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<ul><li>Last year, <keyword id="6359432" type="UNKNOWN" weightage="20" keywordseo="britannia">Britannia</keyword> had dragged <keyword id="6357073" type="UNKNOWN" weightage="20" keywordseo="ITC">ITC</keyword> to court alleging the packaging of the latter's products ‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’ were deceptively similar.</li><li>Close to 10 months later, ITC has modified its packaging and both the <keyword id="34523" type="CITY" weightage="20" keywordseo="fmcg">FMCG</keyword> majors have agreed to put the feud to rest.</li></ul>Close to 10 months after <keyword id="146218" type="CITY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> dragged ITC to court for the infringement of its product packaging trademark by using similar design for the latter's biscuits,‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’, Sunfeast has modified the packaging of both the products. Britannia had taken objection to ITC’s packaging of both the products, calling them 'deceptively similar' to Britannia’s Nutri Choice Hi-Fibre and Nutri Choice Digestive biscuits’ green packaging. In an order dated July 8, the <keyword id="6355014" type="UNKNOWN" weightage="20" keywordseo="delhi-high-court">Delhi High Court</keyword> had asked both the FMCG majors to reach a consensus regarding ITC’s new packaging for the Sunfeast products. In April however, a single judge bench of the Delhi High Court had ruled that the packaging of the two products cannot be called 'deceptively similar' as the name of the product in both the packaging is abundantly clear. In the judgement passed on August 4, it was revealed that Britannia has no objection to the use of ITCs modified packaging of the products and had therefore given up its claim for rendition of accounts, damages, costs etc. This was not the first instance of the brands taking each other to court. Back in 2018, ITC had claimed that the packaging of Britannia’s Nutrichoice Digestive Zero biscuit had imitated the packaging of Sunfeast Farmlite Digestive All Good biscuit.

Cookie Wars: ITC and Britannia resolve packaging feud

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

<ul><li>Britannia <keyword id="1457487" type="PERSON" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has been relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country to make the product more healthy.</li><li>The brand has roped in actor <keyword id="475128" type="COMPANY" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> as its face.</li><li><keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> tells us the thought behind the relaunch, why Tripathi was a perfect fit for the product and the brand's media mix for the new campaign. </li></ul> For years, Britannia’s Milk Bikis has dominated the milk biscuit segment in India. One of the oldest brands from the Britannia portfolio, the product, aimed at children, has been able to stand the test of time. Yesterday, Britannia announced a re-launch of this widely popular product with an atta variant, to make the offering healthier and to appeal to both children and their mothers; to the children because Britannia says it has worked hard to make the product tasty, and to mothers because it takes care of the nutritional values that they hope to give to their children. Britannia recently undertook a nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020 in collaboration with Momspresso. The data revealed that 79% of Indian Moms feel the wholesomeness of traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. As a response to these findings, the brand launched the Britannia Milk Bikis 100% Atta product. The brand claims that one pack of the new atta biscuit offers the energy equal to the energy provided by 1 glass of milk and 1 roti. “The thought behind this launch is the fact that a lot of traditional food we used to have as children, are no longer being consumed by today’s kids. They do have regular home-cooked foods but things like doodh roti or daliya. Therefore, we think it's really important to uphold the goodness of the traditions that people grew up with and yet add a modern twist so that children like it too. There aren’t too many biscuits in the market that are made of 100% atta and that’s why we wanted to bring up a healthy alternative to them,” said Vinay Subramanyam, VP Marketing, Britannia Industries. Milk Bikis accounts for close to 50% of the milk biscuits segment, however Subramanyam said that they don’t really track its growth just from that segment because they believe the product can take a share out of other biscuit categories too. On what he thinks are the factors that ensure the brand has been able to stand the test of time, Subramanyam said, “There are a few things that have contributed to this love for the brand. Firstly, you have to give consumers the same quality every time and make sure they know that their favorite biscuit is still exactly the same. It also has to do with a consistency in your messaging. It's a combination of these things that have helped us stay relevant over the years.” The brand has come up with a launch campaign and has roped in actor Pankaj Tripathi. “We thought Pankaj Tripathi was perfect for this communication because he is one of the most credible faces in the industry today. Our brand respects the goodness of traditions and yet wants to do something which is adaptable and progressive in today's context. Pankaj Tripathi embodies that spirit truly as he is very close to his roots and comes across as really genuine. He is extremely progressive. He doesn’t really come across as a brand ambassador but as the friendly neighbor who you look up to, so we thought he was the perfect fit for us,” explained Subramanyam. While we thought the TVC was a direct dig at other glucose biscuits and especially Parle-G, Subramanyam denied it. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> He also believes that the consumers and retailers who continue to show their love for the brand and put their trust in it are equally important brand ambassadors. “Our real brand ambassadors are our consumers and retailers. When a shopkeeper recommends our product to consumers, that kind of real word-of-mouth goes a long way,” explained Subramanyam. As a part of the campaign, the brand will also put up boards with not just the picture of the product and Tripathi but also the faces of the dealers too, who Subramanyam said were also its brand ambassadors. Along with the TVC created by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, Bangalore, the brand will also focus on a lot of on-ground activations. “TV is going to be an important part of the mix. It's a mass campaign and therefore we will take it everywhere, to small towns, cities and villages. Apart from TV, we will also have on-ground activities which will include a lot of dealer boards, hoardings, wall paintings etc. This is not a one-time media plan, it will be a continuous process. We don't want to simply launch this product and disappear. This is who we are now and we want to keep engaging with our consumers,” concluded Subramanyam.

The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

<ul><li>Spotify has proved how important it is to listen to your consumers yet again. </li><li>This time, the music streaming app has replaced its logo with Good Day Biscuit after a Twitter user posted a picture saying the grooves on the biscuit resembled their logo design. </li></ul>After a Twitter user pointed out striking similarities between Britannia's Good Day Biscuit and Spotify’s logo, the music streaming service turned the joke into reality. It replaced its logo with a Good Day Biscuit and said, “Even we can’t unsee it now.” <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1268418343238635521/lelrmGKf_normal.jpg" favoritecount="2" retweetcount="0" status="#ItsaSpot | When the users give you some input, you welcome it. The similarity between @Spotify's logo and… https://t.co/Kc93G6XL4a" createdat="1593162529000" id="1276442282669953025"></div> Spotify heard a user on Twitter, took a note of their feedback and reacted in a day by replacing its logo, proving how important it is to hear your users on social media. <div type="twitter" handle="Vasundhara_9" handlename="vasundhara_9" image="http://pbs.twimg.com/profile_images/1106050102634831873/x3gykOWX_normal.png" favoritecount="497" retweetcount="118" status="Many of you shared the trending tweet by @tapanguchi on the similarity between the Spotify logo and everyone's fav… https://t.co/8a1dk5m7Sa" createdat="1593153292000" id="1276403536847237120"></div> The user, Harsha (tapanguchi), said, “I offered a Good Day biscuit to my colleague and he exclaimed "Spotify!". Now I can't unsee it.” His tweet got over 2.5 thousand retweets and 17 thousand likes. <div type="twitter" handle="tapanguchi" handlename="Harsha" image="http://pbs.twimg.com/profile_images/1200008478410133505/WZhhRYKR_normal.jpg" favoritecount="17729" retweetcount="2465" status="I offered a Good Day biscuit to my colleague and he exclaimed &quot;Spotify!&quot;. Now I can't unsee it. https://t.co/a6IChxEThj" createdat="1593062536000" id="1276022881034608641"></div> Shortly, Britannia responded to his tweet and hit the right ‘spot.’ <div type="twitter" handle="BritanniaIndLtd" handlename="Britannia Industries" image="http://pbs.twimg.com/profile_images/1026457228260167682/eT24imw2_normal.jpg" favoritecount="221" retweetcount="7" status="@tapanguchi Try rotating clockwise, he will be all #GoodDay #Smiles. 😊" createdat="1593065283000" id="1276034402288427008"></div> <div type="twitter" handle="BritanniaIndLtd" handlename="Britannia Industries" image="http://pbs.twimg.com/profile_images/1026457228260167682/eT24imw2_normal.jpg" favoritecount="387" retweetcount="11" status="@pavantm Well, our crunchy and buttery #GoodDay Cookies always hit the right &quot;spot&quot;... So, coincidence?! 🤯" createdat="1593083754000" id="1276111875248447488"></div>

Spotify replaces its logo on social media with a Good Day Biscuit after Twitter user spots similarities

<ul><li><keyword id="6359432" type="General" weightage="100" keywordseo="britannia" source="Orion">Britannia</keyword> <keyword id="91842" type="General" weightage="80" keywordseo="good-day" source="Orion">Good Day</keyword> has revealed its new identity today. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles.</li><li>The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. </li><li>An augmented reality experience has been specially designed to make consumers feel an integral part of the campaign.</li></ul>Britannia Good Day has revealed its new identity today. Launched in 1987, Britannia Good Day created the ‘Cookie’ category in India- and made dry fruits and nuts accessible to Indian households for the first time. The brand that has always propagated happiness, today said the rich and varied smiles of India has inspired its makeover. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles. So consumers can experience <keyword id="12774283" type="General" weightage="20" keywordseo="kayi-smiles" source="Orion">Kayi Smiles</keyword>, Nayi Smiles…in every pack of Britannia Good Day! <div type="Youtube" id="i21h1iAOxh4" title="Britannia Good Day Kayi Smiles Nayi Smiles 40 sec Hindi" thumbUrl="https://i.ytimg.com/vi/i21h1iAOxh4/mqdefault.jpg"></div> A high intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India. The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first of its kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack. Commenting on the launch of Britannia Good Day’s new identity, <keyword id="459296" type="General" weightage="20" keywordseo="varun-berry" source="Orion">Varun Berry</keyword>, Managing Director, <keyword id="732546" type="General" weightage="20" keywordseo="britannia-industries-limited" source="Orion">Britannia Industries Limited</keyword> said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how our own day is panning out. This universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about spreading happiness. Today the brand has undergone its biggest makeover to date, to reflect the diverse smiles of India. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day, which has ensured the continued success of the brand in both urban and rural India”. The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. Starting at Rs 5, the new Good Day packs are already available across markets across all the standard price points in various pack sizes.

Britannia Good Day reveals its new identity inspired by 'the rich and varied smiles of India'

<ul><li><keyword id="6359432" type="DOMAIN" weightage="20" keywordseo="britannia">Britannia</keyword>'s essentials products such as biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy whitener will be sourced by <keyword id="3275685" type="PERSON" weightage="20" keywordseo="dunzo">Dunzo</keyword> from its distribution centers.</li><li>Earlier two FMCG makers - ITC Foods and Marico - had announced such partnerships to get their products delivered at consumer's doorsteps by using the service of app-based aggregators.</li></ul>FMCG major <keyword id="146218" type="COMPANY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> on Tuesday said it has partnered with Dunzo, an on-demand e-commerce platform, to deliver its range of products during the nationwide lockdown. Customers can get Britannia products at their doorsteps through the Dunzo app in less than an hour of ordering from the 'Britannia Essentials' store. The first store in Bengaluru will be operational from Tuesday onwards and would be extended to other cities such as Mumbai, Pune, Delhi, Gurgaon, Jaipur, Hyderabad and Chennai, a joint statement said. "During this unprecedented time, it is critical for us to maintain a continuous supply of our products which are daily staples in millions of Indian households. With a significant rise in demand for at-home delivery, we are happy to leverage Dunzo's innovative and most advanced technology platform, to enable seamless delivery of products every day," Britannia Industries Managing Director <keyword id="459296" type="PERSON" weightage="20" keywordseo="Varun-Berry">Varun Berry</keyword> said. Britannia's essentials products such as biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy whitener will be sourced by Dunzo from its distribution centers. "Across the country, there is a demand for essentials and in these extraordinary times, companies need to rise to the occasion. We at Dunzo are committed to helping our cities fight the COVID-19 pandemic," Dunzo CEO and Co-Founder Kabeer Biswas said. Earlier two FMCG makers - ITC Foods and Marico - had announced such partnerships to get their products delivered at consumer's doorsteps by using the service of app-based aggregators. ITC Foods has announced partnership with Dominio's Pizaa and launched "Domino's Essentials" to deliver groceries and packaged foods to customers during the lockdown period. Marico has partnered online food ordering platform Swiggy and <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> to deliver essential food items to consumers. Under this partnership, Swiggy and Zomato would deliver essential food items under the Marico portfolio which includes Saffola Oils, Saffola Plain Oats, Saffola Masala Oats and Coco Soul Virgin coconut oil, from their homes. India is presently going through an unprecedented complete lockdown of three weeks, ending on April 14, to prevent the spread of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword>. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/zomato-and-swiggy-both-get-raise-funds-but-swiggy-leads-with-a-higher-valuation/articleshow/75008445.cms" data-type="tilCustomLink">Zomato and Swiggy both raise funds – but Swiggy leads with a higher valuation</a>

Britannia started home delivery of biscuits, cakes, rusk, croissants, milkshakes, wafers, ghee and dairy products

<a href="http://www.businessinsider.in/gst-to-be-rolled-out-by-july-1-this-is-how-it-will-be-different-from-uk-canada-other-countries/articleshow/57392589.cms">July</a> onwards, you might feel that the typical glucose biscuit that you relish with your cup of tea has gone lighter; and you’d have nothing but goods and <keyword id="645517" type="COMPANY" weightage="100" keywordseo="services-tax">services tax</keyword> (<a href="http://www.businessinsider.in/finally-gst-confirmed-for-julyrollout/articleshow/57465694.cms">GST</a>) to blame for that. 
 Earlier, <keyword id="1451240" type="UNKNOWN" weightage="100" keywordseo="Glucose-biscuits">glucose biscuits</keyword> used to be taxed differently than the cream or oat biscuits, but <keyword id="6354679" type="ORGANIZATION" weightage="100" keywordseo="GST">GST</keyword> has mandated them all to be taxed similarly. This has forced the biscuit manufacturers to cut corners, so that the customers don’t bear the burden of increased costs. 
 
Also read: <a href="http://www.businessinsider.in/GST-rate-slabs-are-set-Heres-what-is-getting-expensive-and-cheaper/articleshow/55226810.cms">GST rate slabs are set. Here’s what is getting expensive and cheaper</a> 
 "This category is absolutely price sensitive... we won't be able to pass on any increase in cost to consumers," Haresh Doshi, president of <keyword id="4266538" type="UNKNOWN" weightage="100" keywordseo="biscuit-manufacturers-welfare-association">Biscuit Manufacturers Welfare Association</keyword>, told ET. 
 
Meanwhile, the association has filed a petition with the Goods and Services Tax Council, requesting it to keep biscuits that cost less than Rs 100 a kg in the zero-tax bracket. 
 
Also read: <a href="http://www.businessinsider.in/britannia-amul-dabur-to-raise-prices-or-cut-quantities-in-packaged-products-heres-why/articleshow/57371088.cms">Britannia, Amul, Dabur to raise prices or cut quantities in packaged products. Here’s why</a> 
 
As of now, low-priced biscuits are exempted from central excise but have to pay <a href="http://www.businessinsider.in/Budget-2017-here-are-vat-rates-of-india-china-uk-germany-and-brazil-find-out-which-country-has-the-highest-rate/articleshow/56759073.cms">VAT in states</a>. 
 
"Dry fruit cookies and oatmeal cannot be taxed on a par with low-priced biscuits," Doshi said. 
 
He added that even though there has been a surge in the input costs, prices in this segment have never gone up substantially. While glucose biscuits retailed at Rs 40 per kg in 1996, they sell at Rs 70 per kg twenty years later. 
 
(Image source: ThatScoop)

Glucose biscuits set to go lighter, all thanks to GST

<ul><li>Since the listing, the stock has fallen nearly 32% and wiped out over 1,000 crore of investor wealth until today. </li><li>Analysts say despite the correction so far the stock is still overpriced, and there is still some room left for correction. </li><li>The <a href="https://www.businessinsider.in/stock-market/news/mrs-bectors-food-ipo-investors-saw-their-money-double-on-listing-day/articleshow/79934860.cms">$73 million IPO of the biscuit and bakery products maker was a hit⁠ </a>— subscribed over 198 times; it was the top IPO by subscription in 2020.</li><li>According to Axis Securities, the company holds a mere 1% of the market share in the branded biscuit segment, whereas its other listed peer Britannia has about 28% share of the pie. </li></ul>The Mrs Bectors IPO investors who cheered the whopping 74% gains on the listing are now in a dilemma of what to do with their stock. Since the listing, the stock has fallen nearly 32% — and wiped out over ₹1,000 crore of investor wealth, till today. Business Insider asked a couple of analysts questions to the same effect. Analysts say despite the correction so far the stock is still overpriced, and there is still some room left for correction. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Stock </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Post listing peak </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Current price </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Fall from peak </td></tr><tr><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mrs Bector's Food </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹624 </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹401 </td><td style="border-left:solid #000000 0.9907650000000001pt;border-right:solid #000000 0.9907650000000001pt;border-bottom:solid #000000 0.9907650000000001pt;border-top:solid #000000 0.9907650000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">32% </td></tr></tbody></table> What led to a 32% fall? The <a href="https://www.businessinsider.in/stock-market/news/mrs-bectors-food-ipo-investors-saw-their-money-double-on-listing-day/articleshow/79934860.cms">$73 million IPO</a> of the biscuit and bakery products maker was a hit⁠ — subscribed over 198 times; it was the top IPO by subscription in 2020. An analyst of a top broking firm who didn’t want to be named because of compliance reasons said they asked their clients to subscribe because the shares at the time of issue were priced at “20-30% discount to its peers.” <div type="image" title="Mrs Bectors (1)" msid="80430924" hostid="261"></div> But on listing day, the IPO <a href="https://www.businessinsider.in/stock-market/news/mrs-bectors-food-ipo-investors-saw-their-money-double-on-listing-day/articleshow/79934860.cms">nearly doubled the investor wealth</a> and started trading at a premium valuation compared to much larger industry leaders such as Britannia Industries. Keshav Lahoti, the equity strategist at Angel Broking, told Business Insider that the euphoria which took it to the level above Britannia “was not sustainable.” "Mrs Bector's correcting post listings is in line with our expectation. We think there is still some room left for correction," said Lahoti. According to the Axis Securities IPO note released in December, the company holds mere 1% of the market share in the branded biscuit segment, whereas its other listed peer Britannia has about 28% share of the pie. <div type="image" title="Market share bectors (2)" msid="80430872" hostid="261"></div> Kranthi Bathini, the equity strategist at WealthMills Securities, said he also expects some more "softness" in the share price. "If I can predict, another 10-15% downside is still left," he added. According to Bathini, it's just not Mrs Bectors nearly all the IPO saw "exuberance" during their listing and fell by a thud due to "profit booking." "All of the recent listings if you see including Burger King, Happiest Minds all of them are listing at a great premium and then we are witnessing profit booking leading to some amount of softening of the stock price and similar scenario has been with Mrs Bectors share price," Bathini said. Hold positions or buy stocks? According to analysts, It is not the right time to jump in to buy stocks. Lahoti advised investors to “make a fresh position in the stock only once the stock price consolidates, and don’t jump in the stock when it is in correction mode.” Bathini reckoned the same thoughts and said the investor should wait for 10-15% more correction and then enter the stock in a “staggered” manner. “There is ample headroom for the food industry to emerge in India — the prospects look good but investors need to enter these kinds of stocks in a very staggered manner. They should enter at gibs and they should make portfolios for these kinds of stocks,” he added. According to analysts, the current investors should hold the positions, and these are key guidance that may trigger the stock in the near future: <ul><li>Upcoming quarterly results will be a key factor. </li><li>Business expansion plans</li><li>Increasing market share </li></ul>SEE ALSO: <a href="https://www.businessinsider.in/budget/news/do-not-panic-when-finance-minister-nirmala-sitharaman-reads-out-the-revised-estimates/articleshow/80400869.cms" data-type="tilCustomLink">Do not panic when Finance Minister Nirmala Sitharaman reads out the revised estimates</a> <a href="https://www.businessinsider.in/news/a-scary-proposal-to-use-facial-recognition-and-ai-by-an-indian-state-has-experts-fuming/articleshow/80421935.cms" data-type="tilCustomLink">A scary proposal to use facial recognition and AI by an Indian state has experts fuming</a><a href="https://www.businessinsider.in/news/a-scary-proposal-to-use-facial-recognition-and-ai-by-an-indian-state-has-experts-fuming/articleshow/80421935.cms" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/news/a-scary-proposal-to-use-facial-recognition-and-ai-by-an-indian-state-has-experts-fuming/articleshow/80421935.cms" data-type="tilCustomLink"></a>

Mrs Bectors shares are down 32% from the peak post listing — analysts say it is still 'overpriced'

This is a brand that is common to more than 40% of <keyword id="3658" type="COUNTRY" weightage="80" keywordseo="India">India</keyword>n households. They have given us products like breads, delicious biscuits and savoury cheeses. India is a great market for <keyword id="6359432" type="PERSON" weightage="40" keywordseo="Britannia">Britannia</keyword> where products from the major reaches more than 35 lakh retail outlets across the country. 
 To amplify there reach further they have opened a highly automated <keyword id="6362048" type="ORGANIZATION" weightage="80" keywordseo="Manufacturing">manufacturing</keyword> unit in Gujrat that will cater to bakery products. The unit was set up with an investment of 75-100 crores and will help the company increase their share in states like Maharashtra and <keyword id="6355554" type="COMPANY" weightage="40" keywordseo="Madhya-Pradesh">Madhya Pradesh</keyword>, apart from Gujarat itself. 
 Britannia already has manufacturing units in <keyword id="30033" type="COMPANY" weightage="40" keywordseo="Bihar">Bihar</keyword>, Orrisa and Tamil Nadu. With the addition of the Gujarat factory, the company can easily reach West Indian states and save on transportation and allied costs.

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Mrs Bectors shares are down 32% from the peak post listing — analysts say it is still 'overpriced'

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