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In a significant ruling, the Delhi High Court has issued an ex parte injunction in favour of Britannia Industries, in a trademark infringement case against Desi Bites Snack. The court has restrained Desi Bites from using the trademark 'GOOD DAY', which Britannia has held since 1986, for products like soan papdi and papad. 

Britannia, the renowned FMCG company, argued that its 'GOOD DAY' brand has become synonymous with quality in the bakery and confectionery sector, having gained substantial goodwill and recognition in the Indian market over the years. With annual sales exceeding Rs 16,000 crore and a presence in 4.2 million retail outlets across India, Britannia’s legal team contended that Desi Bites’ use of the identical mark was a deliberate attempt to exploit the goodwill associated with the brand.

The company claimed that Desi Bites’ use of the 'GOOD DAY' mark amounted to both trademark infringement and passing off, which could confuse consumers and falsely suggest an association or endorsement by Britannia. They argued that the defendant's actions would harm the brand’s image, and that monetary compensation alone would not adequately address the damage to its trademark.

Desi Bites, despite being served legal notices, did not appear in court, leaving the matter to be decided based on Britannia’s submissions. Justice Mini Pushkarna, presiding over the case, acknowledged the extensive goodwill associated with Britannia’s trademark and observed that the use of an identical mark by Desi Bites could mislead consumers and cause irreparable harm to Britannia’s brand.

The court granted Britannia an ex parte ad interim injunction, directing that Desi Bites and its associates cease using the 'GOOD DAY' mark or any similar variations. Additionally, the court ordered the removal of infringing products from e-commerce platforms and clarified that Desi Bites could continue to sell their products, provided they refrain from using the 'GOOD DAY' trademark.

The ruling reinforces the importance of protecting established trademarks and underscores the potential harm of unauthorized use of well-known brand names in the market.

Delhi HC rules in favour of Britannia in trademark infringement case

Agro Tech Foods, backed by private equity firm Samara Capital, is set to acquire Del Monte Foods Pvt Ltd in a share swap transaction valued at over Rs 1,300 crore. The deal involves Agro Tech issuing 1.33 crore new shares at Rs 975.5 per share to Del Monte Foods' current stakeholders, that is Bharti Enterprises and Del Monte Pacific, as consideration for their holdings.

Following the acquisition, Del Monte Foods will become a wholly-owned subsidiary of Agro Tech. Bharti Enterprises will emerge as the second-largest shareholder in Agro Tech, holding approximately 21% of the company once the deal is finalized.

Additionally, Agro Tech, through Del Monte Foods, will secure an exclusive, perpetual license for the Del Monte brand in India, expanding its market presence.

This strategic acquisition marks Agro Tech's push to broaden its portfolio in the processed foods sector. Known for brands like Sundrop and Act II, Agro Tech plans to leverage Del Monte’s established product line to cater to a broader range of customers, including both retail and institutional clients such as quick-service restaurants and airlines.

The deal is subject to regulatory approvals, including clearance from the Competition Commission of India, and is expected to close within nine months.

Prior to this, Del Monte Pacific Ltd, based in Singapore, acquired a 40.1% stake in FieldFresh for $20.8 million in 2007, steering the joint venture towards processed foods. This move led to the introduction of a variety of products in India, including fruit juices, ketchup, olive oil, pasta, mayonnaise and canned fruits. 

In 2021, the company underwent a rebranding and became Del Monte Foods Pvt Ltd.

Agro Tech Foods to acquire Del Monte Foods in Rs 1,300 crore share swap deal

Britannia Industries' profit declined by 9.3 percent in the second quarter (July and September) of fiscal year 2025. The bread-to-biscuit conglomerate reported a consolidated net profit of Rs 531.55 crore during Q2 FY25 compared to Rs 586.50 crore in the corresponding quarter last fiscal. 

In H1 (April- September) FY 25, Britannia's profit was reduced to Rs 1,036 crore from Rs 1,041.95 crore in the same period in FY 24.

The company's total income saw a marginal rise in Q2. As per the stock exchange filing, Britannia's total income between July and September FY 25 stood at 4,713.57 crore compared to Rs 4,485.23 crore in the same period last fiscal.

<a href="https://www.storyboard18.com/advertising/emamis-ad-spend-drops-35-45-in-q2-net-profit-rises-30-8-46829.htm">Emami’s ad spend drops 35.45% in Q2, net profit rises 30.8%</a>

On a standalone basis, Britannia's net profit reduced by nearly 10 percent to Rs 514.41 crore in Q2 FY 25. The revenue from operations surged to Rs 4,500.84 crore compared to Rs 4,288.85 crore in the corresponding quarter last fiscal.


Commenting on the performance, Britannia's Managing Director Varun Berry said, "We are committed to investing in capability enhancement and brand development with the clear objective of driving market share and sustaining profits".

	
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Berry said the company is working on its distribution strategy to optimize range distribution and improve outlet servicing.

Separately, the multinational food products company nominated Jehangir Nusli Wadia as an Additional Non-Executive Non-Independent Director, with effect from 11 November.

Wadia, 51, is a Master in Science from the Warwick University in England. He completed his initial schooling at Lawrence School, Sanawar, and subsequently attended Millfield, a boarding school in England.

Britannia's profit declines by 10% in Q2 FY 25; 'Committed to investing in brand dev,' says MD Varun Berry

VRB Consumer Products has forayed into the category of popular Chinese, pan-Asian sauces and dressings with the launch of its new brand WokTok, powered by Veeba. The company has introduced a line-up of five instant cup noodles under the brand along with some sauces. "We are launching WokTok majorly targeting two groups. Firstly, the mothers of children between the age bracket of 10-16 years and secondly, young adults, who are also the largest consumers. Young adults in the age group of 18-35, who are living in alone in hostels or PGs," Viraj Bhal told StoryBoard18.

Edited excerpts from the interview with Viraj Bahl, Founder and Managing Director of VRB Consumer Products:

Q. What distribution channel are you eyeing for the launch of new brand WokTok?

70% of our revenue comes from general trade, 21-22% comes from modern trade and the remaining 6-8% comes from ecomm. The new brand WokTok will primarily focus on general trade, ecommerce and quick commerce to begin with and we will then get into modern trade. Ecommerce and Quick are the main entry point for the launch of new brand.

Q. What are plans for festive season? How much are you planning to spend on advertising and marketing?

For us, festive season is business as usual. We are not into gift hampers, if some retailer puts in our product in some hamper, that different. We are planning to spend over Rs 40-50 crore on the marketing brand WokTok alone by next year. For Veeba, we have not yet finalized the ad budgets, that will be clear in next two months or so.

Q. How much revenue are you expecting from the new brand by FY26?

Honestly, we are not expecting any revenue. We are not putting any revenue pressure on WokTok as our main brand Veeba and another brand Tasty Pixel are both doing well for VRB. So, we don't need to put pressure. As of now, we want to build it properly and don't want to take any shortcuts for faster growth.

If I need to put a number, by FY27, we would expect WokTok to be 8-9% of VRB's overall revenue.

FMCG had a tough 18 months. Thus, as an organization, we have not taken any revenue targets for FY25 but our aim is to grow 5% more than the market. If the markets grows at 10%, we should do 15% or if the market does 8%, we should do 13%. Our company's philosophy on revenue and growth is simply 5 years targets. For instance, 2018-23 and 2020-25, any five years of growth should be 25%, which includes bad years as well.

Q. Which product lines bring you the major chunk of the revenue? 

Mayonnaise and ketchups brings us our major chunk of the revenue. But in percentage terms, it would be 10-15% because we have about 80 SKUs.

Q. Tell us about your advertising and marketing strategy?

We are into every channel of advertising, be it TV, print, outdoor, among others. In fact, last year we were the presenting partners for MasterChef India, it is a very big property for us. Roughly, we spend 50% of our advertising budget towards TV, 30% for online and 20% for print.

Q. Tier-1 or metro cities market versus the smaller cities, what market works best for you?

Metros works the best for us. If I had to put a split, I would say, top 50 towns brings us 50% of the revenue while the bottom 700 town bring us the rest 50% of the revenue.

WokTok to generate 8-9% of VRB's overall revenue by FY27, says Veeba's Viraj Bahl

Kolkata-based FMCG major Emami anticipates a substantial increase in sales through quick commerce channels, projecting growth of four to five times over the next two years, according to Vice Chairman and Managing Director Harsha V Agarwal. As per a PTI report, the company is also exploring acquisition opportunities within the direct-to-consumer (D2C) space, particularly in sectors such as nutrition, pet care and health foods. 

Agarwal said that Emami remains optimistic about strong sales during the upcoming festive period, including in rural markets that have previously underperformed.

Recently, the company has completed the acquisition of the remaining 49.6% stake in Helios Lifestyle, the parent company of the men's grooming brand 'The Man Company'. Additionally, it has acquired 26% stake in Axiom Ayurveda, marking its entry into the packaged juice sector, and has increased its investment in Cannis Lupus, a manufacturer of pet care products. "We have been very aggressive in the acquisition and even going forward, we are looking for acquisitions, be it full acquisitions or partnering with D2C companies in their growth journey and grow together," Agarwal told PTI.

As per the company's most recent annual report, Emami indicated that 45% of its revenue in FY24 was generated from acquired brands, while non-seasonal brands accounted for 56% of total sales. For the financial year ending in March 2024, Emami reported operational revenue of Rs 3,578 crore.

While discussing quick commerce, Agarwal noted that FMCG companies are experiencing extremely rapid growth in this channel. "We also anticipate a four to five-fold increase in our quick commerce segment over the next two years," he stated, emphasising that this rapid expansion is driven by the convenience and flexibility it offers to consumers.

Emami anticipates 4-5x sales growth through quick commerce in 2 years

In a major boost to the Aatmanirbhar Bharat drive, local brands are disrupting the dominance of established players in the food and beverages sector.

According to a report by Deloitte, in collaboration with FICCI, Indian consumers are gravitating towards locally produced, culturally relevant, and traditional food items in the past year.

Research has discovered that 45 percent of Indian consumers prefer purchasing local brands over global ones for food and beverage products.

Additionally, Indian consumer behavior has also transformed in purchasing beauty and personal care products in recent years.

Over the last year, 45 percent of urban consumers have shifted to value-for-money brands or looked for alternate options to manage expenses in the F&B category. 

According to the “SPURring growth in  FMCG" report by Deloitte, urban consumers prefer products with natural ingredients, non-toxic products, and ethically sourced, organic, and eco-friendly packaging.Further, the report noted that herbal products have experienced a steady growth in the recent years. An increasing trend for products that feature natural and ayurvedic ingredients such as neem, tulsi, etc elements has gained trend.


"The Indian FMCG industry has always been a key driver for economic growth, significantly contributing to job creation, and the industry will play an important role in achieving India’s vision of Viksit Bharat. The rise of ‘Many Indias’ with a growing aspirational urban and middle class, the government’s proactive efforts to control inflation, and the augmenting of infrastructure, especially in the rural areas, has further accelerated the growth. Within the FMCG industry, health and wellness is an emerging trend, with Self-care and preventive health are gaining popularity among consumers," Manish Anandani, Managing Director – India, Kenvue said.

The report noted that GenAI is also rapidly reshaping the FMCG landscape. Companies are deploying AI to forecast demand with precision and personalize consumer engagement at scale. Additionally, influencer marketing has evolved into a critical driver of product discovery and consumer trust. 

According to Harsha Vardhan Agarwal, senior vice president of FICCI, "Indian consumers are evolving – they are digitally savvy, more informed, willing to experiment and explore. We see a rising demand for clean-label, toxin-free, and sustainable products. Consumers are willing to trade up and pay a premium".

Notably, Fast-Moving Consumer Goods (FMCG) industry, is the fourth largest sector in the Indian economy. In 2023, the FMCG market was valued at US$144 billion, contributing around 3 percent to the GDP. 

Local brands thrive amid Aatmanirbhar Bharat push; 45% of consumers prefer homegrown F&B products

The rural demand in India has experienced a remarkable transformation, shifting from a period of relative stagnation to becoming a pivotal driver of economic growth. For FMCG companies, this shift signifies a tremendous opportunity to expand their reach and influence. The Reserve Bank of India's latest bulletin highlights a notable increase in rural spending, particularly in non-food items, indicating a change in personal spending habits that now favor rural areas. 

This is a crucial development, as it highlights the untapped potential of rural markets in India. Rural demand for everyday goods has surpassed urban demand for the first time in two years, with rural FMCG sales growing by 7.6% in the previous quarter compared to 5.7% in urban areas. This surge which is driven by robust demand for home and personal care products underscores the necessity for FMCG companies to prioritize rural markets in their planning. Embracing this shift not only opens new revenue streams but also strengthens the overall market presence and resilience of FMCG brands in India.

To sustain this growth momentum and expand nationwide, FMCG companies must deepen their market penetration by tapping into rural markets. In my view, three key factors are driving this growth: infrastructure development, electrification of rural India, and the success of Digital India, and direct distribution and engagement strategies. Improved infrastructure enhances accessibility and connectivity, significantly reducing travel time for both residents and industries. 

This progress enables FMCG companies to connect more efficiently with their distribution channels, further fueling rural demand growth. 
Additionally, increased rural electrification enhances the accessibility and penetration of FMCG products, opening avenues for products that rely on electricity, such as liquid vaporizers. As more households gain access to electricity, consumers are increasingly motivated to invest in products that enhance their health and well-being.

Initiatives such as Digital India have empowered rural consumers by providing greater access to information. This increased awareness about available products enables consumers to make more informed purchasing decisions, driving their aspirations to improve their lifestyles. The combination of electrification and digital connectivity plays a crucial role in transforming rural markets and boosting demand for various consumer goods. Adapting to the evolving landscape is essential to effectively reach and engage with rural consumers.

Outreach programmes have to be extensive as rural India is opening up. For example, Godrej Consumer Products have identified that ‘Kirana’ stores have traditionally been the backbone of FMCG distribution in rural areas. To further amplify our reach, we are championing rural outreach program engaging 300,000 outlets across rural India. This program emphasizes direct distribution, delivering products like hair care items and liquid vaporizers door-to-door. 

Additionally, this will also incentivize consumers by offering discounts on our products, which in turn boosts brand acceptance and enhances rural engagement. Products like Godrej Expert Rich Crème and Godrej aer have also started establishing a base in these markets. To further accelerate this growth, we plan to double our outlet coverage and triple our village coverage, ensuring that more consumers have access to our products and can benefit from the convenience and savings offered by our direct distribution initiatives.

FMCG companies must continually evolve by observing, learning, and adapting to new rural strategies. The heart of India lies in these rural areas, making it crucial for FMCG companies to address their evolving needs. By staying attuned to the changing dynamics and continuously refining their approaches, companies can effectively tap into the growing potential of rural markets and drive sustained growth. The future of FMCG growth in India is deeply intertwined with the prosperity and development of its rural markets, and it is imperative that we continue to innovate and invest in these areas to achieve long-term success.

As we look ahead, the opportunities in rural India are vast and varied. The FMCG sector must embrace these opportunities by developing products and strategies tailored to the unique needs and preferences of rural consumers. By doing so, companies can not only drive growth but also contribute to the overall development and well-being of rural communities. The key to success lies in understanding the nuances of rural markets and building strong, lasting relationships with consumers. By fostering trust and delivering value, FMCG companies can ensure their place in the rapidly evolving landscape of rural India.

Amit Jain is the National Sales Head at Godrej Consumer Products Limited. Views expressed are personal.

Unlocking rural riches: How FMCG brands can win in the hinterlands

Mumbai-based homegrown foods company Parag Milk Foods Ltd has reportedly floated an RFP (Request for Proposal) for its media planning and buying account. The account size is approximately between Rs125 crore and  Rs 140 crore, industry sources told Storyboard18.  


This RFP is for ATL marketing only and does not include digital buying or selling. 


Parag has had multiple agencies on board in the past. Some of them include the likes of GroupM’s m/SIX, Gozoop, Carat, Scion, J Walter Thompson India (now VML India) and others. 


Overall, Parag Milk Foods Ltd has been witnessing strong growth. Quarterly net profit for the brand stood at Rs. 34.17 crore in December 2023 up from Rs. 9.26 crore in December 2022. Their EBITDA stood at Rs. 68.65 crore in December 2023 up from Rs. 38.04 crore in December 2022.


The net sales also saw growth. It grew from Rs. 735.89 crore in December 2022 to Rs 800.84 crore in December 2023.


Last year,Parag Milk Foods gathered a lot of attention with the company's shares seeing significant gains. Between last year and now the stock has seen over 120 percent gains. 


The company has also seen some top level hirings in the recent past. This includes the appointment of ex Amul and ex Lactalis India executive, Rahul Kumar Srivastava as the chief operating officer (COO) and a former Reliance Brands executive Sumit Jain as President of Finance. 


Parag’s milk products have a global presence as the brand is present across multiple countries like the USA, Philippines, Mauritius, Australia, Korea, China and Singapore. 

EXCLUSIVE: Parag Milk Food’s Rs 125-140 crore media business up for grabs?

The advertising industry in the country clocked 8.6 percent growth in 2023, reaching a market size of Rs 93,166 crore and the FMCG (fast moving consumer goods) category held the largest share as contributors. According to a recent dentsu report, the category saw a 34 percent growth contributing Rs 31,428 crore to the total AdEx of the year. 

This was followed by e-commerce contributing 14 percent at Rs 12,803 crore spends, consumer durables at 6 percent with Rs5,540 crore as spends and automotive at Rs 5,223 crore spends contributing also contributing 6 percent to the AdEx.  “Historically, approximately one-third of the annual spends in the Indian advertising industry has been attributed to the FMCG category. In 2023, FMCG category witnessed an ad spends growth of 22.6 percent over 2022.

During the same timeframe, notable expansion was observed in the travel and tourism sector, recording a growth of 73.4 percent over 2022, followed by government advertisements with a 62.2 percent increase, and real estate experiencing a growth of 41.7 percent over 2022,” said the report.The travel and tourism category has seen a huge increase in the post pandemic era.

In fact, the sector has seen the highest growth. According to the report, this surge can be attributed to the expanding urbanization and the increasing income of the middle-class, resulting in a growing demand for multi-modal transportation services as travellers gradually return to their pre-pandemic travel routines. 

“To bolster inbound tourism, the government launched the ‘Visit India 2023’ campaign and provided unprecedented support for promoting sustainable tourism. Additionally, there has been a focus on technological advancements to develop and transform the air, road, rail, and waterways sectors, aiming for more efficient, faster, and safer modes of transportation,” the report said. 

Another category witnessing rapid growth in advertising spends is the Government and social organisations, especially in the wake of Assembly and General elections. In 2023, Government advertising spends have grown by 62.2 percent over 2022. Similarly, the housing and real estate segments are undergoing remarkable growth. 

The sector has seen unprecedented expansion due to the rapid growth of the middle-class population, urbanisation, and increased transparency through government incentives and policies. As per the report, advertising spends in real estate grew by 41.7 percent in 2023 compared to 2022.

FMCG stood out as highest spender in 2023 with Rs 31,428 crore ad spends: Reports

﻿Sudhir Sitapati joined the homegrown FMCG giant Godrej Consumer Products as MD and CEO last year when the world was beginning to open up in a post-pandemic era. 

In a candid interview with Storyboard18's editor Delshad Irani, Sitapati tells us how he articulated his vision for GCPL and his approach towards marketing and brand building. Sitapati also shares how Godrej is democratising categories, his advice for young marketers and leaders, and what he thinks is the secret to creating brands and businesses that are built to last.﻿

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