Britannia expects half of its sales from rural markets in next 3-4 years: Varun Berry

Britannia aims for half its domestic sales from rural markets in 3–4 years, up from 40% now, said Vice Chairman & MD Varun Berry. The company is expanding direct distribution to small villages for steady product availability. Rural sales are outpacing urban, where consumption faces cost pressures. Britannia directly covers 3 million outlets, adding 1 lakh annually.