Winkin’ Cow crosses ₹100 crore in sales, boosts Britannia’s vision to become a ‘total’ foods company

• Winkin’ Cow has a strong presence in the South of India, but the company now plans to expand in North India.
• Britannia Industries sells products like biscuits, dairy in more than 80 countries across the globe.
• The company has a turnover of ₹11,000 crore and produces several brands like Good Day, Tiger.

Britannia’s flavoured milk brand Winkin’ Cow clocked in ₹100 crore in sales in FY22 — within three years of launch, the FMCG major said on Tuesday. The announcement was made on the occasion of World Milk Day.

“We are extremely bullish on Winkin’ Cow and want to be a dominant player in the milk-based beverages category. We plan to extend our offerings to various segments of the dairy drinks category, from affordable stock keeping units to premium and indulgent experiences and are looking for an all-India outreach with a focus on top metros,” said Varun Berry, managing director of Britannia Industries.

Winkin’ Cow has a strong presence in South India, but the company now plans to extend it to the North as well. The company aims to grow its brand by 50-60% annually with the infusion of consumer-led franchise-building as well as portfolio expansions.

Abhishek Sinha, chief business officer - dairy business at Britannia Industries added that Wilkin’ Cow is one of Britannia’s most successful product innovations. The brand currently offers milkshakes, flavoured milk and lassi.

“The category of dairy beverages in India is evolving and growing rapidly, driven by a large young population and consumers’ inclination to experiment with newer and healthier food and drink formats. Launch of our dairy facility at Ranjangaon is a firm step forward toward this commitment and a huge boost to our vision of making Britannia a global total foods company,” Sinha said.

Britannia Industries — which sells products in more than 80 countries across the globe — claims to be growing at the pace of one new geography a year, in terms of local manufacturing operations. The company has a turnover of ₹13,000 crore with several brands under its wing like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts and others.

Britannia clocked in a profit of ₹1,516 crore in FY22. The company’s revenue also increased by close to ₹1,000 crore to ₹14,359 crore in the same time frame.

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