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Ms Richa Arora, General Manager, Marketing, Britannia Industries, at the relaunch of `Pure Magic' in the Capital on Friday. - Kamal Narang

New Delhi, Sept. 14

Confectionery giant Britannia Industries on Friday relaunched its ‘Pure Magic’ brand with a larger portfolio, in an attempt to carve a niche for itself in the premium biscuits segment. The company has also tied up with large format organised retail players such as Big Apple, Spencers, Food World and Heritage Fresh for distribution. “Earlier, we were selling only Danish cookies under Pure Magic but the brand need not be restricted only to a product. That&# 8217;s why we are offering the brand with a wider offering,” said Ms Richa Arora, General Manager, Marketing, Britannia Industries. She said the company would be launching the Pure Magic range of products, which are priced between Rs 35 and Rs 200, initially in Delhi and Bangalore only.

— Our Bureau

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