". Bakery Industry: Money Is In Rusk - Britannia

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Money Is In Rusk - Britannia

 Britannia Rusk  are  the only branded rusk available pan India . Eyeing a major opportunity in this segment  which  is largely unbranded Britannia has gone aggressively on marketing Rusk to the masses . With several variants  milk, sooji etc .As people shift  their preference from biscuits to other products  such as cookies  , biscuit companies are trying promoting premium biscuits and cookies .Rusk are popular among  elderly and working class as it supplements food  preferably as break fast  or evening hunger pang .

 A report

While recent statistics relate consumer spending to poverty status, the country's Rs 15,000-crore biscuits market is throwing light on yet another consumption story. Indians are spending as much on cookies as they are on biscuits that are staple fare, including Glucose, Marie and Milk. Both categories now command 24 per cent each of the consumer spend.

Premium Rusk from Britannia , rusk from britannia , britannia premium ruskIn the last two years, the biscuits segment, ruled by the Glucose biscuit, has been consistently losing market share to its more appealing cousin, the cookie, Ms Anuradha Narasimhan, Category Director, Health and Wellness, Britannia Industries Ltd, told Business Line.
Share dips

She said that the category's share has dipped from one-third of the market it commanded two years back, while the cookies' share has shot up from the 12 per cent it commanded two years back. “We realise that consumers are looking for food for pleasure but are not willing to give up on nutrition,” said Ms Narasimhan.

Thus, to keep consumer interests alive in the declining mass market biscuit segment, Britannia is re-launching its rusks range.


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