A major reason is the strategic location of its manufacturing units, which are closer to rural and sub-urban areas. However, compared to its competitors, it has more focus and penetration in rural and suburban areas than city areas. It is available to customers from big metropolitan cities to smallest of villages. Parle-G has a very wide market reach due to its widespread distribution network strength.

Within categories also, we have a huge augmentation.” The percentage number has gone down and about 15 per cent to 20 per cent households consume glucose biscuits.Īs Shah explained, “New categories have come in and the number of brands has grown. In 2003, almost 60 per cent households were single-biscuit category consumption and only glucose was consumed. So, almost one in two biscuits sold until then was Parle-G. Until 2001, 60 per cent of the biscuit market was glucose and 80 per cent of that was Parle-G. Till 1991, biscuits were defined by Parle-G as 70 per cent of the biscuit market was Parle-G. So, the growth was slow.”Īfter the 1991 Liberalisation Policy, the category saw an explosion, and the category was taken over by big players and the smaller players had to call it quits. There was the License Raj, permits and quotas in raw material. Shah said, “The brand definitely grew gradually but we were not able to scale up our capacity then due to many restrictions. There was the quota system and licensing was predominant. Pre-liberalisation, Parle-G’s growth was slow as India was a closed economy. It is consumed by everybody today from a person sitting in a high rise in Nariman Point to a person somewhere in Dharavi. The brand has stayed true to its philosophy. Since then biscuits are considered as any other Indian snacking item. It was with this philosophy that this brand was launched in 1939 and was called Parle Glucose biscuits.” Mayank Shah, Deputy Marketing Manager, Parle Products, said, “The promoters thought that why can’t we have a biscuit made in India, meant for Indian people and accessible to the common man. A few Indian companies manufactured biscuits but they were very costly.

Started by Mohanlal Dayal Chauhan way back in 1929 at Vile-Parle, a Mumbai suburb, Parle Products first launched an orange candy and then other confectionaries before entering the biscuit segment 10 years later in 1939.ĭuring the pre-Independence times, biscuits were considered a premium product as most of it was imported. Recently, a creative film production house prepared a tribute video for Parle-G. A tea shop owner in Jaipur has written a poem for the brand and always serves Parle-G biscuit packets complimentary with the tea. People have memories and stories to share with the brand. Parle-G is so much engrained in our lives that nobody would believe that glucose biscuits were earlier considered a western snacking item. BestMediaInfo met Parle G Marketing Manager Mayank Shah and Dhunji S Wadia of Everest Brand Solutions to trace its journeyĪkansha Mihir Mota | Mumbai | June 30, 2016

Parle Glucose to Parle-G: Journey of India’s most loved biscuitįrom ‘Swaad Bhare, Shakti Bhare’ to ‘Vo Pehli Waali Baat’, the brand has managed to remain a bestseller.

Parle g biscuit kid