Packaged foods major Britannia Industries is strengthening its push into e-commerce and quick-commerce channels to capture rising consumer demand for convenience-led and impulse purchases, particularly in categories such as cakes, croissants and wafers.
According to Chief Commercial Officer Vipin Kataria, quick commerce currently contributes a high single-digit share of sales in the company’s “indulgence and impulse” segment. This contribution is projected to rise to the high-teens range by fiscal 2027, signalling a strong growth runway for digitally driven consumption.
India’s rapid expansion of quick-commerce platforms—capable of delivering products from groceries to electronics within minutes—has prompted consumer goods companies to recalibrate distribution strategies. Britannia is responding by prioritising digital-first offerings and increasing investments in its quick-commerce business, which the company expects to be margin accretive.
Chief Executive Officer Rakshit Hargave said the company plans to introduce more digital-first brands to strengthen its presence in fast-growing online channels, while continuing to build an omnichannel strategy supported by competitive pricing and higher investments.
E-commerce is already emerging as a key growth engine for Britannia’s indulgence portfolio. During the December quarter, online delivery platforms contributed three times more to sales of cakes, rusks, croissants and wafers compared with the company’s core biscuit segment, highlighting shifting consumption patterns toward premium and impulse categories.
The company recently reported a 17% year-on-year rise in third-quarter profit, supported by price increases and tax benefits, with its shares closing 2.3% higher following the earnings announcement.
Going forward, Britannia expects a combination of omnichannel distribution, sharper price positioning, competitive intensity management and sustained investment in digital commerce to drive growth across its indulgence-focused product lines.