awareness among respondents. Analyzing the factors influencing brand decision. Comparison of Tiger and Parle-G taste parameters. Analyzing the impact of the price increase of the 100-gram Parle-G on 100-gram Britannia Tiger. Britannia Tiger brand launched in 1997 led Britannia foray into the glucose category. The companys Tiger range of glucose biscuits has been a runaway success, enabling the company to expand its presence in the largest glucose category of the biscuit market. Within a short span of 7 years it has gained 28% of the market share in the 100-gram glucose biscuit segment and is the second leading brand in the segment. The brand faces competition from Parle-G brand, which is around for 60 years and is the market leader with 57% market share in this segment. The research has been carried out to understand whether the Britannias established brand name and the pricing strategy has been able to pull 100-gram Parle-G glucose biscuit customers after the price increase of 100-gram Parle-G.

To achieve this objective the present 100-gram Parle-G glucose biscuit customers and the past 100-gram Parle-G glucose biscuit

customers who switched from Parle-G to other brands of glucose

biscuits from mid-Aug to mid-Nov have been interviewed.

Effective Brand strategy adoptded by britinnia tiger biscuits : 1.Britannia has been investing significantly in higher and better quality of human resources both at the front end and at the back end. It has sharply segmented its go-to-market stratergy and unlike an earlier focus on simply increasing the number of outlets it covered. 2.Britinnia now has separate teams for general sales, modern trade, institutions, and semi-urban and rural markets. It is building strong capabilities in each of these segments. 3. Britinnia has been working with an international consulting agency for building capabilities shopper understanding as opposed to consumer understanding. 4. In 2008, Britinnia divided its product portfolio into two distinct categories: "health and wellness" and "delight and lifestyle." Products such as Tiger glucose and NutriChoice biscuits fall under the former category, while Good Day and Treat fall under the latter. Each category is headed by a senior executive responsible for outlining distinct growth strategies.

5. Other initiatives include introducing personal consumption packs to attract youth and people on the move, adding transit points such as bus stops and small roadside shops to its distribution network, and addressing workers in the business process outsourcing industry as a potential new market. 6. Britinnia has doubled its ad spending in the last three years. It is also working to increase trade marketing visibility and, for the first time ever, has signed on with a trade marketing agency. According to one of director of Britannia company Mr.Mehta, Britannia plans to increase advertising and marketing spending to 10% to 12% of sales over the next few years from a current 7%. 7. On the infrastructure front, Britannia has added 200,000 tons of annual capacity, an increase of about 60%. It has also devised a long-term distributed manufacturing stratergy, put in place a continuous replenishment supply efficiency system, and strengthened its supply chain management significantly.

Analysis: Tiger Biscuits: The researcher inferred that 40.5% of the total respondents, rated Britannia Tiger glucose biscuits milky taste as just right, 26.5% rated it as a little low whereas only 3.5% said that the brand had a very low milky taste. None of the respondents rated

the milky taste of Britannia Tiger glucose biscuits as a little high or very high, whereas 29.5% of the respondents were unable to rate the brand with respect to its milky taste.

Parle-G:Biscuits : : In the case of Parle-G glucose biscuits, 2.5% of the respondents rated the milky taste as a little high, 75.5% said that it was just right and according to 6.5% the milky taste was a little low. None of the respondents rated the milky taste of Parle-G biscuits as very high or very low, whereas 15.5% of the respondents were those who were unable to rate the brand for its milky taste.

EXTERNAL MARKETING ENVIRONMENT

The external marketing environment has got a significant effect on the brand. This external environment consists of Social, Demographic, Economic, Technological, Political, Legal and Competitive Factors. Each factor has got a specific implication . a) Social Factors: Our society is undergoing a period of changes. The habits and choices of the society are changing. Biscuits which are actually snacks are being used as main food by the student community. This has propelled the growth in the sales of the biscuits. Britannia Bourbon has become the choice of the society and is liked by people at mass. Hence it can be said that society is having a positive influence on the sales of Britannia Bourbon. b) Demographic Factors: The demographic factors such as age, sex, income, occupation, etc all of them are having a positive impact on Britannia Bourbon. As the brand is targeted towards the adolescents, youth and the adult, there is absolutely no restriction to the reach of the brand. The changing lifestyle of people from normal life of old times to fast life of modern era is promoting more consumption of readymade eatables like Britannia Bourbon.

c) Economic Factors: At this moment of time when prices of all the commodities are touching the sky, Britannia Bourbon is available to the consumers at affordable prices and consistent high quality. Although Britannia Bourbon is a premium product in its segment, it is still affordable by everyone. d) Technological Factors: Whatever be the technology developed by the R&D team of Britannia Bourbon, the taste and quality of the biscuits is amazing and consistent. No competitor has been able to achieve the taste and quality level which has been benchmarked by Britannia Bourbon. e) Competitive Factors: Britannia Bourbon has truly been the king of the market in its segment. It is priced more than its competitors but is still the first choice for buyers because of its taste and quality. Apart from this, the strong and efficient distribution channel ensures the constant supply of the brand to the shelves in the market. The retailers and wholesalers however get incentives in the form of margins and discount to promote the product. In terms of the competitive factors, Britannia Bourbon is the leader on all frontiers and hence can be considered as untouchable or invincible by other brands. It has left all its competitors starting from Sunfeast and Bisk Farm to Parle and Dukes far behind in the competition. The craze is such for this brand that it has become a generic for BOURBON, the most popular type of chocolate cream biscuits which are actually named after a whiskey.

C. MARKETING MIX 1. PRODUCT: a. Product Type: Britannia Bourbon is a convenience product. It is easily available across the marketplace at various outlets starting from the local kirana store to the supermarkets like Reliance Fresh and Food Bazar. It is a product which is sought daily by the consumers and the purchase decision in this case is quick & positive. It is available in 5 different packs as pocket pack, party pack, hangout pack,

family pack and gift pack. The biscuits inside those packets are really tempting and mouth-watering which makes the tagline indulge your dark side come real. The consistency in the product has been such that in spite of many me too products venturing the market our brand is still unmoved and unaffected by any sense of competition. The Rs.120-crore brand has a 33 per cent market share in chocolate biscuits market. b. Product Life Cycle: Britannia Bourbon is in the Growth Phase of product life cycle. There has been a significant increase in sales figures which is still rising. Besides the competition has increased a lot by the entry of new players like Sunfeast Dream Cream Bourbon, Parle Hide & Seek Bourbon, Bisk Farm My Favourite Bourbon and Dukes Bourbon. The awareness about this brand has increased in leaps & bounds while the popularity of the brand is touching skies. Britannia Bourbon has made BOURBON so popular that new words have been coined after Bourbon like: BOURBONEER meaning group of people that loves eating BOURBON, BOURBER means BOURBON eating male and BOURBONETTE meaning BOURBON eating females. 2. PLACE: a. Marketing Channels: Britannia Bourbon follows intensive channeling strategies using a plethora of whole-sellers & retailers to make the product available to the market. The company uses both; push as well as pull strategy to sell its product in

the market. The channel followed is much simpler as the company directly sends the product from factory to distributors who then forward the stock to the wholesellers and retailers. The product is available everywhere, be it a small grocery shop or a large Shoppers Stop store. b. Major Retail Outlets: The brand is sold at every possible location starting from a small local grocery shop to the super stores and hypermarkets. Some major retail outlets are: i. Grocery Stores ii. Reliance Fresh iii. Food Bazar (Big Bazar) iv. Pantaloons v. Shoppers Stop c. Effectiveness of these Retail outlets: The retail outlets have been highly effective implementing the pull strategy, and thus pulling the customers to buy Britannia Bourbon. The sales figures for BIL has increased rapidly from 1817.92 crore in the year 2005-06 to 3424.58 crore in the year 2009-10. As Britannia Bourbon is a convenience product, the ease in availability is an important factor for the success of the brand. Hence by looking at the success of our brand, we can easily conclude that the retail outlets selling our brand have been highly effective in catering the needs of the market and thus, satisfying and attracting customers towards this brand. PRICE:

a. Pricing Objective: The pricing of Britannia Bourbon is profit oriented. This is evident from the very fact that Britannia Bourbon is prices higher than its competitors in the market. A 169gm (15 biscuits) pack of Britannia Bourbon is priced at Rs.22/- while 170gm (15 biscuits) of Bisk Farm and 148gm (16 biscuits) of Sunfeast are all available at Rs.20/- However the quality of Britannia Bourbon drives the sales efficiently despite of the profit oriented pricing. b. Pricing Strategy: Britannia Bourbon follows the Status Quo pricing strategy. The company has efficiently maintained the high quality of the product never compromising on any frontier be it the chocolate quality or the quality of the biscuits or even the sugar crystals. This has helped the brand position itself as a premium brand and hence maintain the status quo pricing keeping the prices more than its competitors. c. Fine Tuning the Base Price: The strategy used by our brand for fine tuning the base price is giving margin and discount to retailers & wholesalers. Britannia gives 10% margin to the retailers and 3% margin to the wholesalers. The wholesalers get another 2% discount along with the mentioned margin. Apart from this no strategy or tactics are followed by Britannia Bourbon to fine tune its base price. Direct discounts or offers to customers have hardly been seen in case of Britannia Bourbon. This strategy has left the customers with the following prices: i. Nano Pack Rs.5/ii. Pocket Pack Rs.12/iii. Hang-out Pack Rs.15/iv. Party Pack Rs.22/-

4. PROMOTION: a. Analysis of Advertising Campaigns: Britannia Bourbon was previously categorized under the kid-centric Treat catalogue but lately after conducting several researches about the target customers and the potential of the brand, Britannia Cream Treat Bourbon was rebranded as Britannia Bourbon The Original. An extensive ad campaign is now being used with the tagline Andar se kuch aur, Bahar se kuch aur! which ties the surprising resourcefulness of youth with the biscuits characteristics of chocolate sandwiched between biscuits. Bourbon, through the ad, becomes a partner in your pranks, sums up Prasoon Joshi, the head of creative team at McCann .The tongue-in-cheek ad is the first ad directed by the dark theme film maker Anurag Basu which blends how the youth usually get their way through ingenious means with the experience of eating a Britannia Bourbon. A girl, miffed at her boyfriend watching a cricket match with his gang of friends on an evening planned for a date, does not protest. She instead turns the very act of enjoying a Bourbon biscuit into a trigger for them to be driven out of the house. The boyfriend, of course, does not want his friends imagination to run riot. The print ad of Britannia Bourbon is somewhat the same provoking us to enjoy our moments in life. The print ad is as follows: Hoping to strengthen its appeal with the youth, which it couldnt boast of until now, Britannia is pegging the brand as an anytime product that, for example, can be had on the go with a cup of coffee. Below the line activities include tie-ups with cafes and college fests and more distribution in departmental stores near colleges. After this current campaign, the brand is expected to post a growth of 15%. b. Media Types used in Advertising: Britannia uses TV and print media (magazines) for advertising apart from Over-the-counter advertising using the posters of

BOURBON. However, it is only the TV ad of this brand which is tremendously popular. The sense of fun drives the viewers of the ad crazy and this craze combined with the amazing taste persuades the consumers to go for word of mouth promotion of the brand. c. Public Relations: Britannia has largely underutilized the public relations tools for promotion. The major PR tool used by Britannia is good investor relationships. Britannia is the 5th Most Trusted Brand in India after Nokia, Colgate, Lux and Dettol, while it is the most trusted Food Product Brand. The investors are happy investing in the shares of the company as they are assured of getting good returns. The company rewards the investors with incentives frequently and this has helped a lot in maintaining cordial relationship between the two. Sometimes, the company also goes for product publicity via newspapers and its website. The website of Britannia has proved to be yet another effective tool for maintaining public relations by the company. d. Sales Promotion: For the sales promotion purpose Britannia gives margin and discounts to the wholesalers and the retailers. The retailers get a margin of 10% while the wholesalers get a margin of 3%. The wholesalers also get an additional discount of 2%. This acts as push strategy in sales promotion as the product is pushed through the distribution channel. However it should be noted that this brand hardly needs any sales promotion to increase sales because of its consistent quality and high brand value.

D. SWOT ANALYSIS STRENGTHS: o Quality The quality of Britannia Bourbon has always been uncompromised and extraordinary. It is uniform in all the biscuits in all the packs. This is one of the most important factors that people buy the product in spite of its higher price. o Taste The richness in taste is such that itll just spellbind the one who consumes it. The biscuits are light baked, perforated with sugar crystals sprinkled over them and carry an implicit taste of chocolate. The chocolate cream is thick and rich and makes one feel in heaven. o Consistency The brand has been consistent with its quality and taste for a long period of time and this has become one of its strength as people now swear by its taste and quality. o Price The price of our brand is higher than its competitors, but acts as strength because it gives the feel of a premium product which is affordable by all. o Packaging The unique and attractive packaging of this brand helps to attract the buyers to have look at the product after which they actually cant resist to buy our brand. WEAKNESSES: o Calories The health freak customers will definitely avoid the brand as it contains calories and is so heavy that one wont prefer to have more than 3 4 biscuits at one go. However much cant be done on this aspect because its all due to the taste and quality of the brand and changing this will spoil everything. o Limited target audience i.e. people who prefer chocolate OPPORTUNITIES: o The brand with its uncompromised and consistent high quality and rich taste can clean sweep the stakes in the chocolate cream biscuit market. Britannia Bourbon is already the market leader with 33% market share of cream biscuit market. This is an opportunity for the brand. o The brand can further accelerate the sales if some offers directed towards the consumers are provided which has not been done before.

o Coming up with a family pack can me a successful venture for Britannia Bourbon. THREATS: o Dukes Bourbon: It is the only threat to our brand in terms of competitors because of its good quality and taste at low price, however Dukes is not that popular brand and the supply chain of Dukes is also not that effective. o Parles annual sale is approximately Rs 280 crore and is growing at 25 per cent per annum. The total biscuit market, estimated at around Rs 10,000 crore, is growing at a lesser pace of 5 to 7 per cent o Consumers associate Hide & Seek with chocolate-based biscuits. Hence, the new product has been created under the Hide & Seek umbrella to give consumers biscuits with more quantity of rich chocolate cream in their Bourbon biscuits o Parle has decided to use Hide & Seek's brand ambassador, film star Hirthik Roshan, for Bourbon as well. In the advertisement, the actor can be seen flaunting his dancing prowess, urging viewers to "try it"

Financial Analysis Britannia's gross sales turnover increased to Rs 18,179 mn in 200506 from Rs 16,154 mn in the previous year, registering a growth of 13%. Operating profit at Rs 1,763 mn increased by 7%, profit before tax and exceptional items at Rs. 1,958 mn declined by 19% against 2004-05 , impacted by the profit on sale of long term investments that accrued to 'other income' last year.

[Fig- 2.1: Gross Sales of Britannia] The Company achieved these results despite significant increases in input cost, particularly sugar, fuel and oils, coupled with aggressive pricing in the industry. Your Company's focused initiatives on commercialising market place opportunities, supply chain efficiencies and overall cost management resulted in its top line growth and profitability. Operating margin at 10.3% in 2005-06 compared with 10.9% in the previous year was impacted by the inflation in input costs. Despite stiff competition, your Company stabilised and held its overall market share at 31.7% in volume and 38.8% in value for the last year. Exports turnover during the year was Rs 111.71 mn against Rs 71.65 mn in 2004-05, a growth of 56%

MARKET POTENTIAL

Market potential of the BRITANNIA is much positive in competitive era and will sure cover the maximum market share of biscuit product. Potentiality of any product depends upon the futuristic performance of the product. it depends that how much retailers have potentiality to be permanent seller of BRITANNIA. For great potentiality it is necessary to improve those factors which are going to effect retailers. In my study I found some factors which can help to cover great potentiality. These factors are following: Scheme delivery should in perfect determining time. Some places distributors not able to cover his particular area. That should be improved. Scheme facility should be regular as much as possible. Small pack also should be in the market. Always collect the views of retailers. It gives psychological effect on the retailers about care ness by manufacturing company. These factors are very important for the organization. If company is able to improve these all factors then definitely its market share will more increase. Retailers will take more interest to sell Britannia biscuit and customer will also enjoy for it. So potentiality is very high to Britannia biscuit in positive direction.

SWOT ANALYSIS OF BRITANNIA

Strength

Weakness

 Fulfill one of our Basic Requirement among Air , Water , Food, Shelter Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year Opportunities Increase economy of India Generate employment opportunity Good quality of Goods Provide competition to foreign companies Improve living standard Provide goods to nation at cheaper rate Inflow of foreign reserve

Decreases nutritional value Increases the cost of food product Industry and technology requires high investment Regular usage of processed food can cause alteration in health

Threats Many companies are result oriented Increase in pollution Sometimes provide poor quality of product for more profit Lack of technology Unable to utilize all the resources efficiently

and funds for the govt. (taxes)

CONCLUSION After going thick on the thing, now time is to make a complete picture. While making a product a SKU (Stock Keeping Unit) of the shop retailers think about the GMROI (Gross Margin Return On Investment) and they promote the brand which provide them highest. They expect return in the form of profit margin, company schemes, window display and references of the shop. Among these, company schemes make the differences and are the highest source of motivation after profit margin. Retailing demands a constant push from the company. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can't help quality and price. It is only up to dealers said it is demand they sell Britannia 42% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. There is a greater need to understand the retailer behavior considering them as a team working for the company may help them to be attached to the company. There should be feeling of belonging to the company in inner of the retailers. Setting values club for

retailers so that they may exchange views with the company and help in understanding consumer behavior.

BIBLIOGRAPHY BOOKS: Marketing Management by Philip Kotler (Prentier Hall of India Pvt Ltd) Ninth Edition. Essentials of Marketing Management by Reddy and Appanaih (Himalaya Publishing House) Ninth edition. Consumer behavior by R Nair (Himalaya Publishing House) Third Edition. Keeping Customer Happy by Jacqueline Dunckel and Brian Taylor (Jaico Publishing House) Second Edition. Essentials of marketing Management by S A Sherlaker (Himalaya Publishing House) Twelfth Revised and Enlarged Edition Reprint. NEWS PAPERS: THE ECONOMIC TIMES THE TIMES OF INDIA THE BUSINESS AGE THE BUSINESS STANDARD

 THE INDIAN EXPERESS MAGAZINES: BUSINESS INDIA INDIA TODAY

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