In the early 2000s, Britannia and Parle held, between them over 82% of the market in value terms.

But between 2003-05, ITC was able to add a staggering 1.2 million retail outlets to its FMCG network, the largest by any company in India.

Within 3 years, ITC got an 8% market share of the overall biscuit market.

Today's episode is a battle of biscuits: Britannia vs ITC.

Tune into this episode, as our hosts Anupam and Ambi discuss how ITC entered the Indian biscuit market, its aggressive play and how they managed to break into Britannia's stronghold: the upper and middle class homes

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