Learnings from POM

Britannia Industries Limited

Introduction

Britannia Industries Limited is an Indian food-products corporation based in Kolkata, India. It is famous for its Britannia and Tiger brands of biscuit, which are popular throughout India. Britannia has an estimated 38% market share.

The Company's principal activity is the manufacture and sale of biscuits, bread, rusk, cakes and dairy products.

  

History 

The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892 to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly, Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II, the Government reposed its trust in Britannia by contracting it to supply large quantities of "service biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975, the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food brand of the country. It was equally recognised for its innovative approach to products and marketing: the Lagaan Match was voted India's most successful promotional activity of the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. 

Milestones

• 1892     The Genesis - Britannia established with an investment of Rs. 295 in Kolkata
   

• 1910     Advent of electricity sees operations mechanised
   

•  1921    Imported machinery introduced; Britannia becomes the first company East of the Suez to use gas ovens
   

·        1939 - 44          Sales rise exponentially to Rs.16,27,202 in 1939

• During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore
   

•  1975    Britannia Biscuit Company takes over biscuit distribution from Parry's

•  1978    Public issue - Indian shareholding crosses 60%
   

•  1979    Re-christened Britannia Industries Ltd. (BIL)
   

•  1983    Sales cross Rs.100 crore
   

•  1989    The Executive Office relocated to Bangalore
   

•  1992    BIL celebrates its Platinum Jubilee
   

•  1993    Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL
   

•  1994    Volumes cross 1,00,000 tons of biscuits
   

·        1997    Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer'

• BIL enters the dairy products market

•  1999    "Britannia Khao World Cup Jao" - a major success! Profit up by 37%
   

•  2000    Forbes Global Ranking - Britannia among Top 300 small companies
   

·        2001    BIL ranked one of India's biggest brands

No.1 food brand of the country

Britannia Lagaan Match: India's most successful promotional activity of the year

Maska Chaska: India's most successful FMCG launch

·          2002            BIL launches joint venture with Fonterra, the world's second largest dairy company

Britannia New Zealand Foods Pvt. Ltd. is born

Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global

Economic Times ranks BIL India's 2nd Most Trusted Brand

Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging

·          2003            'Treat Duet'- most successful launch of the year

Britannia Khao World Cup Jao rocks the consumer lives yet again

·          2004            Britannia accorded the status of being a 'Superbrand'

Volumes cross 3,00,000 tons of biscuits

Good Day adds a new variant - Choconut - in its range

·          2005            Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!

Britannia launched 'Greetings' range of premium assorted gift packs

The new plant in Uttaranchal, commissioned ahead of schedule.

The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar

·          2006            Britannia re-launched NutriChoice Hi-Fibre Digestive biscuits in an international large sized biscuit pack.

Britannia acquires 51% stake in Bangalore-based bakery foods retailer Daily Bread.

·          2007            Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired a 70 percent beneficial stake in the Dubai-based Strategic Foods International Co. LLC and 65.4% in the Oman-based Al Sallan Food Industries Co. SAOG.

Britannia NutriChoice SugarOut range introduced - 1st of its kind of biscuits to be be launched in India with "No Added Sugar" (Variants - Chocolate Cream, Orange Cream, and Litetime)

·          2008            Britannia NutriChoice 5 Grain biscuits launched - Biscuits with the goodness of 5 health Cereals, and sweetened with Natural honey. Britannia Nutrichoice promised consumers "Bhook Bhagao, Kuch Healthy Khao"

Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low Fat Dahi and renovated 'MarieGold'.

·          2009            Britannia Launches ActiMind - A first of its kind milk based health drink for kids, which helps improve mental sharpness. Launch of ActiMind marked Britannia's entry into the beverage segment and has further extended its credo of 'Eat Healthy, Think Better' to 'Drink Healthy, Think Better' as well!!

Britannia NutriChoice Nature Spice Crackers launched - Your favorite Cream Crackers, now made even more exciting with the addition of "Sabut" Ajwain and Jeera spices.

Britannia takes full control of Daily Bread.

Britannia Industries buys out New Zealand's Fonterra from existing dairy joint venture, Britannia New Zealand Foods (BNZF). BNZF became a 100 per cent Britannia subsidiary and was renamed Britannia Dairy Private Limited (BDPL).

Recognizing the changing global trends & health benefits of removing transfats, Britannia is the first Bakery brand in India to remove transfats from its products.

Wadia Group acquired stake holdings from Group Danone and becomes the single largest shareholder in BIL.

·          2010            50-50 Maska Chaska was re-launched with a new masaaledar twist - a delightful blend of butter and imported flavours along with sprinkling of masala in September 2010.

Tiger enters the Cookies category, with the launch of Krunch Cookies in October. These cookies are not only high on delight but also high on energy and have been created keeping in mind the needs of today's kids, These delightful cookies come in two exciting variants - Fruit & Nut and Chocochips and at an affordable price point of just Rs 5.

Brand NutriChoice, in keeping with its track record of launching differentiated healthy snacks, launched Diabetic Friendly Essentials on 14th November, a day that is world over recognized as World Diabetes Day. The range comprised of 2 variants - Oats Cookies and Ragi Cookies - and is available in top Indian cities.

Britannia was presented the Master Brand 2010 Award by CMO Council in November 2010.

Rotary Club of Chennai awarded CSR Award to Britannia in November, for our work in nutrition.

·          2011            Always committed to constant innovation, Britannia launched Britannia Healthy Start in Mumbai in January 2011. Specially designed with Indian tastes in mind, Healthy Start is a complete range of ready-to-cook breakfast mixes of Upmas, Pohas, Porridges and Oats that are healthy, delicious, and take just 5 minutes to cook! This is the only product range in its category that combines the natural nutrition of multi-grains, 100% real vegetables, pulses and nuts all in one pack.

Britannia received the Most Respected Company Award 2011 from Businessworld.

Bourbon received the Most Popular Confectionery Product Preferred By Youth (Biscuit) Award.

IMCRBNQA (Indian Merchant Chambers Ramakrishna Bajaj National Quality Award) conferred the Manufacturing Performance Excellence Trophy a National Quality Award for the 2010 cycle, for Britannia Corporate Office (Bangalore), Britannia Industries Ltd. (Rudrapur) and Sunandram Foods Pvt Ltd (Mangaldoi, Guwahati).

Britannia further enhanced its foray into healthy milk based drinks by launching TigerZor Choco Milk & TigerZor Badam Milk in May 2011. These are delicious milk based beverages fortified with 5 active nutrients that help in the overall development of mind and body.

Products

Britannia NutriChoice Oat Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials specially designed for people with diabetes. There's no longer a need to avoid snacks or go hungry while traveling or at work. Rather approach snacking in a healthy way with our Oat Cookies.

Britannia NutriChoice Oat Cookies are scientifically created to suit the special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar. They are tasty, crunchy and convenient option for those mid-meal pangs. In addition, the oat fiber lowers rise in blood sugar, helps control blood cholesterol and helps you feel satisfied and active for longer.

Britannia NutriChoice Ragi Cookies

For the first time in India we have Britannia NutriChoice 'Diabetic Friendly' Essentials specially designed for people with diabetes. There's no longer a need to avoid snacks or go hungry while traveling or at work. Rather approach snacking in a healthy way with our Ragi Cookies. Britannia NutriChoice Ragi Cookies are scientifically created to suit the special lifestyle and nutrition needs of diabetics to manage extreme swings in blood sugar levels. They are tasty, crunchy and convenient option for those mid-meal pangs. Ragi helps lower blood glucose levels and in a rich source of magnesium, which is instrumental for the production of important enzymes. Our Ragi Cookies are a good source of fiber, both soluble and insoluble, for heart and digestive health.

Veg Cakes

Britannia Veg Cakes is every vegetarian's dream come true! 100% vegetarian cake with all the softness and delight a cake should have. Every slice is soft and fluffy, stuffed with real fruit bits, to give you a cake that is truly delicious, down to the last slice. Add to this zero cholesterol and a 3 month shelf life and you have a healthy, convenient snack to enjoy any time, anywhere.

Grab a pack of Britannia Veg Cake today. Masti ka Green Signal!

Flavour: Twisty Fruity
Price and sizes: Rs. 15/- for 75 gm pack.

Nutrichoice Health Starter Kit

2010 - Britannia Nutrichoice launches a New Year pack - the Nutrichoice Health Starter Kit . Created for everyone who makes a New Year resolution to become healthy and does not follow through on it. The Health Starter Kit contains a range of healthy biscutis - 1 pack each of Nutrichoice Hi-Fiber Digestive, Nutrichoice 5 Grain and Nutrichoice Nature Spice Cracker. It also has a one week free pass to Talalkars gym that entitles every consumer to one week free trial of any Talwalkars (TBVF ltd) gym across the country.

In addition to this the pack also contains a Fit Sip Sipper and a fitness chart. All this for only Rs 100.

NutriChoice 5 Grain


Most consumers believe that to in order to stay healthy one needs to make certain compromises on some good things in life. Whether it is missing that extra hour of sleep over early morning exercise, or eating unappetizing foods over that extra oil-dripping samosa. At the same time most of us agree that good nutrition cannot come from one kind of food alone, but from a healthy combination / assortment of several healthy ingredients put together. Britannia NutriChoice 5 Grain Biscuits are a perfect answer to those looking for healthy eating options without as much making a compromise on taste, or convenience, or health.

Because Britannia NutriChoice 5 Grain biscuits are made from 5 carefully chosen healthy cereals (Oats that help reduce bad cholesterol, Corn which promotes heart health, Ragi a good source of both Calcium as well as Fibre, Rice low in fat, and Wheat that provides wholesome energy). These biscuits are delicately sweetened with natural honey, and come in a unique large oval shape. It is this large size and the healthy combination of the ingredients, that make it an ideal hunger buster for those in-between meals time hunger.

Britannia NutriChoice 5 Grain biscuit pack contains several small single serve pocket meals packs, so that one is never far away from pacifying hunger on the move. So whenever you miss your breakfast, or succumb to those unhealthy evening snacks, you can relish the goodness of health withBritannia NutriChoice 5 Grain biscuits.

Tiger Banana

Britannia is committed to help secure every child's right to Growth & Development through good food everyday. Purposefully taking forward the credo of 'Eat Healthy, Think Better ', we have launched a new variant under our power brand TIGER - TIGER BANANA - power packed with IRON ZOR & and with the delightful taste of banana.

IRON ZOR helps make mind sharper and body stronger. A Rs.4 pack has as much IRON ZOR as that in 1 kg of Banana.

R&D in Britannia has spent considerable time to develop this nutritious and delightful snack for children.

Britannia Tiger Banana packed with IRON ZOR and goodness of Banana is accessible to all, being available in convenient packs priced at Rs.2, Rs.4 and Rs.10.


NutriChoice SugarOut

Sounds like yesterday when people commented that healthy foods meant "compromising on the taste." NutriChoice SugarOut is the most novel product range to have been introduced in the market. The product is not just sweet but tastes great, and yet contains no added sugar. 

This is because NutriChoice SugarOut is sweetened with "Sucralose," derived from sugar, which provides the same sweetness as any other biscuit, without the added calories of sugar.

This range is available in 3 delicious variants namely Litetime, Chocolate cream, and Orange cream, targeted towards all health sensitive people. It is also relevant for consumers with sugar related ailments.

We are sure that you will be pleasantly delighted with its great taste and equally surprised to know that it has no added sugar.

Don't be taken for a ride when you read "Sugar Free" label on many biscuit packs marketed in India or abroad. Even with 100% no-added sugar, wheat-cereals in biscuits have their own natural sugar content. Britannia has chosen to represent these biscuits with "No Added Sugar" claim, as there is no added sugar in the processing of NutriChoice SugarOut.


NutriChoice Digestive Biscuit

Nothing can be more difficult than making small efforts in our daily life towards healthy and active living. 24/7 we are engrossed in our busy schedules; skipping meals, missing walks, along with inadequate sleep and frequently eating-out, all take a heavy toll on our health.

At least with the new and improved NutriChoice Digestive Biscuit, we have one less thing to worry about. Made with 50% whole-wheat and packed with added fibre (10% of our daily dietary needs), these delightfully tasty biscuits are amongst your healthiest bites of the day.

In your next visit to a shop just look out for its Golden-green international carton pack.

Try one and you'll know that you've made one smart choice - NutriChoice.

Treat Fruit Rollz

All kids who have relished the yummy creamy treasures of Britannia Treat in exciting flavors, have yet another reason to celebrate! Britannia Treat launches the amazingly yummy Treat Fruit Rollz!! These tasty soft rolls are filled with real fruits and provide a healthy yet mouth-watering treat to the kids. Fruit Rollz comes in four masti fruit flavours - Juicy Apple, Strawberry Surprise, Tangy Orange and Delicious Dates!

Want to know a little secret? They make the best tiffin treats! So during snack time what better than to munch on the delicious and healthy Fruit Rollz and discover the yummy fruit flavor from within the shells. Keeping up with Britannia's platform of 'taste bhi, health bhi', Fruit Rollz is indeed a yummy snacking option for kids, while keeping the Moms assured about the goodness provided by the fruit filling.

So go on and treat yourself to the lip-smacking snack!

New Britannia Milk Bikis

Milk Bikis, the favourite growth partner of Kids, now brings greater value and delight to all with its new product and pack design. Recently re-launched in its existing Southern & Eastern markets, and extended across India, the new Milk Bikis is all set to add excitement and appeal to ‘nutritious’ food. Whoever said that ‘good food’ needs to look ‘dull and boring’, will just have to take a look at Milk Bikis.
With a unique and attractive honeycomb design and an enhanced product experience, the new biscuit prompts the ‘Kid’s will love it’ reaction amongst mothers. The milk goodness in the recipe is now enhanced with SMART NUTRIENTS – 4 vital vitamins, iron and iodine, proven to aid mental and physical development in growing kids. The premium packaging, besides appealing to kids, also ensures that the biscuits remain fresh and crisp.
So, whether its breakfast time or snack time at school, rest assured that kids will look forward to munching these crunchy, milky biscuits which even helps in their development. And yes, adults won’t be far behind in reaching out for a pack! 

Business Sectors

Dairy products

Dairy products contribute close to 10 per cent to Britannia's revenue. Britannia trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02. Britannia holds an equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its main competitors are Nestlé India, the National Dairy Development Board(NDDB), and Amul (GCMMF).

Joint venture with New Zealand Dairy

On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative Group of New Zealand, an integrated dairy company from procurement of milk to making value-added products such as cheese and buttermilk. Britannia planned to source most of the products from New Zealand, which they would market in India. The joint venture will allow technology transfer to Britannia. Britannia and New Zealand Dairy each holding 49% of the JV, and the remaining 2 per cent held by a strategic investor. Britannia has also tentatively announced that its dairy business would be transferred and run by the joint venture.

The authorities' approval to the joint venture obliged the company to start manufacturing facilities of its own. It would not be allowed to trade, except at the wholesale level, thus pitching it in competition with Danone, which had recently established its own dairy business.

Biscuits

The company's factories have an annual capacity of 433,000 tonnes. The brand names of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50, Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more.

Tiger, the mass market brand, realised $150.75 million in sales including exports to countries including the U.S. and Australia, or 20% of Britannia revenues in 2006.

In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone had violated its intellectual property rights in the Tiger brand by registering and using Tiger in several countries without its consent. Britannia claimed the company found out that Danone had launched the Tiger brand in Indonesia in 1998, and later in Malaysia, Singapore, Pakistan and Egypt, when it attempted to register the Tiger trademark in some of these countries in 2004. Whilst it was initially reported in December 2006 that agreement had been reached. it was reported in September 2007 that a solution remained elusive. In the meantime since DANONE’s biscuit business has been taken over by Kraft, the Tiger brand of biscuits in Malaysia was renamed Kraft Tiger Biscuits in September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007. The dispute was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and Danone paying Rs 220 million to utilise the brand.

Vision and Mission Statement

VISION

To dominate the food and beverage market in India with a distinctive range of “Tasty Yet Healthy” Britannia brands.

MISSION

To dominate the food and beverage market in India through a profitable range of “Tasty yet Healthy” products by making every Indian a Britannia consumer. “We want to be part of our consumer- at home, out of home, a natural part of his life”. 

ANURADHA NARASIMHAN - Category Director - Health & Wellness 
B. PRASHANTH - Head of R&D 
Dr. K.N. SHASHIKANTH - Head - Corporate Quality
JITENDRA MAHAJAN - Head - Procurement
KAILASH H. KAKANI - General Manager - Manufacturing Operations
N R SELVARAJ - General Manager - Quality
N. VENKATARAMAN - General Manager - Commercial
P. GOVINDAN - Company Secretary & Head of Legal
R. ANAND - Business Operations Director
R K AGARWAL - General Manager - Projects 
SHALINI DEGAN - Category Director - Delight & Lifestyle 
SHRIDHAR PANSHIKAR - National Sales Director
SUJIT GUHA - General Manager - Replenishment
VALIVETI V PADMANABHAM - Head - Corporate IT

Employee Appraisal

Employees are expected to be actively involved in the achievement of corporate objectives by forwarding their own ideas. Employees are expected to be flexible and to have a broad range of experiences to adapt to technology changes, lean structures, flat hierarchies and continuous improvement of the company. The basis for the employee’s development regarding support and supervision is laid out in structured discussions and in setting long-term development objectives.


The Performance Review Discussion (PRED/MAG) 

The performance and review discussion is an open dialogue between the employee and his or her supervisor. The discussion is done once a year. In the review, goal achievements in assignments and projects over the past twelve months are discussed. The specialist and personal development potential of the employee plays a part in this dialogue, and the employee is also expected to show initiative and involvement. The two parties agree on goals for the coming year and define measures designed to support the employee in achieving the goals and enhance the employee’s performance. If these goals change before the year is over, the MAG can be repeated as often as necessary. This agreement is an example for Bosch’s idea of co-operative leadership and delegation of responsibility.


 The Individual Development Discussion (MEG)

The individual development discussion is only done upon request of the employee, a supervisor, or the HR department. The MEG can be held every two to three years. This discussion is devoted to the professional development goals of the employee. In that discussion the employee has the possibility to present his personal career goals over the next three to five years and discuss them with the other participants.
There, they find out how and when the goals can be achieved. If possible, this discussion aims at putting the employee’s self-assessment and the evaluations of the supervisor and HR department on common ground. From this analysis of the employee’s goals, strengths, and growth potential, participants have the chance to build up further development objectives. Together with recommended development activities, these objectives are recorded. These activities can be the transfer to a new functional group or department, acquiring a new task, career growth or identifying long-term development needs.


The Management Potential Review (MED)

Once a year, supervisors of a given operating unit and the HR departments are meeting for the management potential review. In that meeting, the participants focus on the assessment of personal and specialist potential across the departments of the operating unit. They are coordinating development goals and measures and recommend admissions to the Manager Development Plan. The results of MAG and MEG discussions between employees and supervisors provide the basis for the MED consultations.
The participants identify individuals capable of taking on more demanding positions and advancing their careers. This ensures that qualified specialists and managers are promoted within the company. Through these methods they can make sure that they have the right people in the right place at the right time.

Three Monks

TEAM BUILDING is the most vital part in the formulation towards any goal. It is philosophy of job design in which employees are viewed as members of interdependent teams instead of as individual workers.

This particular video highlights importance of "team building and team management" in the completion of any task. It also describes as to how the any task can be done more efficiently with the help of simple innovation and proper utilization of the available resources.

The movie can be divided into 3 parts:

1. When only one monk is there - We can see that when the monk was alone he used to do the work i.e. bringing the water from the river to the monastery happily. He had no qualms with the way things were moving. In other words he was content with the life he was living or the work he was doing.

 

2. When another monk joins the first one - The attitude of the first monk changes drastically when the second monk joins him in the monastery. Initially he intimidated him into bringing water from the river but after some time the newbie monk demand equal distribution of work. This altercation resulted in loss of man hours as well as gloomy atmosphere in the monastery. After lot of deliberation, they decide to share the responsibility and once they started sharing the job, their productivity also increased. We can see that the method adopted in this case is much better then used in the previous one. 

3. When the third monk joins the other two - Initially the same thing happened wherein the veterans forced the newcomer into work. After sometime it was total chaos in the monastery with none of the monks willing to go to the river to get the water. 

 

One fine day when fire breaks in the monastery then all the three monks work together in tandem thereby giving fruitful results. The method in this case is superior to the methods used in case 1 and case 2 as it involves active participation of all the resources.

A team is supposed to achieve what an individual person can’t achieve. One might wonder why even after having more team members productivity decreased from one tow two, two to three, well because there was no team work at all, this so called team was actually counterproductive, achieving less than what a single person could achieve. This scenario is not too uncommon, it happens in day to day life.

What changed in situation four? Well, they started working as a team.

Balanced team membership - Every team comprises of people with different attributes and quality. The strengths and weaknesses of the team members should complement each other. This way, at least one person could work on each important aspect of the tasks of the team. Three monks took roles in situation 4 according to their competencies.

Good working relationships - Team members need to work together harmoniously. Personal differences and opinions can differ at times. But don’t allow these to affect good working relationships. Friction in the team actually gives team members the opportunity to practice professionalism and collegiality.

Creativity - Solution to the water problem shown at the end of the video was indeed creative. As a consequence of creativity, team members will have fun while working together. Fun also helps keep the drudgery away. Most of the time, passionate people know how to have fun even while at work.

Results-oriented approach - It is good to have fun while working yet, the achievement of results should never be compromised. But actually, results can be the natural consequence of creativity and fun tempered by the other ingredients of effective team work.

Well defined goals and targets - Team members should have clear goals and targets so that team members know what they are working for and when they should be delivered. When team members know exactly what is expected from them, they can manage their workload and work more effectively and more efficiently.

Commitment - When team members are committed to the appointed tasks, the team becomes more intentional in completing these tasks. Even when they encounter setbacks and difficulties, the team can persevere and do what is necessary.

Collaboration and mutual support  - Imagine a team without collaboration. That’s not a team at all; it is merely a collection of obstinate individuals. Effective teamwork presupposes mutual support. After all, when one member finds his tasks difficult, the other members can come to his aid and help him figure things out.

Competence - Team members and the team in general should have a level of competence so that the tasks can be accomplished more easily and efficiently. This level of competence will decide whether the innovation brought about in water fetching process would be incremental or drastic. The solution presented at the end of the video was very creative.