MAM
Elephant Design creates new brand identity for Britannia products
MUMBAI: Elephant Design has conceptualised and designed the new brand identities and packaging of Britannia‘s Tiger Glucose and Cream biscuits.
Elephant founder director Ashwini Deshpande said, “When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.”
Britannia said for a brighter and smarter appeal, Tiger palette has been kept red, blue and white. The product‘s promise of 25 per cent daily growth nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.
The brand identity has been revamped to give a cleaner look with 3D white letters encased in blue.
Elephant principal of packaging design Mayuri Nikumbh said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”
Britannia category director (health and wellness) Anuradha Narasimhan said, “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.
Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavored yogurt.
Brands
Nestlé India names Prateek Tripathi head of IS/IT and business excellence
Analytics veteran brings over two decades of data and governance expertise
GURUGRAM: Nestlé India has appointed Prateek Tripathi as head of IS/IT and Nestlé Business Excellence, effective 1 April, 2026, subject to approvals, the company said in a regulatory filing.
Tripathi will succeed Krishna Guha Roy, who will step down from the role on 31 March, 2026 to take up a larger leadership position within the global Nestlé group.
The company disclosed the development in a filing to stock exchanges under Regulation 30 of the Securities and Exchange Board of India’s Listing Obligations and Disclosure Requirements.
Tripathi, 45, joined Nestlé in 2019 and currently serves as data governance lead for the Asia, Oceania and Africa zone since February 2025. In this role, he has helped strengthen analytics and data integration capabilities across the South Asia region.
Before joining Nestlé, Tripathi held leadership roles at General Electric, Citibank, Parle Agro and Nielsen, bringing more than 21 years of experience in analytics, data governance and business transformation.
At Nestlé, he began as data analytics manager and played a key role in shaping the company’s data governance framework, driving compliance with internal policies while identifying optimisation opportunities across markets in the Asia-Oceania-Africa zone.
Tripathi holds a bachelor’s degree in mathematics, computer science and statistics from Osmania University and a postgraduate diploma in business management from Goa Institute of Management.
The company said his experience in analytics, governance and digital integration positions him to lead Nestlé India’s IT and business excellence function as the firm scales its technology and data-led initiatives.
