![]() The supply of biscuits was affected by World War II, but for most of the past eight decades, it has dominated the market. In the times when British biscuits were prohibitively expensive for Indians, this humble product offered nourishment at a very small cost. With a dozen people, he started producing toffees and confectioneries, but it wasn’t until 1938 that Parle Glucose was born. In pre-independent India, founder Mohanlal Dayal Chauhan bought a factory in Vile Parle, Mumbai, which gave the company its name. The beginnings of the confectionery company Parle go back to 1929. Related: Where to Go in India Based on Your Travel Style In villages, in metros, on roadside highways, in big supermarkets, Parle-G is a staple. In Hampi, Karnataka, after being on our feet all day, when we sat down to rest our soles at a non-descript stall, the request for biscuits was met by a smaller packet. A companion of this steaming cup of strong, milky tea is Parle-G. The Legacy of Parle-GĮvery day, office-goers step outside of their glass-and-concrete buildings for a chai and sutta (tea and cigarette) break and walk to the tapris (tea and food stalls) on their perimeter. She is synonymous with the brand and pops up at tea stalls across the country- chai and Parle-G are an excellent combination that Indians in urban and rural areas swear by. The bright yellow plastic packaging with the illustration of a sweet-looking, dark-haired toddler with studs in her ears is classic and unmistakable. ![]() While Parle-G released simple recipe videos a few years ago and, today, does team up with said folks, it does not have to do it very often because of the vast magnitude of user-generated content it enjoys online.”How to Eat Parle-G,” “Why to Eat,” “When to Eat,” and “How Foreigners Feel When They Eat Parle-G” are some of the topics the brand enjoys.I n the pantry of my apartment, the 800-gram Parle-G pack is never missing from the shelf. A popular method to lead in this space is influencer marketing with chefs or home cooks. ![]() Parle is also upgrading with time and has launched breakfast cereal with Hide & Seek Fills, introduced Parle-G Kismi Cinnamon Biscuits, Parle-G Oats & Berries Biscuits, and Parle-G Cookies, dropped a Genius merchandise line, and even entered the branded atta market with Parle-G Chakki Atta.Īn interesting aspect of the Parle-G biscuit is its usage in dessert preparation, where it competes against the likes of Lotus Biscoff. “There are multiple things, apart from advertising, that go into forming the image of the brand in the consumer’s mind.” “These are the things that help with advertising,” asserts Shah.įurthermore, even if there was a price increase due to inflation-Parle Products last raised its product prices in May 2022, by 5-6%, according to Financial Express in June 2022-”currently, the outlook is stable, so we’re not looking at any price hikes in Parle-G given the current scenario, at least for some time to come.” Also, at times of man-made or natural calamities, one will always spot the glucose biscuits as one of the first few items being distributed to the public. For example, during the first phase of the lockdown, the company announced that it would distribute three crore packs free of charge to those in need. Parle-G is a family brand, and nothing resonates better with them than family values. He feels it impacted their ability to absorb social cues and values, and because kids and mothers are the primary target group of the glucose biscuit, the ads, in a way, acknowledge them for helping build the brand. He points out that kids’ learning and upbringing were severely affected by the lockdown and staying indoors. That is when “you talk about universal values like empathy, compassion, and kindness.” Parle revels in unwavering demand from all socioeconomic sections of India and has brought out three advertisements showing the stories of three kids and how they express values like empathy and sacrifice their needs and wants for someone else’s happiness.Īccording to Shah, though the brand has nationwide acceptance and demand, he reveals that it can get difficult to address everyone. In FY 22, it clocked more than $2 billion in sales, while Parle-G, its glucose biscuit brand, crossed the $1 billion mark in retail sales in December 2021, as per an Economic Times report. ![]() Mayank Shah, senior category head, Parle Products, says that for people in India, the company does not look at Parle-G as a biscuit but as a food staple. ![]()
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