Several Parle soda brands including Citra Thums Up, Limca, Gold Spot and Maaza were sold to Coca Cola in 1993 for a reported $40 million. At the time of sale, the Parle brands together had a 60% market share in the industry. The brand was strong in South India. Citra was phased out by 2000 to make way for Coke's international brand, Sprite
Parle Products was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. The Parle brand became well known in India following the success of products such as theParle-G biscuits and Thums Up soft drink.
The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family:
▪ Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)
▪ Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy)
▪ Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.
Separation from the parent company
The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name. In 2009, the Bombay High... [continues]
Cite This Essay
(2012, 11). Parle. StudyMode.com. Retrieved 11, 2012, from http://www.studymode.com/essays/Parle-1252068.html
"Parle" StudyMode.com. 11 2012. 11 2012 <http://www.studymode.com/essays/Parle-1252068.html>.
"Parle." StudyMode.com. 11, 2012. Accessed 11, 2012. http://www.studymode.com/essays/Parle-1252068.html.