Parle-G

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Parle-G
Parle G
Parle G

Parle-G or Parle Glucose is a brand of biscuits manufactured by Parle Products in India. As of 2011, it is the largest selling brand of biscuits in the world according to Nielsen.[1]

History[edit]

Parle Products was established in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to the British biscuits.[2]

Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until 1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".

In 2013, Parle-G became India's first domestic FMCG brand to cross the INR 5,000 crore in retail sales.[3]

Popularity[edit]

Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the distinct depiction. Mayank Shah, group product manager at Parle Products, puts all the folklore to rest and reveals: It's actually an illustration by an Everest creative back in the 60s. People have created their own stories about the kid being a girl and assigned names of their own accord and others just caught onto them, a lethal combination of rumour and grapevine. A Myth doing the rounds about the illustration is that she is Neeru Deshpandey from Nagpur, if you believe a post on Quora where a user has raised a question on the identity of the evergreen Parle-G kid. The anonymous post adds that the picture was clicked when she was 4 years 3 months old.[4]

Now it is available in plastic wrapping. Design of packaging is the same as earlier. When the company changed the packaging of Parle-G from wax paper to plastic, they made an ad of putting Parle-G in fish tank. The Brand Trust Report, published by Trust Research Advisory in 2011, ranked Parle in the 58th position of the Most Trusted brands of India.

As of January 2013, Parle-G's strong distribution network covered over 6 million retail stores in India.[5]

The low price is another important factor in Parle-G's popularity. Outside India, it is sold for 99 cents for a 418 gram pack as of 2012. A more common 80 gram "snack pack" is sold for as low as 15 cents at Indian grocers, and 40 cents at major retailers.

References[edit]

  1. ^ "Parle-G world's No 1 selling biscuit: Nielsen". Economic Times. 2011-03-03. Retrieved 2011-10-12. 
  2. ^ Jill Didur (2006). Unsettling partition: literature, gender, memory. University of Toronto Press. p. 22. ISBN 978-0-8020-7997-8. 
  3. ^ 73-year-old biscuit pioneer, Parle-G becomes India’s first homegrown Rs 5M crore FMCG brand. Economic Times, 13 February 2013.
  4. ^ [1] By Shephali Bhatt. ET Bureau, 30th Oct 2013
  5. ^ Will Parle-G be relevant to the next generation? by Preethi Chamikutty. Economic Times, 16 January 2013.

Further reading[edit]

External links[edit]