![]() ![]() The Nielsen study found India was the world’s leading market for biscuits, ahead of the US, Mexico, China and Argentina. In a study by market researcher Nielsen, Parle-G topped brands like Kraft’s Oreo, Wal-Mart’s private labels and Mexico’s Gamesa in volume sales to lead the Rs 11,295-crore Indian biscuits category. In 2011, Parle-G consolidated its position as the world’s largest-selling biscuit brand. Taking contextual cues for a country as vast as India where cultural norms change every 100 km, Parle excels at social listening and accordingly taps into the existing gaps in the market, one region or consumer segment at a time." These campaigns target different consumer groups at different times, across geographies. "Take up any campaign of the brand from any decade and one will find key elements of relatability with everyday life. ![]() "Parle has believed in powerful messaging," Shah had written in ET. The rechristening started with an ad on TV and radio with a catchy jingle: "“Humko pata hai ji, aapko pata hai ji, sabko pata hai ji Barso se, chahat apni yahi hai ji Swaad bhare, shakti bhare… Parle-G”. "While we were working on the campaign we got the idea of getting rid of ‘Luco’ and retaining just the ‘G’.” “The client wanted the consumer to ask specifically for Parle biscuit when they went to their nearest store, and not any glucose biscuit," Maya Sami of Everest told ET BrandEquity recently. Parle’s marketing and advertising agency, Everest Brand Solutions, decided to give it a name that could be crisp to pronounce and would put the consumer’s focus more on the brand name ‘Parle’. There were too many glucose biscuits and Parle wanted to differentiate itself from the pack. In early eighties, Parle Gluco was rechristened to Parle-G. Starting with four distributors in 1929, Parle today extends to more than 7,000 distributors and has a retail footprint of some 7.5 million outlets across India. If there's anything that a child in the remotest area of the country will recognise, it's a Parle-G. The creation of a robust distribution channel to ensure availability to remotest regions of India has been a key achievement for Parle. It is, in fact, also almost synonymous with relief food in India." Parle-G went on to become one of the most readily available products in the market. Without skimping on quality, Gluco brought such a premium product within every Indian's reach. Parle had to vie with British-made consumer products where premium products were available to only a certain class of people. "Down the line, Parle G became known as 'Desh ka apna biscuit'. "With its success as a swadeshi alternative to British biscuits, Gluco would go on to become a staple for millions of Indians. "When Gluco was launched in 1939, biscuits were considered an elite snack," Shah wrote in ET last year before the Independence Day. As India became independent, Parle's low-priced version for the Indian masses started getting popular. Biscuits used to be an expensive, elite food item during British rule. The first factory was set up in 1929 with just 12 people making confectionery. Mohanlal Dayal founded the House of Parle in 1928. Parle (now Parle Products, after the division of business between family members) baked its first biscuit in 1938 called Parle Gluco. It is a mark of Parle G's versatility that they are not just popular with the elites as well as the masses, but also used to feed street dogs all over India. This is unprecedented,” Shah had said in a statement. And 80–90% of this growth has come from the Parle-G sales. "We’ve grown our overall market share by nearly 5%. It said that during March, April, and May in 2020, the first wave of the pandemic, the company experienced the best months in their eight decades. "We said to each other, 'chhod yaar, dekha jayega' and went on to have Parle G with water which couldn't have tasted better'."ĭuring the lockdown, the company achieved a unique feat of selling the largest number of biscuit packets. We had to work on an empty stomach!!" the post said. Ahead of us was a 12-hour fight till the morning. "There was no availability of even tea or coffee. On a Sunday night, when the curfew was extended, the KEM resident doctors wrote about being exhausted, sleepy and hungry. In the midst of the Covid-19 scare, a social media message about resident doctors from KEM Hospital in Mumbai, surviving on a meal of Parle G biscuits and water, touched a chord.
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