FMCG major ITC Sues Britannia for allegedly copying biscuit packaging style Thursday Aug 25,2016

FMCG major ITC Ltd has dragged Britannia Industries to court for alleged copy of its biscuit packaging style.

The case, filed at the Delhi High Court, will come up for hearing again on August 31,2016

ITC in a notification to the bourses on Thursday Aug 25,2016 claimed that Britannia’s biscuit brand, ‘NutriChoice Digestive Zero’ has imitated the packaging style of its ‘Sunfeast Farmlite Digestive All Good” biscuit.

“ITC Ltd has filed a case against Britannia…. (for copy) of trade dress and colour combination of ITC’s ‘Sunfeast Farmlite Digestive All Good’ biscuit packages for its ‘Britannia Nutrichoice Digestive Zero’….. “ it said.

ITC’s contention is that the Britannia product, which was launched last week, has similar use of yellow and blue colour on the package and used similar texts in the packaging to describe the product attributes

The Indian biscuit market is pegged at Rs. 26,000 crore and digestive biscuits at around Rs. 500 crore. ITC and Britannia are said to be the two major national players in the segmen