Ali Harris Shere moves on from Britannia; to join ITC

Ali Harris Shere has stepped down as marketing director at Britannia Industries, sources have confirmed to afaqs!. He has worked at Britannia for the past two decades and has experience working with the marketing, product, and sales departments of the company. He will join ITC as COO, Biscuits and Cakes, Foods Business division, ITC.

Shere joined Britannia as a management trainee in 1998. He had played an important role during Britannia’s pan-India expansion and he wanted to stay on top of modern day trends. In an interview that he did with us in 2017, he predicted that ease of use and convenience would result in the popularity of food delivery apps. We had asked him about the outside forces that affect sales in his segment, this was his answer – “Desire for convenience (is a trend); the evidence of that being the many online food delivery platforms that you can order a quick, tailor-made, suitably portioned meal from. On-the-go consumption of food is on the rise; hence our low unit price packs (Rs.5 and Rs.10) have become dominant,” he told us.

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He also mentioned that products that provide local flavor (like Britannia's 50-50 Matthri Masti) or have local ingredients (essentially Indian) are gaining ground. He highlighted the fact that today – “Indian consumers are well-travelled and better informed than ever before, and are hence seeking premium taste experiences at affordable prices,”