| Kwality biscuits is Britannia's offering in the “rural-economy” segment. Previously a privately owned company based out of Karnataka, Kwality biscuits was taken over by Britannia Industries in 2001. Up to that time, the Kwality name existed within the rural areas as a trustworthy and economical product and served as a part of the consumer segment’s staple diet. The Kwality range consists of the basic glucose, sweet & salt and Marie biscuits. The popularity of the product range within the rural areas was primarily based on the reputation of trust that the name held and its liaison with familial love.
The Kwality identity was reworked to aesthetically enhance the original message of motherly love and her concern for the well-being of her children. Stronger colors were used to strengthen the communicative aspect in the packaging.
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