The company's lower dependency on wholesale channel and continued focus on enhancing direct reach has helped it tide over the aftermath. The company has more than doubled its direct reach from 70,000 in FY14 to 1.7mn at the end of H1FY18. Britannia achieved 5.5-6% volume growth through investment in brands and widening its distribution network through focus on direct reach and rural markets in this quarter. Rural market continues to grow in double digits. Market outlook for rural regional markets is looking up post GST implementation....