Project Musafir; Britannia Industries Limited

Abstract

Project Musafir is a key project in Britannia Breads Innovation funnel. This project aims to study & understand the eating habits of the "Urban Poor". It is based on observation of the market that in cities, amongst lower SEC's, there is large Consumption of "Bread based Food Products that happens "on the go" i.e. outside home. For this category of consumer - Bread is Food instead of a snack or an accompaniment. Project Musafir will understand this consumer and evaluate the needs states - when & why these consumers need the food they are eating and hence what they are doing currently to fulfill that need - what are they currently eating - bread based & non bread based. Based on these observations it will be tried to derive the needs that can be addressed by Britannia and what are the products that add value to these needs states. This project is very critical to Britannia as it will bring Britannia closest to "providing food". The project will culminate in developing an initial mix for the project.