The Economic Times

Ambani's Reliance may not get Campa moment in biscuit market, Britannia CEO says

Reliance Industries' Independence biscuits are entering India's competitive biscuit market with packs starting at Rs 5, but Britannia CEO Rakshit Hargave says disrupting the category will be harder than its Campa cola play. With biscuits already priced at Rs 5 and Rs 10, aggressive discounts could hurt margins. Britannia is also raising prices and shrinking pack sizes amid rising input costs.