Britannia plans to relaunch Tiger

Close on the heels of relaunching its cookie brand Good Day, Kolkata-based fast moving consumer goods major Britannia is planning to relaunch its glucose brand Tiger.

“Britannia is planning to relaunch its glucose brand Tiger, which has been a laggard. Management is confident of making a path breaking product under the brand and win back some market share in the glucose portfolio,” broking firm Edelweiss said in a note after a meeting with Britannia Industries Managing Director Varun Berry.

Britannia has relaunched Good Day and Milk Bikis in the past. According to the note, Britannia is banking on the relaunched Tiger to narrow distribution gap with its competitors. “The primary reason for the distribution gap is Britannia’s weak presence in the hinterlands of UP, Gujarat, Rajasthan, Haryana, MP and Chattishgarh,” Edelweiss said.

Britannia is also looking to grow its international business, which  contributes up to five-six per cent of the company’s total business. “It is closely studying 15 markets outside India and has already finalised three-four countries to set up operations,” it said.