Dipti Datta

Britannia Celebrates It’s 100th Year With A Revamp!

October 4, 2018

What happens when the ‘baap’ of biscuits turns a century old? There is lots to add “Zindagi Mei life” to!

This year, the stalwart company completed 100 years of existence and to commemorate this milestone, Britannia released a brand new logo and tagline, “ Exciting Goodness”. From last so many years, Britannia has been a trusted name in Indian households, and has been omnipresent, be it ‘Milk Bikkis’ lending satiation of glucose biscuits to your morning chai routine or the Toasties adding to your evening milk time!

Established in 1892, with an investment of ₹265, Initially, biscuits were manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the Gupta brothers mainly Nalin Chandra Gupta, an attorney, and operated under V.K Brothers. Later on, a Kerala businessman Rajan Pillai secured control of the group in the late 1980s, becoming known in India as the 'Biscuit Raja'. In 1993, the Wadia Group acquired a stake in Associated Biscuits International (ABIL), and became an equal partner with Groupe Danone in Britannia Industries Limited.

Nostalgic, isn’t it? Here are 10 of the most consumed and adored products by Britannia, that still hold fond memories that we all relate to!

Milk Bikkis

Britannia turns 100 KAL KE LIYE AAJ! The best kind of Glucose biscuits that have been the perfect partner to our morning chai and a healthy milk ritual for the kids.  Promoting the goodness of healthy biscuits, this 4 Milk Bikis biscuits= Energy of a glass of milk portion, has remained indispensable.  

Little hearts

  Remember the 'we+ little hearts= perfect equation' ad? Took our hearts away, didn't it? From Dil sabka actually sweet hai to 'Direct Dil Se', The first thing that strikes you is of course, the name! It is so different and unusual for a pack of biscuits. Little Hearts- it may bring out the child in you, or in some cases, the romantic in you.  


Britannia turns 100 Britannia Bourbon has released a new TVC to mark the new packaging of the chocolate cream biscuit with the tagline ‘Thoda Aur Chocolaty’ and ‘Thoda Aur Crunchy’.

Good Day

Britannia turns 100 Britannia has relaunched its flagship brand, Good Day, with a new logo, packaging and a new biscuit design, accompanied by a 360 degree advertising campaign. While all five variants (butter, cashew, pista-badam, chocolate chip and choco-nut) and the ingredients have changed, the price for the products remains the same. This is the biggest change for the brand since its launch in 1986.

Britannia Cake

britannia turns 100 This 'Achhaiyon se bhara' cake spoke of ‘special moments indulgence’ to a ‘healthy wholesome everyday snack’ space. Britannia seeks to break the cliché of cakes being considered as unhealthy. Britannia is attempting to create top of mind recall in the ‘healthy treat’ category.

Pure Magic

Britannia turns 100 Enticing choco lovers with the launch of its premium choco-centre filled biscuit, Pure Magic Chocolush, which carries forward the sinful indulgent choco experience offered by the Pure Magic brand, Britannia. It offers that Belgian choco-moment, where the mundane seems magical.

Toastea premium Rusk

Britannia turns 100 RUSK JAHAN, FAMILY WAHAN! Launched a new campaign to promote the launch of Britannia Rusks, now known as Britannia Toastea, Grey India presents the effectiveness of the new Britannia Toastea and announces rebranding of Britannia Rusk to Britannia Toastea.


  britannia Launched in 1993, 5050's dual flavoured appeal soon made it a household name, while its whacky and unforgettable ads, including the iconic and much loved "Na re nana 5050" ad campaign only added to its growing popularity amongst the youth.

Jim Jam

Britannia TREAT TOH LE HI LENGE!.... In 2002, Britannia lovingly baked a Treat for little pranksters. An irresistible range of yummy, creamy biscuits to fuel their tricks. For over a decade, kids have hatched many a clever conspiracy to bite into a Treat. Its lip-smacking flavours, cool shapes and soft cream famous with the kids and in the market.

Marie Gold

Britannia Tea times are incomplete without a packet of Britannia Marie biscuits. As today’s woman packs in more each day while caring for her family, these low fat and zero cholesterol biscuits are her tea time mates.

What to Look Forward to...

  • As Britannia celebrates its 100th anniversary, the company has launched a new identity for the brand. The idea behind the refreshed look is to make the brand more suited to the demands of the new consumers.
  • The company intends to make a foray into new categories, including croissants, cream wafers and enhance product offerings in existing categories. The company’s play in value-added dairy will also receive a boost.
  • Britannia’s logo, which has undergone a change after 20 years, was developed in close consultation with the global branding agency Interbrand.
  • The company will also roll out a multi-media campaign to mark their 100-year anniversary.


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