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Parle has been the largest manufacturer of biscuits and confectionery items in India for 80 years. Parle is a name that signifies taste, nutrition, and quality. It has spread its reach to the remotest of villages and has strengthened its roots from its inception.
Parle products lead the market in their categories and have been acclaimed for the same in Monde Selection since 1971. Parle is now looked upon by its competitors for market brilliance. Parle has spread its wings even in the International markets.
Parle’s popularity is undeniable. From children to adults, Parle is a known name. In 1929, Parle was established to spread joy among children and adults. The company set its roots when India was dominated by the British.
They started as a factory established to make confectionery products and then slowly upgraded to manufacture biscuits. Parle now has factories in Mumbai, Bangalore, Rajasthan, etc.
Milestones achieved over the decades
1929 marked the first year of operation of Parle, where the only assets people had were hard work and hope. With the passing years, Parle grew, and after ten years, results started paying off. By 1949 Parle was a name. The years of effort were now over, and the results could be seen. 1974 marked the era of Parle, and it continues till today.
Quality Control
Parle is the other name for faith and to keep it intact for consumers. Parle keeps a strict check on the quality of its products. Every batch of biscuits is fresh and best, which helps maintain the market consolidated by Parle nationwide. Parle keeps a check on its consumer preferences and their pockets alike. This is the sole reason Parle attracts both the youth and the children.
Parle biscuits are – Monaco, Marie gold, Magix, 20-20 and many more, along with the most selling product Parle-G.
Nielsen Survey
Nielsen is a marketing company that conducts over two lakhs of surveys per year. This survey states that Parle-G, the glucose biscuit brand, has consolidated its position as the World’s largest selling biscuit brand. Parle has taken over brands like Oreo and Gamesa in terms of sales volume. This rise in sales is witnessed due to solid market strategies and high sales in rural areas.
Indian Biscuit Industry
Unlike the biscuit market in developed countries, the biscuit market in India is at its beginning stage, just 80 years old. Parle has made the world wonder how a novice brand has taken over the years running industries and brands and has made its market worldwide.
It is witnessed that Parle is quite competitive in its sales and maintains the product cost and the quality of the product. Parle also keeps a strict focus on the contents of its products and never compromises on their quality.
Mayank Shah, product manager at Parle, said that of the over 40 products that Parle sells, Parle-G contributes 50% of the company’s topline. He also stated that even though Parle-G comes in multiple packings varying from rupee 1 to 50, the most sold packets are rupees 4 and 5.
This itself shows that all segments of society bring Parle-G. Parle-G contains glucose content which serves as an energy booster for the human body. Thus Parle-G can be eaten when you are starving or even as evening snacks with tea.
Conclusion
Since the start, the core values of Parle have been quality and affordability. The journey from scratch to this fame has not been easy for Parle. It had begun with a hope to spread joy and now is a name in every household. The journey forward would not be easy.
The launch of Parle Platina Division in 2017 and a plan to spend extensively on it can affect the market value of Parle in the urban areas.
The rural market of Parle-G is already established, and it covers every nook and corner of the rural area due to affordable prices. This launch can shake the urban market hold. The ambitious new launch can confuse the market, and competitors will take advantage of the same.
As much as Parle is looked upon for its market brilliance, competitors are making strong efforts to outdo the company and its products.
Though it is undeniable that every company succeeds because of the hard work and an excellent workforce, Parle has a fantastic team and exceptional core values.
As the tagline says: “Parle-G, G mane Genius.”
