Internship SHIVAPRASAD
Internship SHIVAPRASAD
Internship Report
BY
SHIVAPRASAD M
USN: 1RR23BA081
2024–2025
CERTIFICATE
Mr. Shivaprasad M
USN: 1RR23BA081
ACKNOWLEDGEMENT
Mr. Shivaprasad M
USN:1RR23BA081
Table of Contents
1 Executive summary
2 Industry Profile
6 About Organization
7 Products
8 Financial Information
9 Competitors
10 Area of Operation
11 Awards/Achievements
12 HR Policies
13 Future Plan
14 BCG Matrix
SL No Content Page no
1.0 Details of reporting authority
2.0 Nature of worked assigned
3.0 Method adopted to do the work
4.0 Learning experience
5.0 Conclusion
WEEKLY AVCTIVITES
Executive Summary:
INDUSTRY PROFILE
Fast-moving consumer goods (FMCGs) are products that sell quickly and are relatively low-
cost, often in large quantities. They have short shelf lives due to high consumer demand or
are perishable. The largest FMCG companies are Nestle and PepsiCo. From the 1980s to the
early 2010s, the FMCG sector experienced stable growth, with annual revenue consistently
around 9% and returns on invested capital at 22%. These companies are often bought often,
consumed rapidly, and priced low, making them a popular choice for consumers. Fast-
moving consumer goods (FMCG), also known as consumer-packaged goods (CPG)
or convenience goods, are products that sell rapidly and inexpensively. They include non-
durable items like packaged meals, drinks, toiletries, candy, cosmetics, and over-the-counter
medications. FMCGs have a fast inventory turnover and are sold exclusively in
hypermarkets, big box stores, and warehouse clubs. Small convenience stores also carry high-
volume items due to limited shelf space. India's young demographic, increased urbanisation,
and middle class have contributed to the growth of the FMCG industry. The government's
urban development initiatives and the growing middle class have created attractive markets in
cities like Jaipur and Surat. The young population is also highly technologically aware,
leading to a burgeoning e-commerce sector. The penetration of smartphones and improved
internet connectivity has formalized large sections of the unorganised retail sector. The e-
commerce segment is projected to contribute 11% of overall Indian FMCG companies' sales
in 2030, with the online FMCG market reaching $45 billion in 2020. This has been a major
catalyst in the development of the FMCG sector in rural India.
Low: Britannia faces challenges in a competitive FMCG market, including establishing brand
loyalty and distribution networks due to significant initial capital commitment. The company
enjoys economies of scale, making it difficult for new competitors to compete on price and
manufacturing efficiency.
4) Threat of Substitutes:
Moderate: Britannia faces a growing threat from substitute products like chips, chocolates,
and traditional sweets, as well as health trends that may drive consumers to healthier
alternatives, particularly in urban markets. Despite its reputation and competitive
pricing, consumer preferences towards healthier snacks could influence demand.
5) Competitive Rivalry:
High: Britannia faces intense competition from domestic and international brands in the
saturated FMCG sector in India, particularly in biscuits, dairy, and bakery products. The
industry is saturated with many companies competing for market share. Competitors
frequently launch new products to capture market share, pressuring Britannia to continuously
innovate and differentiate its offerings.
ABOUT ORGANIZATION
VISION:
To dominate the food and beverage market in India with a distinctive range of “Tasty Yet
Healthy” Britannia brands.
MISSION:
We want to be part of our consumer- at home, out of home, a natural part of his life”.
Through a profitable range of “Tasty yet Healthy” products by making every Indian a
Britannia consumer.
To dominate the food and beverage market in India.
Nature of Business:
Britannia Industries Limited is an Indian food and beverage company that specializes in
manufacturing and selling various food products, with a strong focus on fast-moving
consumer goods (FMCG). The company is known for its biscuits, which contribute
significantly to its revenue. It also produces dairy products such as milk, yogurt, cheese,
butter, and dairy-based desserts. Britannia also manufactures breads, cakes, and rusks,
catering to a broad range of consumers in India. The company also offers snack foods and
confectionery, such as croissants, wafers, and cream-filled biscuits. In response to
rising health consciousness, Britannia offers health-focused products like low-calorie,
multigrain, and fortified options. The company distributes its products domestically and
internationally, exporting to over 60 countries. The company's business strategy includes
expanding its reach in rural markets, investing in product innovation, and strengthening its
presence in premium and health-food segments. Britannia Industries, a leading Indian FMCG
company, is expanding its market presence in rural and emerging markets, focusing on
innovation and R&D. The company operates numerous manufacturing units across India,
with a robust supply chain and distribution network. Britannia is committed to sustainability,
reducing its carbon footprint and promoting recyclable packaging.
OWNERSHIP PATTERN:
The Britannia Biscuit Company Limited (BBC) was established in 1892 by British
businessmen with an initial investment of ₹295. The company initially manufactured biscuits
in a small house in Kolkata, later acquired by the Gupta brothers and operated under the
name V.S. Brothers. In 1918, C.H. Holmes was taken on as a partner, and the Mumbai
factory was set up in 1924. During World War II, the British government of India needed a
continuous supply of biscuits for British soldiers, and the company started supplying biscuits
to the British Army for several years. The company's name was changed to the current
Britannia Industries Limited in 1979. In 1982, American company Nabisco acquired the
parent of Peek Freans and became a major foreign shareholder. In 1978, Britannia came out
with its public issue, increasing its Indian shareholding to 62%. The 38% foreign stake was
owned by the UK-based Associated Biscuits International Limited (ABIL). In 1993, textile
tycoon Nusli Wadia took control of the company from then-chairman Rajan Pillai, with the
help of French food giant Danone. In 2009, Wadia Group became the largest shareholder in
BIL. In December 2018, the company launched a new category, Treat Crème Wafers. In
December 2022, Britannia Industries entered into a joint venture agreement with Bel SA of
France and Britannia Dairy Private Limited (BDPL) to develop, manufacture, and sell cheese
products in India and other markets.
2) Production Department:
In Britannia Industry Production Department role involves managing daily operations in
Britannia's factories and production units, overseeing production lines for biscuits, cakes,
dairy products, bread, and other items. Quality control is crucial, along with equipment and
technology management. Production planning and scheduling are essential, along with cost
and waste management, health, safety, and environment compliance. Team management
involves supervising production staff, training them on new technologies, safety protocols,
and process improvements. Collaboration with other departments, such as R&D, is crucial for
new product trials and launches.
3) Maintenance Department:
In Britannia Industry the responsibilities of a maintenance team, including preventive
maintenance, corrective maintenance, equipment upgrades, safety and compliance, inventory
management, documentation and reporting, energy management, and training and
development. Preventive maintenance involves scheduling regular tasks to prevent machinery
breakdowns, while corrective maintenance involves repairing malfunctioning equipment and
diagnosing issues in real-time.
5) Finance Department:
In Britannia Industry Finance Department role involves managing company finances,
including budget preparation, audits, compliance, taxation, and regulatory adherence, as well
as analysing profitability and financial health.
7) Purchase Department:
In Britannia Industry Purchase Department role involves sourcing and managing suppliers,
negotiating contracts, managing inventory, ensuring quality assurance, cost management, cost
management, sustainability, ethical sourcing, and documentation. It involves identifying
reliable suppliers for raw materials and packaging materials, building long-term relationships,
conducting vendor evaluations, and managing contracts. Inventory management involves
forecasting demand, setting purchase orders, and implementing Just-In-Time practices.
Products:
1) BISCUITS:
2) DAIRY:
3)SNACKING:
4) CAKES:
TOASTEA
6) BREADS:
7) NUTRITIOUS BARS:
Be You nutrition Bar
BE YOU PROTEIN BAR
Financial Information:
Competitors:
1)
Parle is primarily divided into 3 product categories: Biscuits, Confectionery, Snacks which
are available mainly in India. From the name Parle, every one of us is reminded of just one
thing: the evergreen biscuit, Parle G. However, this Indian company deals with products other
than biscuits.
2)
Nestle – largest food company in terms of revenue is based out of Vaud, Switzerland. It has a
wide range of product line such baby foods, coffee, tea, dairy products, Maggi and many
more. It has presence in 194 countries having approximate 450 factories with a head count of
339,000 people.
3)
ITC or Imperial Tobacco Company of India limited was established in 1910. It changed its
name first in 1970 and again in 1974 and was finally called I.T.C Limited. Headquartered in
Kolkata, West Bengal, ITC is one of India’s most valuable conglomerates with presence in all
the three sectors of the economy.
4)
Patanjali Ayurved is one the fastest growing FMCG companies in India, which focuses on
food, healthcare and medicinal products. Patanjali is founded by Indian yoga guru Baba
Ramdev and Acharya Balkrishna in 2006 with the aim of promoting ayurvedic products
amongst consumers. With annual revenues exceeding INR 10,000 crore, Patanjali had
become one of the largest consumer goods companies in India.
5)
Amul is one of the very old Indian companies, which has made its mark since 1946. Now
GCMMF has become the largest exporter of dairy products all across the world. Amul was
built up in 1950 with the revolution of dairy agriculturists who were inspired by the
independence of India.
Area of Operation:
Britannia Industries operates in over 80 countries across Asia-Pacific, the Middle East,
Europe, Africa, and the Americas. The company's headquarters are in Bangalore, Karnataka,
India
Britannia Industries sells and markets their products through distributors, direct sales
channels, vendors, and contract packers. They also have a presence in more than 5 million
retail outlets and service over 45,000 villages.
Awards/Achievements:
Britannia revalidated its startups as a Best Employer through the Best Employer 2020
Marie Gold my startup 2.0 campaign won a Gold in the Practice: Marketing to women
Category at SABRE Asia Pacific awards 2021.
Bring Back Milk Bikies campaign won the Best Multi-channel Advertising campaign at
INMA Global media awards 2022
Britannia Treat Croissant Launch won at the Indian Marketing Awards for the
Best use of Consumer insights 2023.
Britannia has been recognized at the ‘Best company to work for the year-2024 at the
Global CSR & ESG Awards,’ conducted by Brand Honchos.
HR Policies:
Future Plans:
Britannia Industries Ltd., an FMCG brand in India, has several future plans, including:
Expanding into new categories: Britannia is looking to enter the healthy food segment
and other high-margin categories like chocolates, fresh dairy, and salty snacks. They are
also exploring joint ventures to enter these categories.
Increasing cheese business: Britannia plans to more than double its cheese business in
the next three years. They have invested in a new plant in Ranjangaon, Maharashtra, and
are working to stabilize the factory. They also have a joint venture with the French cheese
maker Bel SA to offer their products in India.
Increasing retail distribution: Britannia Bel aims to double its existing retail distribution
by the end of 2024.
QUESTION MARK: Dairy Products and Beverages Segment which have very
high market growth, but they have relatively lower market share. So, these products
come under the question mark quadrant.
STAR: In Britannia Industry Good Day and Marie Gold has higher market share and
high relative market share so they come under star category.
CASH COW: In Britannia Industry the top selling products are breads &cake so
they are considered as cash generating products which has higher market
share and lower market growth. So, they come under Cash cow’s quadrant.
DOGS: In Britannia Industry the product which has low market growth and relatively
low market share is Nutri Choice. So, this product comes under dog quadrant.
MCKENSY’S 7 S FRAMEWORK OF
BRITANNIA INDUSTRY:
Introduction:
The McKinsey 7s model is a strategic tool and framework that helps managers and
businesses assess their performance. The McKinsey 7s model identifies 7 key elements
for an organization that need to be focused and aligned for successful change
management processes as well as for regular performance enhancements. The 7
elements identified in the McKinsey 7s model can be categorized as being hard or soft
in nature. They are identified as
Britannia industry makes use of the McKinsey 7s model to regularly enhance its
performance and implement successful change management processes. It focuses on
the 7 elements identified in the model to ensure that its performance levels are
consistently maintained and improved for the offerings.
A HARD ELEMENT:
Hard The hard elements of the McKinsey 7s model comprise of strategy, structure, and
systems. The hard elements of the model are easier to identify, more tangible in nature,
and directly controlled and influenced by the leadership and management of the
organization.
The strategic direction guides employee, staff, and stakeholder behaviour towards goal
attainment, setting SMART Goals with short and long-term deadlines in accordance with the
business strategy. The strategy helps employees decide tactics and behaviours for achieving
set goals and targets to help the business grow.
Britannia Industries Ltd.’s strategy also considers competitive pressures and competitors'
activities, addressing them through suggestive measures and actions. This ensures
sustainability by adapting to market changes and evolving consumer trends and demands.
Britannia Industries Ltd has a developed and intricate communication system that enhances
the overall organizational structure. This systematic, defined, and organized communication
allows for easy flow of information and prevents any compromise on organizational tasks and
goals due to lack of communication or misunderstandings.
B SOFT ELEMENTS:
4 Share values: Britannia Industries Ltd.’s core values include creativity, honesty,
transparency, accountability, trust, quality, and heritage. The company maintains high ethical
and moral standards, ensuring its operations are conducted ethically. Britannia Industries Ltd
promotes an inclusive culture that celebrates diversity, with policies reducing discrimination.
The company encourages innovation and creativity, allowing individuals and teams to grow
independently. Supportive leadership increases employee motivation and job
satisfaction. All job tasks and roles are aligned with the company's core values, ensuring a
consistent brand image and honest organizational culture. Change management processes and
methods are incorporated to maintain the core values.
5 skills: Britannia Industries Ltd has a skilled workforce, recruited based on merit and
qualifications. The company defines tasks and job roles, hiring and training employees for
skill levels. Skill management is a priority, with regular training and workshops provided for
personal and professional growth. This approach provides a competitive advantage, as
players cannot imitate employee skills or training, creating a unique and non-substitutable
competency for Britannia Industries Ltd.
6 staff: Britannia Industries Ltd has a large workforce, employing both internal and external
employees to meet the company's business goals. The company provides in-house training for
employees to familiarize themselves with the company's values and for skill enhancement.
The company's global team is inclusive, promoting diversity and working together to achieve
business goals.
Weakness:
Opportunities:
Threats:
PART -B
1. Details of reporting authority:
Email Id:
Phone number:9611918061.
Invoice Filing: