". Bakery Industry: Britannia To Enter Saudi Arabia Bakery Market

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Britannia To Enter Saudi Arabia Bakery Market

Indian major bakery manufacturer Britannia Industries Ltd managing director Ms Vinita Bali has confirmed about its intention to enter Saudi Arabia  market

Having established itself in this region through  acquisition of two plants   Strategic Food International llc , Dubai ,UAE   and Al Sallan Food Industries Co ,Sohar ,Oman .It was next logical step  from Britannia to enter Saudi Arabia market . It has invested heavily in brand positioning and promotion  in gulf region with brand named "Nutro" . Nutro  biscuits  and Nutro  Wafers have  a significant  presence in this region .Apart from gulf countries  Britannia exports  its  products to 70  countries.

Saudi Arabia  is the largest market in this area with locals and  Indian expats making sizable portion of  the population . Around 1.8 million expat Indian  population in Saudi Arabia. Brand  recognition  and loyalty  is always there  for Britannia  and hence steps are being taken by company to encash it .Britannia pricing would be competitive for consumer to entice them to buy its product .

Competition on home turf  and  pressures on price  had made Britannia  to search  for  newer market .
Nutro products with brands  from India  would be launched in Saudi market .

Britannia competitors in Saudi market would be  Krafts Nabisco , Deemah ,  Tiffany , United Biscuits and Ulker  .

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