Parle-G

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Parle-G
Parle-G Biscuit.jpg
A Parle-G biscuit
Owner Parle Products
Markets predominantly India
Tagline The Tasty Healthy Food: World's Largest Selling Biscuits
Website parleproducts.com

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 as confectionery 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 the 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. The wrapper features a young girl (an illustration by an Everest creative back in the 1960s).[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.

As of January 2013, Parle-G's strong distribution network covered over 6 million retail stores in India.[5] The Brand Trust Report ranked Parle-G as the 42nd most trusted brand of India in 2014.[6]

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.
  6. ^ "India's Most Trusted Brands 2014". 

Further reading[edit]

External links[edit]