History of Parle G

Topics: Marketing, Target market, Sales promotion Pages: 14 (3347 words) Published: October 28, 2010

A long time ago, when the British ruled in India, a small factory was set up in the suburbs of Mumbai City, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called PARLE PRODUCT, survived and succeeded by adhering to his quality and improvising from time to time.

A decade later, in 1939, Parle Product began manufacturing biscuits, in addition to sweets and toffees having already established a reputation for quality, the Parle Brand name grew in strength with this diversification. PARLE GLUCOSE and PARLE MONACO were the first brand of biscuit to be introduced which later went on to become leading name for great test and quality. That time only one building was having in Vile-Parle where they were making production and any other process. Then gradually that company expanded in many buildings and today that company located in 14 Akers area. That time they were transporting their products ownely by cycle.


Biscuits were very much a luxury food in India, when Parle began in production in 1939. Apart from Glucose and Monaco biscuits Parle did offer a wide variety of brands.

However, during the Second World War, all domestic biscuits production was diverted to assist the Indian Soldiers in India and the Far East. Apart from this, the shortage of Wheat in those days, made Parle decided to concentrate on the more popular brands, so that that people could enjoy the price benefits. Thankfully today, there’s dearth of ingredients and demand for more premium brands is on the rise. That’s why Parle now have wide range of biscuits and mouthwatering confectionaries to offer.


Over the year, Parle has grown to become a multi million dollar company. Many of the parle Products – biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971.

Today Parle enjoy a 40% share of a total biscuits market and a 15% share of confectionery market, in India. The Parle biscuits brands such as Parle-G, Monaco, Krackjack and confectionery brands such as Melody, Poppins, Mango Bite and Kismi enjoy the strong imaginary appeal among the customers.

Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great test! And yet we know that constantly innovating and catering to new test have build this reputation. This can be seen by the success of new brands such as Hide and Sick,Milano or the single twist rapping of Monaco Bite.

In this way by concentrating on consumer tastes and preferences and emphasizing research and development the Parle brand grows strength to strength.


Parle Product has one factory at Mumbai that manufactures biscuits and confectionaries while another factory at Bahadurgad in Haryana manufactures biscuits. Apart from this parle has manufacturing facility at Nirvana in Rajasthan and at Banglore in Karnataka. The factory at Bahadurgad and Nirvana are the largest such manufacturing facilities in India. Parle Products also have 14 manufacturing units for biscuits and 5 manufacturing units for confectionery on contract basis.

All this factories are located at strategic locations, so as to ensure a constant output and easy distribution. Each factory has state-of –the- art machinery with automatic printing and packing.

All Parle product are manufactured under the most hygienic conditions. Great care is exercised in the selection and quality control of raw materials, packaging materials and rigid quality control ensured at every stage of manufacturing process. Every batch of biscuit and confectionaries are thoroughly checked by expert staff, using the most modern equipments.


The extensive distribution network, built over the years, is major...
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