BRICS and beyond: Britannia's e-cookie and why competitors won't follow suit

Britannia Industries last week claimed to be the "first biscuit company" in India to launch an online-exclusive product before it hit retail stores. With India's e-commerce market predicted to be worth US$70bn by 2020, none can fault Britannia for testing the online waters. It's also a great PR-move. But there are some dangers the food industry might want to consider before it jumps online. Hannah Abdulla explores.