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“Successful products are sold through genuine ads,” David Ogilvy once said, and showing the authenticity of this statement is a biscuit brand that not only proved out to be a fantastic product but has impacted millions of people’s lives. Parle-G, a promising influential brand accompanied by a legacy that has grown over time to become the world’s best popular biscuit brand for more than 87 years.
David Ogilvy once said: “Good products can be sold by honest advertising,” and proving the validity of this quote is a biscuit brand that not only turned out to be a great product but also touched the lives of millions of people. An iconic brand backed by a history with British Raj and Independence of more than 75 years that has evolved over time to become the world’s largest selling biscuit brand. A brand that never differentiated its customers based on their income levels. A brand born before its country emerged as an independent nation.
A brand that has never distinguished its consumers based on their levels of income. A brand born before the birth of its country as an independent nation. Youngsters will remember childhood memories of enjoying Parle-G biscuits with a hot cup of chai or coffee in the evenings.
Parle G is a household name for the easy and nutritious milk biscuit and is perhaps the biggest reason for Parle becoming the brand it is today.
Parle-G is the oldest product of the Indian brands. Its formation was back in the rule of Britishers over India. The road to success story was very legendary as its brand’s goodwill. Continue reading to know how Parle G has expanded from a small base to be among the top brands in today’s FMCG industry.
1929: Establishment of Parle-G
Parle was born during the reign of the British Raj in 1929 by the Chauhan family in Vile-Parle, Bombay. Mohanlal Dayal Chauhan belonged to a silk trading family and bought a renovated factory for the production of confectionery. Mohanlal migrated to Germany to study the confectionery industry and back to India with the competencies necessary in 1929, during which he set up his initial plant. The plant was called House of Parle after the suburbs in which it was built, Vile Parle. The company only had 12 staff at the preliminary step, and all these 12 staffs are members of the family only.
Parle-G: Brand you know but Struggle you don’t
Originally, Parle produced and marketed peppermints, sugar, and toffee. The very first Parle line was the classic orange candy that has gained popularity until now. Biscuits were luxurious goods during the British era and were only made and enjoyed by the wealthy class.
The biscuits were imported from other, often British, countries. The business perfected the world of confectionery and toffee. The First-ever Parle G biscuit was made in 1939 after the outbreak of World War 2. In the start, Parle Gluco was its name.
This biscuit crafted of wheat is really cheap and the majority of Indians will easily purchase this biscuit. In the second world war, the British-Indian army starved its hunger by Parle Gluco. In India, the Swadeshi Movement began to encourage Indian people to buy only Locally made products to decrease their reliance on imported British goods. Prompted by the Swadeshi Movement’s growing popularity, Parle agreed to produce biscuits that back then were a luxury imported commodity.
The Swadeshi Movement started in India to urge Indian citizens to purchase only Indian products in order to reduce dependency on imported British products. Spurred by the increasing prominence of the Swadeshi Movement, Parle decided to manufacture biscuits which were a premium imported product back then. The famous British products controlling the market were United Biscuits, Huntley & Palmers, Britannia, and Glaxo.
Name Revised in 1982
Parle Gluco was changed to Parle G in 1982 because the firm would not have a patent on the term Gluco. So other businesses on the marketplace are beginning to take advantage of the term Gluco or Glucose and consider utilizing it at the end of their name for biscuits.
Because of this, revenues of parle were hugely affected. That is the primary way of changing the name of the parle glucose biscuit.
There are 400 million Parle G biscuits being made every day as of currently. Annually, 14,600 crore biscuit packets are sold.
The company has tackled rivalry over the decades like nothing else. The only biscuit which has been constant in flavour for centuries. There is no substitute for Parle G. The right buddy for Parle G, our favourite Chai!
So, let’s go ahead with the X-factor of Parle-G biscuits.
Parle G is priced at ₹5 and is considered to be one of the most affordable biscuits. The company makes sure that it is accessible to the present community, even in the most distant areas, with its low price policy. While inflation has been on the rise in India mostly every year, Parle-G, with its continual invention in the last decade, guarantees that its rates do not rise after a certain amount. The potential value for the consumers is high for such a low price.
While one of the reasons for the strong adoption of Parle-G by the public is the low price, there is another significant reason because Parle-G is such immense success, — in other words great taste and consistency of biscuits. The flavour of biscuits is so typical that it is enjoyed by persons of different ages.
Though the low price is one of the factors for the high acceptability of Parle-G by the masses, however, there is another big factor due to which Parle-G is such a huge success i.e. good taste and quality of biscuits. The taste of the biscuits is so generic that it is liked by people of all ages. The truth of its high acceptability is true in the sense that Parle-G is used as ‘a a verb’ each time someone at a tea stall wants to eat a biscuit (‘Bhaiya, Ek Parle-G do).
Here are some yummy products of Parle-G:
- Biscuits and cookies
- Confectionery (Toffees)
- Snacks (Wafers)
- Cake (Happy Happy cakes)
- Rusk (Rusk Toast)
- Platina Range (Like Hide n Seek, Milano)
- Hand Sanitizer (Parle Suraksha)
Parle-G packets come packaged with the picture of a little girl on the wrapper in red and yellow wax paper. To establish a strong identity and communicate with individuals, the picture on the packet is used. Parle-G hasn’t played much with its packages all these centuries and kept it very plain and quaint. This gradually enables the business to distinguish itself from the challengers and contributed to a high consumer retention rating.
‘Bharat ka Apna Biscuit’ is the brand name of Parle G. The company has been making memories since 1939 with its powerful Television and print commercials. In its promotional campaigns, it has been very successful and maintains that it reaches all segments: be it teenagers, young adults, or the aged.
Parle-‘G G’s Maane Genius’ initiative had been such an initiative that targeted children and is now a major hit. The biscuit company saw an immense rise in its revenues shortly after the initiative and further increased its supremacy in the industry.
Parle-G initiative for COVID-19
Biscuits mega Parle Products declared that, via government agencies, they would donate three crore packs of biscuits, especially to the poor people, with the nation heading for a 3-week quarantine due to the coronavirus outbreak. Recently, during the coronavirus outbreak, the biscuit brand reported a rise in demand where not only labourers were provided Parle-G, but also people working from home filled their soup kitchens.
Here we come to the end of the blog but it is said that the end of anything is the beginning of everything. .Albert Einstein has rightly quoted “Try not to become a man of success, but rather try to become a man of values”. Parle-G never increased its price of the product due to its competitors, it maintained its price nominal so that every class of society can afford to buy the product. And by this strategy, Parle-G has become a brand to be known.
They have maintained their course of value and were not behind the success. Hence success came to them. Parle-G is India’s widely eaten biscuit that not only connects users who want to eat something healthy with pleasurable moments, as well as being affordable to those who belong to the less fortunate parts of society.
With every aspect from British raj to Independence, Parle-G has gone through many struggles and became the famous brand that adds value to its products by serving the customers from their hearts and not for money purposes.