Britannia has alleged that that ITC’s packaging for its newly launched Sunfeast Veda Digestive and Sunfeast 5-Seed Digestive biscuits are “deceptively similar” to Britannia’s Nutri Choice Hi-Fibre and Nutri Choice Digestive biscuits’ green packaging, the person said.
Both Britannia and ITC declined to comment citing that the matter is sub-judice.
The two rivals have tussled on similar issues in courts in the past as well.
In 2016, ITC had taken Britannia to the Delhi High Court, alleging that packaging of Britannia’s NutriChoice Zero was a copy of ITC’s Sunfeast Farmlite Digestive All Good biscuits.
Earlier this year, Britannia had filed a similar case against Kishore Biyani-led Future Consumer Ltd, alleging that the latter had copied the packaging of several of Britannia’s biscuit brands for its Tasty Treat biscuits.
Britannia has also objected to Future Consumer’s use of ‘Good Time’ on one of its product packs, saying it sounds similar to Britannia’s ‘Good Day’ brand.
Stakes are high in the country’s Rs 37,000-crore biscuit market that is clocking double-digit growth annually. Biscuits also account for the largest category within FMCG.
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3 Comments on this Story
Top Blogger75 days ago
Everyone is afraid of ITC Ltd. It is going to number 1 in next decade
Harsha Akhi75 days ago
Competition is welcomed but I'd say patent and copying brand should be treated legally, nothing else can help to keep the position. No offense too
Vasdev Kataria75 days ago
It is ridiculous of Brittania to have filed cases against ITC and Future Consumers Ltd. Brittania is the great brand and a leader in biscuit industry. Competition should always be welcomed.