Parle-G: The Iconic Biscuit Brand That Conquered Taste Buds

The Chauhan family, the founders, recognized the importance of understanding the desires of the Indian populace when it came to food, and biscuits emerged as the answer. Following the end of British rule, advertisements featuring Parle-G gained immense popularity, showcasing the brand's astute recognition of the power of advertising and sowing the seeds of future success.

Embark on a journey through the history of one of India's oldest biscuit brands and witness its inspiring tale of triumph. Parle-G, the world's top-selling biscuit, has achieved this feat without increasing its price for the past 25 years, a truly remarkable accomplishment. Despite attempts to adjust prices, even a minor increase of Rs. 0.50 sparked a massive protest, highlighting the brand's unwavering commitment to affordability and consumer satisfaction.

In the year 2013, Parle-G gave a turnover of more than 5000 crores to the company. Gradually the biscuit skyrocketed to a massive turnover of 8000 crores in session 2018-20. Now the question arises– when the price of biscuits remains the same, then what makes the turnover of the company rise so high?

Parle-G: The Legacy of Taste Crafted by Visionaries

Parle-G: A Legacy Rooted in Tradition and Taste. Parle-G, a beloved biscuit brand, is under the ownership of the esteemed Chauhan family, specifically Vijay Chauhan, Sharad Chauhan, and Raj Chauhan. Parle-G is produced by Parle Products, a division of the company, with its headquarters nestled in the vibrant neighborhood of Vile Parle in Western Mumbai.

With a rich history, Parle-G holds the distinction of being one of India's pioneering brands. The Parle factory was established as early as 1929, and the production of the iconic Parle-G biscuit began in 1939. Following India's independence, the company embarked on an advertising campaign to promote its glucose biscuits, capturing the hearts of countless Indians. Originally named Parle-Glucose, it was later shortened to Parle-G in 1980 (where the "G" represents glucose or, in recent slogans, genius). Today, Parle-G biscuits are enjoyed worldwide, making their way to the United States, Europe, and Africa, spreading the delicious taste and heritage of Parle-G across the globe.

Parle-G - Logo and Meaning

              The logo of Parle-G stands proudly as one of the most recognizable and iconic symbols in India. Featuring a charming young girl, approximately 4-5 years old, the logo holds deep significance. It embodies the essence that Parle-G biscuits are suitable for individuals of all age groups, including young children who can benefit from its wholesome glucose components.

Parle-G has steadfastly maintained the integrity of its logo, understanding its pivotal role in conveying the originality and reliability of the product. By retaining the same beloved logo on its packaging, Parle-G fosters familiarity and aids customers in effortlessly recalling and identifying their favorite biscuit. This unwavering commitment to their distinctive logo underscores Parle-G's dedication to providing a sense of trust and reassurance to generations of loyal consumers.

Parle-G: Thriving Revenue and Expansive Growth

                  The distinguishing characteristic of Parle-G biscuits lies in their remarkable affordability and low cost. Priced at just seventy-seven rupees per kilogram, Parle-G falls under the category of below 100 'affordable' biscuits. This affordability factor has played a pivotal role in driving the growth and success of this iconic biscuit brand.

Being an affordable choice for consumers, Parle-G holds immense appeal, particularly during challenging times. It has become the preferred biscuit for people across all walks of life, offering a delectable and economical snacking option.

Parle-G's unparalleled popularity and consumer demand have propelled it to become a significant revenue generator for the company. In fact, Parle-G alone contributes to one-third of the company's total revenue, firmly establishing its dominance in the market. Surpassing the sale volume of nearly 50% of the company's entire production, Parle-G has emerged as the driving force behind the company's remarkable growth.

Notably, Parle-G achieved worldwide recognition by becoming the world's top-selling biscuit in 2011. Starting with a single factory in a suburb of Mumbai, the brand quickly expanded its presence nationwide. The success in India paved the way for its global expansion, with manufacturing units now operating in more than seven countries, including the United States, Nepal, Nigeria, Europe, and various parts of Africa. Parle-G's strategic approach of offering a popular and affordable snack has been instrumental in its expansion and global acclaim.

With over 130 factories across India, of which more than 120 are in continuous production, Parle-G biscuits are readily available at numerous retail stores, ensuring accessibility to a wide consumer base.

During the initial months of 2020, Parle-G witnessed an unprecedented surge in sales, breaking its own sales record that had stood for over eight decades. The brand gained a significant 5% market share in the competitive biscuit sector, particularly during March, April, and May of 2020. The surge in sales can be attributed to the lockdown imposed due to the COVID-19 pandemic, as people stocked up on essential and easily accessible food items, including Parle-G biscuits. Additionally, the company actively participated in relief efforts by distributing 3 crore packs as relief packages to those in need, making a positive impact during challenging times.

Parle-G experienced the highest growth rate among all biscuit brands, marking its best growth rate in the last 40 years. This growth trend echoes previous instances of crises in the country, such as earthquakes and tsunamis, where the sales of Parle-G soared exponentially.

As one of India's oldest and most beloved biscuit brands, Parle-G has remained a cherished tea-time snack for generations. It has consistently maintained its impeccable taste and quality throughout the years. Recognized as 'Bharat ka Apna Biscuit' (India's own biscuit), Parle-G proudly supports the #VocalForLocal campaign initiated by our honorable Prime Minister. In 2013, Nielsen declared Parle-G as the world's largest selling biscuit brand, further cementing its reputation on a global scale.

Parle-G - Overcoming Challenges

Establishment
During the early days, Parle-G faced significant challenges as it was established under British rule when advertising was scarce and difficult. However, the company took a bold step by daring to challenge the dominance of British-made biscuits. Additionally, setting up factories was a manual and arduous process, adding to the hurdles faced by Parle-G.

Low-cost Margin
Parle-G predominantly caters to rural populations, and its success heavily relies on meeting the needs of this specific demographic. The brand encountered difficulties when attempting to raise prices, resulting in a sharp decline in sales volume. Consumers demanded stable prices, compelling the company to maintain fixed pricing while adjusting net quantity to navigate the cost dynamics.

Withstanding Competition
In a market flooded with numerous brands offering cookies and cream biscuits, Parle-G faced the risk of losing its distinct identity. Competitors offered enticing packaging and glucose-based biscuits within a similar price range, posing a challenge to Parle-G's market share. However, Parle-G strategically positioned itself as a driver product in the biscuit market. By introducing multiple pack sizes and employing strong distribution management, the brand ensured widespread availability and reinforced its market presence.

Despite these challenges, Parle-G has managed to overcome obstacles and maintain its position as a beloved and iconic biscuit brand. Through strategic decision-making and adaptability, the company has successfully navigated the complexities of the market while preserving the unique packaging, taste, and low-cost advantage that define Parle-G.

Parle-G - Remarkable Achievements

             Parle-G holds the prestigious position as the leading biscuit brand in India, enjoying widespread popularity due to its affordability and widespread consumption. It has achieved a significant milestone by becoming the first indigenous biscuit brand to surpass the remarkable milestone of 5000 crores in revenue. This outstanding accomplishment solidifies Parle-G's status as the number one FMCG brand in India, gaining the trust and loyalty of countless consumers. The brand has consistently received accolades for its unwavering commitment to delivering high-quality products, earning recognition for its consistent quality. Notably, in 1976, Parle-Glucose biscuits were honored with the esteemed World Selection award at Geneva, further showcasing its excellence on the global stage.

Parle-G's reputation extends beyond the borders of India, as it has gained remarkable recognition in foreign markets. It has become a well-known and respected brand in countries such as the United States, parts of Africa, and Europe. From its humble beginnings as a small confectionery, Parle-G has emerged as the largest biscuit producer in India, a testament to its unwavering dedication and unparalleled success. These remarkable achievements have contributed to making Parle-G a truly unique and celebrated brand.