Britannia Industries has entered the packaged Indian bread category with the introduction of whole wheat ‘kulchas’, according to company sources. Admitting that it has been a late entrant to the packaged kulcha category, sources close to the development said that it “needed a strong hook” to enter a segment already well-penetrated by other key Delhi bread brands. The Kulcha is a leavened flat Indian bread, normally made using flour or maida even at home. Britannia set up its first-ever factory in India in 1954 to manufacture packaged branded bread. “Consumer and market studies by Britannia indicate that this increase has three pivots: higher pleasure (for consumers), better-health and increased convenience,” the company sources said.

Source: The Hindu August 28, 2016 17:03 UTC