Surprise is the strategy: How Britannia captures attention in a crowded content world

Britannia Industries, a name synonymous with biscuits, dairy and bread, has been a household staple for decades. Amit Doshi, chief marketing officer, shares Britannia’s approach to premiumization, sustainability and bold storytelling. In today’s crowded content ecosystem, how does surprise factor into Britannia’s storytelling strategy? For the true premium segment, we’ve relaunched Chunkies as the pinnacle of indulgence and introduced new formats like Jim Jam Pops at premium price points. Across brands like NutriChoice, Good Day and Pure Magic, premiumization drives innovation to deliver differentiated experiences.