The marketing tactics employed by FMCG businesses are well-known, and Britannia is no different from this marketing tactics. Britannia was founded in Kolkata in 1892 with a meagre investment of Rs. 295 and is now a household name in the biscuit industry with a market value of Rs. 12,400 crore. The company, which is well-known for its numerous biscuit brands on the market, provides a vast array of goods (dairy items, packaged foods, and bread) to suit different lifestyles. It makes use of some of the largest digital marketing budgets in the nation to maintain its substantial presence in the Indian market. The study is conducted to determine the innovative marketing ideas of Britannia biscuits by SWOT and Tidd and Bussant Innovation Model. The study also tried to examine the level of satisfaction on the support given by the company towards Retailers. The study also reveals the main three challenge of Britannia and also provide some innovative model for overcoming the challenges.

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Keywords: FMCG, Marketing Tactics, Digital Marketing, Innovative Marketing, SWOT.