Parle-G is one of the oldest and biggest biscuits in India. In 2021, Parle-G became the world largest selling biscuit brand.
But have you ever considered how Parle-G made this position? Starting a business and driving it to worldwide success is not easy for anyone, but Parle-G did that and created its own story of success, and they have built its goodwill in the market by providing good quality.
Nowadays, Parle-g’s name remains on every Indian citizen’s tongue. So, let’s see how Parle-G did this. We are going to discuss the Parle-G case study, So keep reading to learn more!
Journey Of Parle-G
The first factory of, Parle-G, was founded in 1929 by the Chauhan family. However, the production of biscuits was started in 1939. After independence, Parle-G started putting advertisements to promote the business. They showed that they were selling glucose biscuits, and this was favored by Indians at large.
The biscuit was first called Parle-Glucose until 1980 when it was then renamed Parle-G (G stands for glucose which was an ingredient in the biscuit, but in recent slogans, it’s being marketed as standing for genius). The biscuit is now sold worldwide in places such as the United States, Europe, and Africa.
Parle-G – Logo
The logo of Parle-G has a different craziness. The logo shows a young girl child aged around 4 to 5. This logo represents that all age groups can eat the biscuit and that the glucose components are suitable for kids even.
Parle-G always keeps the logo the same as it is significant to illustrate the originality and strength of the biscuit. Moreover, the same logo in the packaging can help customers to recognize and remember it. Whenever they see it, they will know that it’s the same product they’ve been eating for years and that it hasn’t changed – which can comfort them and make them more likely to buy it again in the future.
Parle-G – Growth & Revenue
The most defining characteristic of Parle-G biscuits is their low cost. Affordability is key for this biscuit brand’s growth – a kilogram of Parle-G biscuits sells for just 77 rupees, making it one of the most affordable ‘below 100’ biscuits.
Parle-G biscuits come in at under Rs 100 per Kg, making them a cheap and affordable option for people during difficult times.
Parle-G biscuits make up one-third of the company’s total revenue. They contribute to around 50% of the company’s total sales volume. Recently, the company saw an overall growth rate of 5% in the marketplace – and surprisingly, Parle-G biscuits made up for more than 80% of that growth. In 2011, Parle-G was recognized as the world’s best-selling biscuit – a title it still holds to this day.
The company has more than 130 factories in India, and more than 120 of them are currently in production. This means that our biscuits are available at most retail stores.
Parle-G’s biscuit sector share increased by 5% during the highly competitive months of March, April, and May of 2020. These were the company’s best months in business since it started. The 2020 coronavirus pandemic lockdown led people to stock up on easily available and essential food items, including the popular Parle–G biscuit. In addition, many NGOs and government agencies purchased Parle–G packets for distribution in relief packages.
These facts made the biscuit company’s sales skyrocket. They distributed 3 crore packs of biscuits to people in need as relief packages. The very affordable 5 Rupee packs were perfect for laborers and migrant workers who had to travel by foot to return to their homes.
Parle-G – Challenges Faced
Establishment
In the initial few days, the company of Parle-G was struggling as it was established during British rule. At that time, advertising was very problematic and rare. They even took the risk of challenging the British-made biscuits, which was a very bold move made by them. Also, setting up factories at that time was difficult, and it was all done manually.
Low-cost margin
The consumers of Parle-G are primarily rural populations. Due to its profound locality, most of its revenue and product growth is dependent upon the population’s needs.
They tried to increase the price of the brand, which dramatically decreased its volume of the brand. Consumers demanded stable prices. They are bound to keep a fixed price, so they manipulate the net quantity by keeping the price stable.
Risk of withstand
The real identity of Parle-G is its unique packaging, taste, and low-cost margin. The market is flooded with other brands having cookies and cream biscuits. They provide attractive packaging and glucose-based biscuits with a similar price range.
Parle-G as a driver product penetrates the biscuit market. They come up with multiple-size packs with strong distribution management. Make the product available everywhere.
Parle-G – Achievements
Parle-G is at the top of all biscuit brands in India. Its affordability makes it the most widely-eaten biscuit. It became the very first indigenous biscuit brand to cross the 5000 crore mark. Parle-G has also become the number one FMCG brand in India. It is one of the trustworthy brands. It has been awarded for its regular and consistent quality. In 1976 the biscuits Parle-Glucose won the award of world selection at Geneva.
Its recognition in foreign markets has made it a very well-known brand in the United States, parts of Africa, and Europe. From a small confectionery, Parle-G is now the largest biscuit producer in India. And this is what makes it unique.