The humble rectangular Parle G biscuit is a regular feature in almost everyone’s morning breakfast. One of the most popular biscuits, Parle G is a chai staple in the country and most of us have also grown up having or still have it with a glass of milk.
Mohanlal Dayal is known to have founded the House of Parle in 1928. The brand’s first factory was set up in 1929 in Mumbai with just 12 people making confectionery. It was only in 1938 that Parle forayed into biscuits with Parle Glucose.
Parle launched an ad campaign in the year 1947 to compete with foreign brands and promote Indian biscuits. The ad campaign ignited the patriotic sentiments of Indian consumers and it became an instant hit and was embraced by the Indian masses as a ‘Desi’ brand.
Parle G is priced at ₹5 and is considered to be one of the most affordable biscuits. With its low pricing strategy, the brand has ensured that it is available to the population present even in the remotest of locations. For such a low price, the perceived value for the customers is high, resulting in more sales.
The taste of the biscuits is so generic that it is liked by people of all ages. The fact of its high acceptability is evident from the fact that Parle-G is used as ‘a verb’ every time somebody wants to consume it.
Parle-G biscuits come wrapped in red and yellow wax paper with the image of a small girl on the pack, which has not changed over the years. The image on the packet is used to build a brand association and connect with people.
Parle G is brandingitself as – ‘Bharat ka Apna Biscuit’. With its effective TV and print ads, the brand has been creating memories since 1939. With its advertising campaigns, it targets all the segments: be it kids, the youth or the elderly.
An iconic brand backed by a history of more than 75 years that has evolved over time to become the world’s largest selling biscuit brand. A brand that never differentiated its customers based on their income levels. A brand born before its country emerged as an independent nation.
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