Milk Bikis has ‘good day’ in TN, accounts for 80 per cent sales

Shere talks about the importance of TN as a market, where the Rs 700 cr brand owns the lion’s share of the milk biscuits category. 

Milk Bikis is the market leader in the ‘milk biscuits’ category and is the largest biscuit brand in TN. The brand commands a national market share of 60 per cent and over 90 per cent in this state. It is a Rs 700 cr brand which constitutes 2.7 pc of all biscuits sold in India. As many as 2.8 million packs of Milk Bikis are sold every day and the brand reaches 6 lakh retail outlets every month, with an annual household penetration of a whopping 90 pc in the state, reaching 38 pc of the households in TN every month.

TN features among the top 5 states for our brands in Britannia. Over the past 40 years, it has grown in volume. Almost 80% of the business for Milk Bikis comes solely from TN. Reasons for high consumption of a milk-based biscuit can be traced back to the period when TN was a milk-deficient state and the consumption pattern hasn’t changed even today. In recent years, the milk biscuit category especially in TN has seen a lot of action. With new players entering the category, it will only help in growing the market.

The growth of digital media is significant and it’s a medium which now reaches a big chunk of consumers. We kick-started the digital journey with an exclusive Tamil Nadu-centric consumer initiative – the Anubhavangal/Experiences campaign. We created a forum where consumers could come together to share their stories and memories of the biscuit brand. Celebrities and social media influencers like Ravichandran Ashwin were roped in to share their memories with fans, which helped drive a good number of conversations around the campaign. Besides bringing alive the brand love, the campaign has delivered a fantastic business growth of 15% in volume.