The importance of the brand reflects in Parle Products’ financials. In a yearly report titled Brand Footprint Report 2016, market research firm Kantar Worldpanel has ranked Parle as the most chosen fast moving consumer goods or FMCG brand since 2014, ahead of rival Britannia, last ranked number 4. This is why Parle-G is consistently ranked among the most enduring brands in India. The company had introduced the Parle girl initially to appeal to children-primary consumers of biscuits even today-even as adults now turn to specialized biscuits such as digestive cookies, Shah said. “This is unlike other biscuits where you talk about (in marketing and branding strategy discussions) the way you eat it, and why you eat it," Shah said. ![]() There are 7 variants to Tiger glucose biscuits compared to Parle’s single variant-Parle Gold-along with a special kids edition branded as Chota Bheem, and most are cream biscuits-a category sold at a significant premium to glucose ones. ![]() Since 1990, Parle-G has managed to retain 75-80% of the glucose biscuits market, while premium biscuits are worth only Rs5,000 crore in the total biscuits market, according to heads of several top biscuit makers in India.īritannia has already introduced several upgrades to its Parle-G competitor, Tiger biscuits. So, Parle-G continues to hold its own in the biscuit market dominated by Britannia and the higher-end biscuits offered by ITC Ltd’s Sunfeast and Australian premium entrant Unibic. Parle-G with chai, or with milk for kids, or with a coffee," he said, comparing its salience in an Indian home to that of atta, dal and other staples. For them, it’s more like a staple, because of the way it is consumed. “Parle-G for us is not a biscuit, and not just for us but for our consumers. “The way we look at Parle-G today is very different," Shah said. In the decades since Parle-G’s launch in 1939, Parle Products has kept the brand’s prices at the entry level, introduced only one premium variation, and even kept the vintage Parle girl affixed on packets. ![]() The secret to Parle G’s success? Sticking to its position as a glucose biscuit meant for the masses.
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