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

Sushree Sangeeta Behera Sushree Sangeeta Behera
Sep 11, 2021 6 min read
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. Β 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 - FAQs

Parle-G Success Secrets

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 TV Commercial- 1980s

Parle-G - Logo and Meaning

Parle-G Logo
Parle-G Logo

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 alone generates one-third of revenue for the company. The Parle-G is dominating the sell volume of around 50 percent for the total production of the company. Recently the company calculated an overall growth of 5 percent in the marketplace, and surprisingly Parle-G contributed more than 80 percent 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. At present, Parle-G has manufacturing units in 7 countries. Parle-G soon started exporting its biscuits worldwide. The United States, Nepal, Nigeria, Europe, and several parts of the African continents are where these biscuits are sold. The company started with the right strategy- making a popular, affordable snack. And this is the prime reason for its growth and expansion.


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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. Β 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. Β 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 Β Africa, and Europe. Β From a small confectionery, Parle-G is now the largest biscuit producer in India. And this is what makes it unique.

Parle-G - FAQs

Who owns the brand Parle-G?

Vijay Chauhan and the family owns Parle-G.

Who is the founder of Parle-G?

Mohanlal Dayal Chauhan is the founder of this biscuit brand. Β 

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.

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