Product details

Parle Products (Parle) was started by Mohanlal Dayal Chauhan in 1929. In 1938, Parle came up with Parle Gluco but soon the market was flooded with similar kind of glucose biscuits. In order to differentiate itself, Parle renamed Parle Gluco to Parle-G. Over the years, Parle-G offered affordable and quality biscuits to the customers. But slowly the trend of biscuit consumption had changed. With rising disposable income, the consumers started to demand premium range of biscuits and cookies in the market. Along with this, Britannia and ITC gave stiff competition to Parle by launching new variants of biscuits in the market. This was challenging for Parle and the company was forced to come out with premium range of biscuits like Parle Milano and Hide & Seek to counter the situation. The company also launched Parle Platina which was seen as the futuristic brand for Parle. However, Parle still faced challenges of finding its relevance among the young customers who were not so loyal towards Parle and were also unaware about Parle's legacy. The company in order to connect with millennial customers launched '#YouareMyParleG' campaign which helped to revive and promote its brand. At the same time, industry observers questioned the new marketing strategy adopted by Parle to divide the offerings into Heritage and Platina range. Amidst this, the analysts wondered whether Parle with its recent shift from mass to premiumisation with Parle Platina would be able to help the mother brand to get rid of its low-priced and functional image.