Indian biscuit leaders champion inclusion with joint pride pack

The initiative began with Britannia Good Day extending an open invitation to its market competitor, Parle Monaco, to share space within a specially designed rainbow-hued pack. The invitation, titled Flavours of Equality, featured an empty slot for Parle Monaco alongside the powerful message: "If we can share a shelf, we can share a cause." Parle Monaco accepted this gesture of allyship.

The resulting Flavours of Equality Pack is a symbolic blend of sweet and savoury, featuring Britannia’s iconic Good Day cookies – Cashew, Butter, Pista Badam, Choco Chip, and Fruit & Nut – alongside Parle’s classic salty Monaco. This pack stands as a testament to togetherness and a moment of unexpected unity in the Indian FMCG sector.

Siddharth Gupta, general manager for marketing at Britannia Industries, highlighted the brand’s long-standing commitment to inclusivity. "Britannia Good Day has stood for inclusivity, whether it's reimagining our cookie design to celebrate every unique smile, to raising awareness about cleft conditions. With the Flavours of Equality pack, we’re taking another step forward. It’s a gesture to show that allyship can begin with something as simple as making space," said Gupta.

Gupta expressed gratitude to Parle Monaco for their acceptance and to The Humsafar Trust for their invaluable guidance in shaping the initiative with sensitivity and purpose.

The campaign has been brought to life in association with The Humsafar Trust, one of India’s oldest LGBTQIA+ organisations dedicated to community health and inclusion, with additional support from GiveIndia.

Vivek Raj Anand, the CEO of The Humsafar Trust, commented on the significance of the collaboration, stating, "At The Humsafar Trust, we have always believed that real change begins when communities, institutions, and brands come together with sincerity. Britannia’s partnership with us was a bold step in showing what allyship can look like in action, and we are thrilled to see that Parle has also joined this journey. This collaboration is not just a celebration of Pride Month; it’s a commitment to standing with the LGBTQIA+ community every day, in ways that are visible, meaningful, and lasting."

Beyond the symbolic product, Britannia Good Day is also contributing to all the Sahyog LGBTQIA+ clinics of The Humsafar Trust for a period of one year as part of this initiative. The public is also invited to join the movement and contribute to the Sahyog LGBTQIA+ clinics through the Milaap fundraiser.

The limited-edition Flavours of Equality Pack is currently available exclusively on Flipkart Minutes in Bengaluru and Mumbai, offering consumers a chance to be part of this sweet-and-savoury symbol of progress. Britannia, a company with over a century of history, is a market leader in India’s Bakery category with an annual revenue exceeding INR 165-billion.