ITC is no longer pursuing its aggressive discounting strategy in glucose
biscuits and is focusing on profitability, as losses mount in other new
personal-care categories. ITC gained 8% market share by 2007 by
aggressively driving glucose biscuits, with price discounts and consumer
promotions. This put a lot of pressure on Britannia, which was also
forced to keep prices low and take a hit on margins. With the shift in
ITC’s strategy, Britannia is no longer under pricing pressure to maintain
market share. This will further help the company maintain growth at the
industry growth rate.
| NIFTY 
