Parle Products revamped Parle G with the help of O&M, positioning it as aiding intelligent curiosity with the tagline, G for Genius. This marked the beginning of the first ever entrepreneurial dairy revolution in India. We introduced Monaco, India’s first salted cracker. Parle-G is born We baked our first biscuit in 1938: Parle Gluco. As the makers of the worlds largest selling biscuit, Parle-G. Even with increased penetration, glucose's share has declined. Since 1929, we have grown to become Indias leading manufacturer of biscuits and confectionery. However, with aspirations, biscuit consumption has moved to new premium formats. A 2011 Nielsen survey reported that it is the best-selling brand of biscuits in the. Kapadia says, "It helped that it had everything in-house - packaging, procurement. Parle-G is a brand of biscuits manufactured by Parle Products in India. Even when the key ingredient prices (vanaspati, sugar and wheat) went north, its price hovered at Rs 4 for a pack. Parle G has also kept pricing in check, though not always leaving it unscathed. Till its second factory came up in 2000, Parle turned to contract manufacturers.
In 1997, Britannia relaunched Glucose D as Tiger and filled gaps left by Parle G's short supply. While Kulkarni says owing to governmental restrictions on ramping up capacity, Parle G's supply had to be rationed by 20 per cent. The glucose market was 60-70 per cent of the overall market." Glucose is now 22 per cent of Rs 24,000 crore and Parle G is around 80 per cent of it, reaching 6 million outlets. Praveen Kulkarni, general manager, marketing, and with the company since mid-90s, says, "Parle G, till the 1980s commanded over 95 per cent. Kapadia says, "It wanted to sell biscuits in consumer-friendly packs, rather than leave them loose in jars." Parle resorted to importing and patenting its own packing machinery as early as the fifties. What are your thoughts on Parle-G? Let us know in the comments below.It was the belief in branding that also made Parle G's makers self-reliant, build scale and maintain pricing. "This technique is called graceful degradation where something not-so-desirable happens so steadily that the consumers don’t feel the consequences of it," Director of Design at Swiggy. Read more: On IndiGo flight, MD Rahul Bhatia's tea with Parle-G biscuitsĭescribing the technique as graceful degradation, he explained that companies manufacturing potato chips, chocolate bars, and toothpaste, among others also follow it. It is an affordable biscuit the brand has used a low pricing strategy to make the product available to everyone, even in the.
"It first started with a portion of 100 gm and a few years later they made it 92.5 gm and then to 88 gm and as of today, the small packet that costs Rs 5 weighs 55 grams, which is a good 45 per cent reduction from what they had started with in 1994," Prakash said. Therefore, instead of hiking the prices they slowly and steadily kept reducing the size of portion over time, while maintaining the perception of small packet.
Since then, Parle G biscuit has always remained in the heart of people and holds one-third of its brand’s profit. It was only in 1982, when the brand renamed their glucose biscuits ‘Parle G’ along with a change in their packaging material to a low-cost printed plastic. "Along with many operational optimisations, Parle also applied an incredible psychological hack to achieve this fete."Įlaborating on the hack, he added, "Now, when I say 'small packet', what comes to your mind? A packet which nicely fits in your hand holds a handful of biscuits? Majority of us would perceive it that way and Parle knew it very well." But it failed to distinguish Parle Glucose biscuits from other brands. Ever wondered how is that even possible?" Prakash shared on LinkedIn. Parle G Biscuit product price in India ranges from 5 to 5,000 INR and minimum order requirements from 1 to 7,200. "In the year 1994, the price of a small packet of Parle-G was Rs 4 and it remained that until 2021, when it was hiked by a rupee. As the biscuit staple thrived for 25 years without changing its price, Saptarshi Prakash, Director of Design at Swiggy, recently shared some insights on how Parle-G is still available for Rs 5. Parle-G is a brand of easily available and affordable packet of biscuits to some and an emotion to others.
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