A Study On Competitive Advantage Of Britania Biscuits Over Sun Feast With Reference To Vell Biscuits Pvt Ltd.,

• Author(s):

  PUNITHA P | PRADHAP B | Dr. N. Indumath

• Keywords:

  Brand Loyalty, Competitive Advantage, Consumer Satisfaction, Contract Manufacturing, FMCG Supply Chain, Market Positioning.

• Abstract:

  This Paper Evaluates The Competitive Dynamics Of The Indian Biscuit Industry, Comparing The Market Leader, Britannia Industries, With Its Major Challenger, ITC Limited’s Sunfeast Brand. The Empirical Investigation Is Anchored In Vell Biscuits Private Limited (Thirubuvanai, Puducherry), A Key Contract Manufacturing Unit That Dedicates Its Full Production Capacity To ITC's Biscuit Lines. Utilizing A Descriptive Research Design, Primary Quantitative Data Was Gathered From 150/156 Respondents Across The Local Consumer Ecosystem Using Structured Questionnaires. The Empirical Framework Subjects Consumer Evaluations Across 21 Product, Marketing, And Logistical Parameters To Percentage Analysis, Chi-Square Test Of Independence, And Weighted Average Score Analysis Aggregated Into Four Strategic Pillars. The Statistical Results Reveal A Highly Significant Association (\chi^2 = 83.537, Df = 16, P < 0.001) Between Consumer Satisfaction Ratings, Demonstrating That Brand Perceptions Are Dynamically Benchmarked Against Each Other Rather Than Evaluated In Isolation. The Weighted Average Score Matrix Confirms That Britannia Maintains A Consistent Competitive Advantage Across All 21 Parameters, Achieving Its Most Substantial Margins In Distribution Channel Availability, Supply Chain Regularity, And Pricing Satisfaction. Conversely, Sunfeast Demonstrates Notable Strength And Market-share Expansion Through High-end Product Innovation, Attractive Packaging, And Premium Flavor Variants. Strategic Recommendations Are Provided For Britannia To Accelerate Its Premium Innovation Cycle, For Sunfeast To Consolidate Mass-market Quality Consistency, And For Vell Biscuits To Align Manufacturing Logistics With Regional Demand Variations.

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Other Details

• Paper id:

  IJSARTV12I6105635

• Published in:

  Volume: 12 Issue: 6 June 2026

• Publication Date:

  2026-06-09

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