I loved coming home after a hard day of work in second grade to some Parle-G, milk and “Wizards of Waverly Place.” Whenever I went to the local Indian store with my parents, I would ask for some Parle-G (or Thums Up, another one of my childhood favorites). The product is the essence of comfort and screams childhood. Chances are if you grew up in an Indian household, you have encountered the product multiple times and may even have them stashed in your pantry right now. Regardless of the different commodities put out by the Parle Gluco company, one product remains iconic: Parle-G. Even recently, in 2017, the company introduced Parle Platina, a premium biscuit. In 1956, they unveiled Cheeslings, and in 1972, created Krackjack. In 1941, the company expanded to make Monaco, a salty cracker. Over the years the company has evolved, gradually rolling out more diverse products. It also didn’t help that British-made biscuits were more expensive and exclusively for the wealthy.Īfter initially manufacturing orange candy and toffee, Chauhan decided to pivot his business to creating biscuits and in 1938, the company produced the first Parle Gluco – the snack now known by billions as Parle-G. Chauhan decided to create his own business so Indians would not have to rely on imported British products. The pro-India independence movement was based on non-cooperation and relied on a shift to Indian-only produced goods as a form of civil disobedience. The brand itself has been a symbol of Indian resilience throughout the years.Įstablished in 1929, Mohanlal Chauhan founded the Parle Gluco company based on Swadeshi movement ideals. While the puzzle of the real Parle-G baby’s identity remains unsolved, Parle-G’s cultural impact in India is no mystery.

Easily identified by its yellow-striped packaging and famous plump Parle-G baby imprinted on the front, it is estimated that around 16,383,600 individual biscuits are eaten every hour and over a billion packets are sold each month. Often associated with tea time, the crunchy, crumbly and sweet biscuit is well-known throughout India. What is Parle-G, you ask? For those unaware, Parle-G is only the world’s best-selling biscuit according to the Nielsen Corporation, surpassing products like Oreo and Chips Ahoy. I’m talking about the one and only Parle-G. Based on the SWOT analysis, which has been done in detail, we can deduce the issues and constraints affecting the product and its Target base.Nothing beats the spicy-warm flavor of morning chai accompanied by biscuits - but it’s not just any type of biscuit. Parle-G has been strongly associated with offering the Value for Money, a marketplace perception that had remained unfaltering for more than 60 years.The market share is highest with Parle-G because of the Value for Money it awards to its consumers. It is a very price sensitive market owing to the Value for Money (VFM). Nevertheless, Parle-G has no staunch brand loyalty. It also has the largest distribution network. It is a market leader for the established product Parle-G.

This is caused due to the increase in prices of raw materials, resulting in falling profit margins. Parle-G is an established company globally, but it currently faces a huge problem. Moreover the availability of the product in India and its Exports has also been mentioned. Their strategies in terms of public relations and advertisements which resulted in its huge market share have also been touched upon. This case study also looks back into the history of this brand and highlights the ideals on which it was formed. Further, it also brings to focus the infrastructure available to the company which helps it to maintain supply and the awards it has won over the years. The Objective of the case study is to find out the reasons for the preference of people in Glucose biscuit also to know why Parle-G is no. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl covering the front. Parle-G or Parle Glucose biscuits are one of the most popular confectionery biscuits in India.

Almost 2 million tons of biscuits are produced in India each year and consumption is growing at 10-12 per cent annually. Both Biscuits and Bread are items of mass consumption in our Country. ABSTRACT: Bread and biscuits constitute the largest segment of consumer food in India.

Parle g biscuit model