Britannia Industries is sharpening its digital strategy, positioning e-commerce and quick-commerce as key growth drivers within its premium and impulse-led portfolio, as per Reuters report.
Britannia Industries is increasing its focus on online and rapid-delivery platforms to capture rising demand for convenience purchases.
Chief Commercial Officer Vipin Kataria said the quick-commerce channel currently accounts for high-single-digit percentage sales in the “indulgence and impulse” segment, which includes cakes, croissants and wafers.
He added that the share of this channel in the segment is projected to move into the high teens range by FY27.
Online delivery platforms generated 3 times higher sales contribution in cakes, rusks, croissants and wafers during the December quarter compared with the company’s core biscuits portfolio. Management indicated that e-commerce will now be treated as a dedicated business unit to drive focused expansion.
CEO Rakshit Hargave said the company plans to introduce additional digital-first brands to strengthen quick-commerce performance, describing the channel as margin accretive. He also noted that higher investments will be directed toward the quick-commerce business.
Hargave said an omnichannel strategy, competitive pricing and stepped-up investments would underpin future growth.
As of February 12, 2026, at 12:51 PM, Britannia Industries share price is trading at ₹6,123, a 1.23% increase from the previous closing price.
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With digital channels gaining traction in premium food categories, Britannia Industries is scaling its quick-commerce and e-commerce presence to drive higher-margin growth through FY27.
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Published on: Feb 12, 2026, 2:15 PM IST
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