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An article from 2014, when Mr. Varun Berry had recently taken over as CEO of Britannia and started a turnaround which transformed the company over the coming years. A reasonable insight into what changes he made in the early days.
Do trade promotions incentivize retailers to sell more of a product? If not, what is likely to work better?
Article from 2016 that describes how, over two years, Britannia's margins jumped by almost 8% through a strategy of trimming brands, tightening distribution, and controlling costs.