Business lessons from Britannia Milk Bikis for kids

oday as I took a bite of Milk Bikis biscuits I was reminded of my childhood when I would have them with my afternoon tea. The simple biscuits with almost the same packaging design today, were a part of my growing up years. I never knew much about the business behind them but I recently decided to find out more and was surprised by what I discovered. I shared the same with my son and he mentioned a very interesting thing, he said "ma is the consistency of the product over all these years a business model for them?"

So we set out to do research on the biscuit industry in India and the journey of Milk Bikis.

The company that manufactures Milk Bikis is called Britannia Industries Limited and it was founded in 1892 in Kolkata by an Englishman named C.H. Holmes who partnered with the Gupta brothers. It started as a small enterprise selling biscuits under the brand name ‘Britannia’.

What made milk bikis a popular choice?

Emotions: Milk Bikis was launched in 1978 and it became popular because of its unique taste and its affordable price. The biscuit was positioned as a healthy snack for kids and it quickly became a favorite among mothers especially because it was promoted with milk being a key ingredient. India has had an obsession with milk and milk products since time immemorial and Britannia played on this sentiment to make Milk Bikis a household name.

Price:  Another important factor that made Milk Bikis popular was its price. It was priced at Rs. 2 for a 10-biscuit pack when it was launched and even today, a 35-year-old would remember the affordable price of Milk Bikis. This made it a popular snack among kids from lower and middle-income families.

Taste: The taste of Milk Bikis is also a key reason behind its popularity. The biscuit has a mildly sweet taste with a lingering milk flavor which makes it different from other biscuits in the market.

Consistency:  One of the things that have made Milk Bikis a favorite among kids and adults alike is its consistency in taste and quality over the years. The biscuit has maintained its same taste and texture for over 35 years which is a testament to Britannia’s commitment to quality.

Availability:  Milk Bikis are available across the country and this has also contributed to their popularity. The biscuit is easily available in small shops and supermarkets which makes it convenient for people to buy it.

Advertising:  Britannia has also done a great job of advertising Milk Bikis over the years. These campaigns created a strong emotional connection with consumers and helped Britannia cement the position of Milk Bikis as a popular snack choice in India.

About the Milk Bikis manufacturing 

The factory where Milk Bikis are in various parts of the country and the biscuits are manufactured in a completely automated process. The raw materials used in the production of Milk Bikis include wheat flour, milk, sugar, vegetable oil, and baking powder.

My Milk Bikis, My Experiences campaign

In 2016, Britannia launched a campaign called ‘My Milk Bikis, My Experiences’ to connect with consumers and understand their personal experiences with biscuits. The campaign was a huge success and it received an overwhelming response from consumers across the country.

What is the business model of Britannia behind Milk Bikis?

Britannia is one of India’s largest food companies, with annual revenues exceeding Rs. 10000 crores. The company has a diversified product portfolio which includes biscuits, bread, cakes, rusk, dairy products, and snacks. Britannia’s business model is based on a mix of volume and premiumization. The company has a strong presence in the mass market with its popular brands like Tiger and Good Day. At the same time, it also has a presence in the premium segment with brands like Britannia Cheese and Britannia Cake.

Though this biscuit is related to our childhood memories, we need to be careful how much we consume it as an adult. Milk Bikis are high in sugar and fat, which can lead to weight gain if consumed in excess. So, enjoy Milk Bikis in moderation and savor the memories!

A little moment of tea and biscuits with my son made all this conversation and research possible. I never thought that a simple question from him would lead to such an interesting story.

This discussion and research helped us to understand more about Britannia’s business model and how the company has been able to maintain the popularity of Milk Bikis over the years. We spoke about advertising, quality, price, availability, and consistency as some of the key factors behind the success of Milk Bikis.

Adi is very fond of such business discussions and I am sure that he will be keen to follow up on this story to see how Britannia grows in the future.