Britannia and its creative agency, Talented, that worked on its Lions winning campaign 'Nature Shapes Britannia', have issued a joint statement, post greenwashing claims through an article posted by Polina Zabrodskaya during the festival.

The statement read:

"At Britannia, we always value insights from experts, and constructive criticism is crucial in helping us grow and align better with the values we wish to uphold.

As an organisation, we are at the nascent stage of our sustainability journey. Our intent with this campaign was to share with our consumers that we are taking deliberate, albeit small steps toward a more sustainable future. While we understand that we are far from being a benchmark in sustainability, our goal is to be transparent about our progress and inspire collective action.

The report evaluated in the mentioned post  is the statutory document of Britannia - Annual Report. We would like to bring your attention to our Sustainability Report, published last year, which provides a detailed explanation for the observed increase in the numbers. This increase correlates with the expansion of our scale of operations and an extension of our reporting boundary. Over FY 23-24, we added three facilities to our reporting scope, including our plants in Barabanki, Tirunelveli, and our dairy plant in Ranjangaon which got completely commercialised.

Importantly, if we compare the resources used against FY22-23 operations alone, the data on water intensity, plastic and emissions remains consistent, reflecting our ongoing efforts to optimise resource efficiency. Any observed variations arise due to a shift in the production mix, which is a natural outcome of dynamic operations. We remain committed to continuous improvement. Each year, as our operations scale, we strive to be more mindful of the resources we use and the impact we create. Sustainability is not a destination but a journey, and we are dedicated to making meaningful strides along the way."