The Story of Parle

 History..

Parle was formed in 1929, by Mohan Dayal Chauhan's Family and their products were established as a confectionery maker in the Vile Parle suburb of Mumbai, in 1929.

The very first product, produced by Parle family was 'Parle Orange Candy', and for 10 year they kept making confectionery related items like candy etc.

In 1939 for the first time they introduced biscuit to the market named as parle gluco biscuit.

 

The factory was started in 'Vile Parle' with 12 members among which most were family members.

Parle from 1939-1947, they were exclusively making biscuits for the British army, with common people having no access to them.

After independence in 1947, Parle started focusing on the new market and audience, during the period, biscuit were convicted as the part of rich people's diet, as they were imported and there was no national brand which used to make biscuits during those days.

After the Britishers left the country, Parle focused on the common audience of India and introduced their biscuit to them. As the price of packet was pocket friendly to everyone and no doubt the biscuit was having the amazing taste, every individual started consuming it and the sales and popularity of biscuits were skyrocketed.

Why it was named as Parle?

When their first factory was set up, it was set up in the area 'Vile Parle', in Mumbai.

In 1928, Mohanlal Dayal founded the “House of Parle” which was located in Vile Parle, Mumbai. They named it after the suburb “Vile Parle” where it was located. In 1929 they formally established a factory and machinery.

How Parle Gluco became Parle-G.

As Parle was doing quite well with it's biscuit and there popularity and sales were booming too, but now, Glucose biscuits have started flooding in the market as every other brand like Britannia, Ampro have also started producing and advertising their biscuits with the same Gluco name. 

So now, every second packet of biscuits in the market was selling by the name Gluco on it, and the people were not aware of the real one, in order to overcome this, Parle in 1985, changed the name of their product to 'Parle-G' by eleminating Gluco from the packet, to stand out from the stiff competition in the market.

Today Parle-G is the world's highest selling biscuit brand, Putting it in context, Parle-G makes more than 100 crore packets every month, which means, 3 crore 35 lakh packets per day, 13 lakh packets per hour and 23 thousand packets every minute.

In 2013, Parle-G became 1st FMCG brand to make sale of ₹5000 Crore, and today considering the figure of 2022, they have crossed the sales of ₹16000 Crore.

And it has done all without increasing the price of Parle-G. Initially, the price of a small packet of Parle-G was Rs 4 and it remained that until 2021, when it was hiked by a rupee. As of today, a small packet costs Rs 5.

The Division of Parle Company.

Mohanlal Dayal Chauhan, the founder of Parle had 5 son's.

1. Mr Jayantilal Mohanlal Chauhan 

2. Mr Maneklal Mohanlal Chauhan 

3. Mr Kantilal Mohanlal Chauhan 

4. Mr Narottam Mohanlal Chauhan 

5. Mr Pitambar Mohanlal Chauhan 

So, going ahead in future the company was divided into three pieces.

1. Parle Agro

At first Jayantilal Chauhan stepped out and started his another Company named 'Parle Agro', which today produces products like 'Frooti, Bailley mineral water, Appy Fizz etc'.

2. Parle Bisleri

After Jayantilal Chauhan, Rameshlal Chauhan also started his company named as 'Parle Bisleri', aslo called Bisleri, which today delas with wide range of Mineral water and beverages.

3. Parle Products 

And other three son's of Mohanlal Chauhan are still working together as 'Parle Products' Company, which produces products like 'Parle-G, 20-20 Cookies, Londonderry, Poppins, Melody, Hide&seek etc'.

Marketing Strategies of Parle-G 

1. Increase your Product Portfolio.

Parle-G doesn't increases its product price so they started making different products under the same biscuit domain, as Parle 20-20, Parle Hide&Seek, Parle Krack Jack, Parle Monaco etc.

They also have increased their portfolio in biscuits along with confectionery too, by introducing wide ranges of products between 1941 to till date with products such as Kismi, Poppins, Melody, introduced Parle platina, their premium range which includes, Hide&Seek, Milano, Mexitos, Nutri Crunch and Friberg.

2. Cost cutting and Shrinkflation.

Initially the Parle-G packet was used to come at 100gm pack which today is 55gm only, they kept the price same but reduces the product quantity. They save too much in packaging they haven't change their packaging much, even not focused on fancy packaging too, which eventually had saves lots of money.

They buy raw material directly from the producers by eleminating commission agent or chain in between. 

3. Distribution and Location.

Parle-G is available in more than 50 lakh shops all over the country.

Parle has big factories in every corner of India, they set up their factory at a distance of 50-60 km from the main market, which does not take much time or money and the moment of goods happens quickly.

4. Contract Manufacturing.

Where Parle founds it difficult to establish a factory, there they reaches to some good local company, provide them product, machineries, product recipe and tell them to produce the product and take it's commission.

They have covered the entire market in such a way that, if it want to deliver it to any corner of the village or place Parle will deliver it at low cost.