The Parle-G story: The world’s largest-selling biscuit brand
Parle-G has grown to become one of India’s most recognizable trademarks throughout the years. Nearly every Indian is familiar with the biscuit brand, which has dominated the market for a long time thanks to a winning mix of simple marketing techniques and potent branding. Mohanlal Dayal is the brains of Parle-G; his business career is a fantastic success story.
The origins of Parle-G may be traced to Mohanlal Dayal, who entered the confectionery industry in 1928 and founded the company in Mumbai. By 1938, however, Dayal had completely turned his attention to biscuits after seeing their limited appeal, which was mainly among the wealthy Indians and members of the British elite. This calculated action supported his goal of making biscuits affordable for the Indian populace.
The phrase Parle is included in the brand name Parle-G, which represents the company’s Mumbai roots. When the biscuits were first introduced, G stood for glucose because of their stated glucose content. The product became well-known among Indian customers and was well-accepted, particularly during the Swadeshi movement.
In response to Britannia’s intense rivalry in the 1960s, Parle-G developed a new tactic. A change in customer perception was signaled by the addition of a little girl to their packaging—a symbol that went on to become legendary. The G was also renamed to stand for brilliance. The business skillfully negotiated the competitive environment and kept control over the price of its biscuits.
Over time, Parle-G has changed and become three different brands: Hide & Seek, Crackjack, and Monaco. The brand accomplished a noteworthy milestone in 2013 when it became the first FMCG (fast-moving consumer goods) brand to reach sales of Rs 5000 crore in the retail sector. Impressive sales figures of almost Rs 8,000 crore worth of Parle-G biscuits were recorded in 2018–20.
Parle-G has become a household name because of Mohanlal Dayal’s strategic vision and capacity to adjust to changing market conditions. This is indicative of the success of an indigenous brand that appeals to India’s varied population.
The Parle-G story
Parle-G, short for Parle Glucose, is an iconic biscuit brand that has become a household name in India. The story of Parle-G dates back to the pre-independence era when the Parle Company was established in 1929 in the city of Mumbai. The founders, Mohanlal Dayal and Chauhan, started the company with the vision of providing affordable and nutritious biscuits to the masses.
The journey of Parle-G began with its first biscuit, the Parle-Gluco, which was later rebranded as Parle-G. The biscuit was introduced as an energy-boosting snack that could serve as a quick source of nourishment. During the 1930s and 1940s, when India was still under British rule, Parle-G gained popularity for its simple yet tasty biscuits.
Post-independence, as India underwent significant socio-economic changes, Parle-G continued to be a favorite among people of all ages. The biscuit’s affordability and widespread availability contributed to its immense success. Parle-G became synonymous with tea-time snacks, lunchbox treats, and a companion during travel.
The 1980s marked a crucial period for Parle-G as the brand underwent a revamp, introducing modern packaging and marketing strategies. The famous Parle-G girl, featured on the biscuit packs, became an enduring symbol of the brand. The catchy tagline “G for Genius” added to the brand’s charm and reinforced its association with academic excellence.
In the following decades, Parle-G faced tough competition from various international and domestic biscuit brands. However, its strong brand loyalty and commitment to quality helped it maintain a significant market share. The biscuit became a staple not only in urban households but also in rural areas, contributing to its widespread acceptance across diverse demographics.
Parle-G’s resilience was tested during economic fluctuations, and the brand adapted by introducing new variants and flavors, catering to changing consumer preferences. The biscuit’s versatility made it suitable for various occasions – be it celebrations, snacks for children, or a comforting treat for adults.
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