At a time when the Indian market was flooded with pricey, imported products, Mohanlal Dayal Chauhan entered the biscuit segment to sell affordable biscuits to Indians. Thus was born Parle-G, in 1939. The brand has stuck to the affordable pricing factor through the years and is still ruling the biscuit segment in the country. After 83 years, Parle-G remains the favourite biscuit brand in Indian households.
Parle-G became the first Indian FMCG brand to cross the Rs 5,000 crore mark in retail sales in 2013. According to Kantar’s Brand Footprint ranking report (2022), Parle-G remains the most chosen brand among fast-moving consumer products in India for the 10th consecutive year.
The first ad campaign of Parle-G was launched in 1947 when India became independent. The campaign showcased its Gluco brand of biscuits as an Indian alternative to British-branded biscuits. The first TV commercial for Parle-G was launched in 1982. The brand attained more popularity in the ’90s with its association with Indian superhero Shaktiman.
The world’s largest selling biscuit doesn’t just sell in the world’s largest biscuit market that is India, but in over 100 countries. It has also set up production abroad to cater to these markets.
It is not just product and price point, the brand has also managed to secure a position for itself that is endearing, ensuring that its market dominance born of consumer love is enduring. Parle-G, is indeed worthy of the ‘genius’ tag it pitched, as it remains relevant and responsible with campaigns like these.
The biscuit from India that the world loves to bite into, is something we can be proud of on #India75 eve.