Britannia plans to launch salty snacks under its Time Pass brand
Britannia plans to launch salty snacks under its Time Pass brand

India’s biggest biscuit maker Britannia Industries is planning to launch salty snacks under its existing brand Time Pass by next month. With this, the company will enter the Rs 24,000 crore per annum salty snacks market, which is dominated by Haldiram's and Pepsico. 

This launch is part of the company's strategy to expand to non-biscuit segments. 

Varun Berry, Managing Director of Britannia Industries, said, "It will be a differentiated product range and we will leverage on the fact that we have about 80 factories making our products. In the snacking segment, transportation is the biggest cost but with our manufacturing footprint, our costs will remain tight and efficient."

Earlier, the Rs 10,000 crore Kolkata-headquartered company had forayed into the snacks category but exited after a few months. Berry stated, "This time, the outlook in the segment, our capabilities and the product characteristics are completely different."

In packaged consumer products, biscuits, snacks and dairy are the three largest categories in the country, accounting for a third of the nearly Rs 3.4 lakh crore market. 

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