![]() ![]() A humble biscuit with a humble story.There may not be a single Indian who hasn’t heard of Parle from its beginning in 1939, it has become an indispensable part of the everyday life of most Indians. Parle-G, a biscuit often imitated but never equalled. It became a comfort food for many and the only food for many others. It also gained traction as people working from home needed something to nibble on and what better than Parle-G. These sales figures also include people’s panic purchases to stock up their pantries during the initial phase of the pandemic. Parle-G Rs.5 mini-pack took the edge off for migrant workers who trekked hundreds of kilometres back home. The government and NGO’s preferred Parle-G for their food relief packages. ![]() 80% of this came from Parle-G sales alone. Its market share increased by 4.5-5% during the lockdown. Parle logged record sales it had seen in 8 decades. ![]() The COVID pandemic boomed some businesses and Parle-G was one of them. This chai-dip resonates with every Indian’s childhood. What’s more, this 80-year-old brand has become a feeling in India. Starting at Rs.5 a pack, it appeals to even the lowest sections. How did this biscuit survive the competition in the Indian biscuit segment while refusing to change its price, taste, or packaging? Parle-G stood firm on its philosophy of serving all the sections of the Indian society irrespective of their income. Over the years many had claimed to be the Parle girl, but recently the company denied all rumors by stating that the girl is an illusion created by Everest Creatives in the 1960s. Whatsoever, Parle never lost to any brand. Furthermore, unlike Britannia’s round biscuits Parle’s rectangle ones were easier to dip into the chai glass. Parle’s fun and relatable advertisements focused on brilliant taglines that appealed to the mass. The old wax paper cover was replaced by a cheaper, yellow-white striped plastic cover with a red Parle logo and the famous Parle girl illustration. Parle Gluco was rechristened to Parle-G, G for Genius. On that account, the company decided to give it a makeover. As consumers got confused by these similar products, sales got divided. Parle came face to face with Britannia’s Glucose D. 87-year-old Parle’s factory in Vile Parle was shut down in 2016 after a gradual decline in its production capacity.īy the 1960s competitions started flourishing in the market. Parle witness a downfall during 1947 when India had a severe wheat shortage as large wheat fields went into Pakistan after partition. Parle merchandised its cheap Glucose biscuit as tasty, healthy food for all and it soon became popular even in the British-Indian army. Adding to its popularity was the WW II and the freedom struggle in India when food was in short and famine by the corner. This humble biscuit ignited the patriotic sentiments of Indian consumers and wiped the British brands off the market. Parle-G filled the market with affordable, nutritious, easy-to-eat biscuits. Back in those days, the Indian market had seen only the British made biscuits that were reserved for the elite. 10 years later in 1938, the Parle Gluco biscuit was launched. With 12 staff and family, Parle launched its first product an orange candy. Returning home, ignited by the Swadeshi Movement, which promoted the production and use of Indian goods, Chauhan bought an old factory in Parla. In 1929, on his visit to Germany, he picked up the art of confectionery making. Mohanlal Dayal Chauhan was an 18-years-old, who moved to Bombay with great dreams on his textile business. Parle- G has a history linked with the freedom struggle of India. Through 130 factories, over 400 million Parle-G biscuits are produced a day out which many are destined to sink to the bottom of our teacups. It had a sales volume bigger than the combined sales of all biscuit brands in China. In 2011 Parle-G became the largest selling biscuit in the world. Launched amid WW II, it has been part of our life through all crises. Named after its birthplace, Vile Parle, this biscuit is loved by all Indians irrespective of age or class. Backed with a history of over 80 years, its India’s first FMCG brand to cross the Rs.5000 crores mark in retail sales. An iconic biscuit brand that touched the lives of millions of Indians. ” In the world of cream biscuits and cookies, be someone’s Parle-G” is a popular saying in India. ![]()
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