Parle-G success story | Case study on Parle-G biscuits

Parle-G is a very well known brand known for their cookies. Parle Products Private Limited owns it. A survey was conducted in 2011, the results of which were quite surprising. Parle-G became the best-selling biscuit of the year. With the brand being local, this was a proud moment for the company. The Parle product company claimed it had the highest sales of Parle-G in the 2020 lockdown.

It is not easy to found a company and make it successful worldwide. Parle-G is one of the oldest biscuit brands in India. The founder of this, the Chauhan family, needed great information about what the rural population wanted from their food. Biscuit was the answer. After the end of British rule, advertisements featuring this biscuit became famous. At that time the importance of advertising was recognized and with this brand the seeds for future success were laid.

Let us know about the journey of one of India’s oldest biscuit brands, and it’s a success story. Parle-G is the best-selling pastry in the world. You might be surprised the company hasn’t increased the price of biscuits in the past 25 years. It’s not like the company never tried. It became a big protest when the biscuits cost 0.50 rupees more.

In 2013, Parle-G gave the company a turnover of more than 5000 crores. Gradually the biscuit skyrocketed to massive sales of 8000 crores in the 2018-20 session. Now the question arises – if the price of biscuits stays the same, then what makes the company’s sales soar?

Parle-G – founder and history
Parle-G – logo and meaning
Parle-G – sales and growth
Parle-G – challenges
Parle-G – successes
Parle-G Frequently Asked Questions

Parle-G secrets of success

Parle-G – founder and history

The Parle-G biscuit brand is owned by the Chauhan family. Parle-G is a production of the Parle Products part of the company. The company was owned by Vijay Chauhan, Sharad and finally Raj Chauhan. The headquarters were set up in a neighborhood called “Vile Parle”. This was in the western part of Mumbai.

Historically, this brand was one of the first Indian brands. Parle’s factory was founded in 1929. Production of the Parle-G began in 1939. And finally, after independence, this company began running ads to promote their biscuits. The advertisements showed glucose biscuits and were preferred by Indians in large numbers.

The biscuit was initially referred to as parle glucose until 1980. Then it became Parle-G (G stands for glucose, which was in the biscuit, but in more recent slogans it stands for genius). This biscuit is now sold worldwide in the United States, Europe, and Africa.

Parle-G TV Advert – 1980s

Parle-G – logo and meaning

Parle G logo
Parle G logo

Parle-G’s logo is one of the most famous in India. The logo shows a little girl around 4-5 years old. The logo is meaningful as it shows that all ages can eat the biscuit and the glucose components are even suitable for children.

Parle-G never changed the logo as it is crucial to illustrate the originality and stability of the product. The same logo in the packaging can help customers remember and recognize it.

Parle-G – sales and growth

The main characteristic of Parle-G cookies is their low cost and affordability. The Parle-G biscuit brand sells for seventy-seven (77) rupees per kilogram and is part of under 100 “affordable” biscuits. This quality is most important to the growth of this biscuit brand.

Parle-G alone generates a third of the company’s turnover. The Parle-G dominates the sales volume of around 50 percent for the company’s total production. Recently, the company calculated an overall growth in the market of 5 percent, and Parle-G surprisingly contributed more than 80 percent to that growth rate. Parle-G became the world’s best-selling biscuit in 2011; it has been recognized worldwide.

The first factory built in a suburb of Mumbai soon spread across the country. Parle-G currently has production facilities in 7 countries. Parle-G soon started exporting its biscuits worldwide. These cookies are sold in the United States, Nepal, Nigeria, Europe, and several parts of the African continents. The company started with the right strategy – making a popular, affordable snack. And this is the main reason for its growth and expansion.


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Parle-G – challenges

Facility

In the first few days, the Parle-G company struggled as it was founded during British rule. At the time, advertising was very problematic and rare. They even took the risk of challenging the UK made biscuits which was a very brave move on their part. Also, at the time, setting up factories was difficult and everything was done manually.

Inexpensive margin

Parle-G’s consumers are primarily the rural population. Due to its profound locality, the majority of its sales and product growth depends on the needs of the population.

They tried to increase the price of the brand, which dramatically decreased the volume of the brand. Consumers wanted stable prices. They are tied to a fixed price so they manipulate the net quantity by keeping the price stable.

Resistance risk

The real identity of Parle-G is its unique packaging, taste and low cost margin. The market is inundated with such other brands that offer biscuits and cream cookies. They offer attractive glucose-based packaging and biscuits with a similar price range.

Parle-G penetrates the biscuit market as a driving product. They come with multiple size packs with strong distribution management. Make the product available everywhere.


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Parle-G – successes

Parle-G is at the forefront of all biscuit brands in India. Its affordability makes it the most commonly eaten biscuit. It was the very first indigenous brand of biscuits to break the 5,000 billion mark. Parle-G has also become the number one FMCG brand in India. It is one of the trustworthy brands. It was recognized for its regular and consistent quality. In 1976, the Parle-Glucose biscuits won the World Prize Selection in Geneva.

Its recognition in overseas markets has made it a very well-known brand in the United States, parts of Africa, and Europe. From a small confectionery factory, Parle-G is now the largest biscuit manufacturer in India. And that’s what makes it unique.

Parle-G Frequently Asked Questions

Who owns the Parle-G brand?

Vijay Chauhan and the family own Parle-G.

Who is the founder of Parle-G?

Mohanlal Dayal Chauhan is the founder of this biscuit brand.

Does Parle-G sell anything other than cookies?

Parle-G is a biscuit brand from Parle Products. Parle sells a wide variety of foods.

When was Parle G Keks founded?

Parle-G was founded in 1939.

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