Parle-G Success Story: A Case Study of The Bestselling Biscuits Brand

Parle-G is a very famous brand known for its biscuits. Parle Products Private Limited owns it. In the year 2011, a survey was conducted, and the results were quite surprising. Parle-G got to be named as the most widely selling biscuit of that year. As the brand is indigenous, this was a proud moment for the company. Parle products company claimed that they had achieved the highest sell of Parle-G in the lockdown 2020.

Starting a business and making it a worldwide success isn't easy. Parle-G is one of the oldest biscuit brands in India. The founder of this, the Chauhan family, needed a piece of great information as to what the country's people wanted in their food. Biscuit was the answer.  After British rule ended, ads featuring this biscuit got famous. The importance of advertising was recognized at those times, and this was when a future success seed was planted by this brand.

Let's know about the journey of one of India's oldest biscuit brands, and it's a success story. Parle-G is the most selling biscuits in the world. You will be surprised to know that the company didn't increase the biscuit price for the last 25 years. It's not like the company never tried it. It turned into a great protest when the biscuits cost even Rs.0.50 more.

In the year 2013, Parle-G gave a turnover of more than 5000 crores to the company. Gradually the biscuit skyrocketed to a massive turnover of 8000 crores in session 2018-20. Now the question arises– when the price of biscuits remains the same, then what makes the turnover of the company rise so high?

Parle-G - Founder and History
Parle-G - Logo and Meaning
Parle-G - Revenue and Growth
Parle-G - Challenges Faced
Parle-G - Achievements

Parle-G - Founder and History

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

Historically, this brand was one of the first Indian brands. The factory of Parle was established as early as 1929. The Parle-G was started to be made in the year of 1939. And finally, after independence, this company started putting up ads to promote its biscuits. The ads showcased glucose biscuits and were favored by Indians in a large number.

The biscuit was at first named as Parle-Glucose till the year 1980. After this, it became Parle-G ( G stands for glucose that was present in the biscuit, but in recent slogans, it stands for genius). This biscuit is now being sold worldwide, in the United States, Europe, and Africa.

Parle-G - Logo and Meaning

The logo of Parle-G is one of the most well-known in India. The logo shows a young girl child, about the age of 4-5. The logo is significant as it shows that all age groups can eat the biscuit and the glucose components are suitable for kids even.

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 to remember and recognize it.

Parle-G - Revenue and Growth

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

Parle – G comes under the Rs 100 per Kg category, which makes it affordable for everyone and makes it the popular choice for people during such desperate times.

Parle-G alone generates one-third of revenue for the company. Parle-G is dominating the sale volume of around 50% of the total production of the company. Recently the company calculated an overall growth of 5% in the marketplace, and surprisingly Parle-G contributed more than 80% of this growth rate. Parle-G became the world's most giant selling biscuit in 2011; it was recognized worldwide.

The first factory, which was set up in a suburb of Mumbai, soon came to be spread nationwide. As soon as Parle-G became a hit in India, it started exporting its biscuits worldwide. At present, Parle-G has manufacturing units in 7+ countries. The United States, Nepal, Nigeria, Europe, and several parts of the African continents are where these biscuits are currently sold. The company started with the right strategy - making a popular, affordable snack, and this is the prime reason for its growth and expansion.

The company currently has 130+ factories in India out of which 120+ factories are currently producing continuously. This makes the biscuits available at most of the retail stores.

Parle-G, the most loved and the most widely recognized biscuit brand in India saw its sales skyrocketing during the initial months of 2020, and made headlines for breaking its own eight-decade-old record of sales. The company said in an official statement that it has registered the best sales figures breaking the 82-year-old record. Parle also gained a 5% market share in the biscuit sector during the same time, which is a highly competitive one, during March, April and May of 2020. These were the best months of its business since the company started.

Owing to the lockdown due to the Corona Virus (COVID-19) pandemic in 2020, people started stocking essential and easily available food items including the popular biscuit Parle–G. Other than this, many NGOs and Government Agencies bought many Parle–G packets for the distribution of relief packages. These facts led to the large sales of the biscuit. The company itself distributed 3 crore packs as relief packages to the needy. The very affordable 5 Rupee packs came in handy to many migrant workers and laborers who had to travel by foot to return to their native places.

Parle gained the highest growth rate among all the other biscuit brands. The growth rate increase is also its best growth rate in the last 40 years. The company also said that this type of growth is also previously experienced during other phases of crisis in the country like earthquakes and tsunamis when the sales of Parle–G went up exponentially.

Parle – G, which is very popular for many decades is one of India’s oldest and best biscuit brands and has been serving constantly as people’s favorite tea-time snack for many generations. It has also maintained its taste and quality during all these years. Known as ‘Bharat ka Apna Biscuit’, the biscuit company supports the #VocalForLocal campaign, started by our Honorable Prime Minister. It was also declared the world’s largest selling biscuit brand by Nielsen in the year 2013.

Randeep Hooda’s Plea to Parle – G

Famous Bollywood actor Randeep Hooda after the news of the record-breaking sales of Parle-G, tweeted about Parle – G, asking them to end the use of plastic for its packaging, which is badly affecting the nature. He requested the company to switch from plastic packaging to a biodegradable material.

In his own words, Randeep Hooda said, “My whole career is fuelled by chai and Parle-G since theater days. Can you imagine how much less single use plastic waste there will be if just Parle-G changed it’s packing to an alternate biodegradable material? Now the sales are up let’s see the contribution to a better Tom (tomorrow) too”

The actor who is known as a nature lover and has previously worked for this cause has come up with a very good suggestion for the company here.

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Parle-G - Challenges Faced

Establishment

In the initial few days, the company of Parle-G was struggling as it was established during British rule. At that time, advertising was very problematic and rare. They even took the risk of challenging the British-made biscuits, which was a very bold move made by them. Also, setting up factories at that time was difficult, and it was all done manually.

Low-cost margin

The consumers of Parle-G are primarily rural populations. Due to its profound locality, most of its revenue and product growth is dependent upon the population's needs.

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

Risk of withstand

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

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

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Parle-G - Achievements

Parle-G is at the top of all biscuit brands in India. Its affordability makes it the most widely-eaten biscuit. It became the very first indigenous biscuit brand to cross the 5000 crore mark.  Parle-G has also become the number one FMCG brand in India. It is one of the trustworthy brands. It has been awarded for its regular and consistent quality.  In 1976 the biscuits Parle-Glucose won the award world selection at Geneva.

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

FAQs

Who owns the brand Parle-G?

Vijay Chauhan and his 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 biscuits?

Parle-G is a brand of biscuits manufactured by Parle Products. Parle wholesales a variety of food products.

When was Parle G biscuit established?

Parle-G was established in 1939.