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Britannia to diversify into sports goods

Rakesh Kumar Dubey
Calcutta, Jul 22 (uni)

The Rs 1030-crore biscuit giant Britannia Industries Limited, which has been in the forefront of promoting and sponsoring various kinds of sporting activities, now plans to enter into manufacturing and dealing in all kinds of sports goods.

Company sources said it planned to manufacture and deal directly or indirectly through partnerships, joint venture or other arrangements in all kinds of indoor and outdoor sports goods, devices, equipment, accessories, apparels and other items related to it.

The company is also planning to establish academies, associations, foundations and organisations for the promotion, welfare, betterment and development of sporting activities.

"With the new millennium comes a host of challenges and exciting opportunities. Britannia is constantly evaluating new categories with a desire to be a part of your life now, and in the future," sources said.

A special resolution seeking permission of the shareholders would be moved in the company's forthcoming annual general meeting to insert some new clauses in the memorandum of association dealing with the objects of the company to this effect.

The company was already promoting its logo by entering into agreements with some members of the Indian cricket team whereunder they were required to display its logo on the cricket bats used by them.

More recently, Britannia has entered into milk and milk products, even while energising its traditional strengths in biscuits, bread and cakes.

UNI