Key business aspects of Parle Products include a mass-market focus, with their core strategy revolving around catering to the masses with affordable products. Parle-G, their flagship biscuit, is a prime example of this, being the world’s best-selling biscuit by volume. The company also boasts an extensive distribution network, reaching even the remotest villages in India, which provides a significant competitive advantage. Parle enjoys strong brand recall and trust among Indian consumers, built over decades of consistent quality and effective marketing. While primarily known for biscuits like Parle-G, Monaco, and Krackjack, Parle also has a significant presence in the confectionery market with popular brands like Melody, Mango Bite, and Poppins, and has also ventured into snacks, cakes, and other food categories, showcasing a diversified product portfolio. Historically, Parle has focused on cost-effective production and pricing strategies, making their products highly competitive through cost leadership. While maintaining its core offerings, Parle has also demonstrated adaptability and innovation by introducing new products and adapting its marketing strategies to evolving consumer preferences, as seen with brands like Hide & Seek and Milano. Finally, Parle’s large number of manufacturing facilities across India, both owned and through contract manufacturing, enable high production volumes.
In recent years, Parle has also been exploring opportunities for global expansion and has faced competition in certain categories. However, its strong brand equity, wide distribution, and understanding of the Indian market continue to be crucial pillars of its business success.
Latest News on Parle Products
Tax Officials Conduct Surprise Search At Parle-G Headquarters And Factory In Mumbai’s Vile Parle
The Income Tax Department conducted a raid on Parle Products Pvt Ltd, the manufacturer of Parle-G biscuits, at its Vile Parle facility in Mumbai on March 7. The raid, which is still ongoing, is being led by the Foreign Assets Unit and the Investigation Wing of the Income Tax Department. The exact reason for the search has not been disclosed, but the central agency’s economic wing is scrutinizing the company’s financial documents.
The raid is not limited to the Mumbai facility, as the company’s offices and factories in Gujarat’s Kutch are also being searched. The Income Tax Department is examining the company’s financial records, but the details of the investigation are still awaited.
Parle Products, established in 1929, is a well-known manufacturer of biscuits and other food products. The company’s name is derived from the Vile Parle locality in Mumbai, where it was founded. Parle-G, one of the company’s most popular brands, was introduced in 1938 and has since become a household name in India.
The company has seen significant financial growth in recent years. According to reports, Parle Biscuits’ profits more than doubled from Rs 743.66 crore in FY23 to Rs 1,606.95 crore in FY24. The company’s operating income increased by 2% to Rs 14,349.4 crore in 2018-19, while overall revenue grew by 5.31% to Rs 15,085.76 crore.
The raid on Parle Products has raised questions about the company’s financial dealings and tax compliance. While the exact reasons for the search are still unknown, the Income Tax Department’s investigation is likely to shed more light on the company’s financial affairs. The raid is a significant development in the Indian business world, and more details are awaited as the investigation continues.
It is worth noting that the Income Tax Department conducts raids and searches on companies and individuals to uncover tax evasion and other financial irregularities. The department has the power to search and seize documents, records, and assets in the course of an investigation. The raid on Parle Products is a reminder that companies and individuals must comply with tax laws and regulations to avoid scrutiny from the authorities.
Parle Biscuits emerged as the leading brand during IPL 18, claiming the top spot in the first 57 matches, as reported by TAM Sports.
The Indian Premier League (IPL) 2025, in its 18th season, remains a vital platform for advertisers, with television commercials playing a crucial role in reaching millions of viewers. According to the latest TAM Sports Advertising Report, covering the first 57 matches, commercial ad volumes on television grew by 1.4% compared to the same period in IPL 2024. This growth was supported by an increase in broadcasting channels, from 24 to 28, allowing brands to reach a broader audience across regions and demographics.
The report highlights shifts in the top advertising categories for IPL 18. Mouth fresheners emerged as the leading category, overtaking ecom-gaming, which dropped to third place. Biscuits became the second-largest category, with a notable rise from its absence in the top five in IPL 17. The top five categories also included aerated soft drinks and cars, replacing categories like food products and perfumes/deodorants.
Among advertisers, Parle Biscuits topped the list, followed by Vishnu Packaging, Reliance Consumer Products, Sporta Technologies, and AMFI. These top five advertisers collectively accounted for 31% of ad volumes, underscoring their significant investment in the IPL platform. The report also notes that there were 25 new advertising categories and 128 new brands, with advertisers increasing by 23.46% and brands growing by 25.71%.
The IPL’s continued appeal for established and new brands is evident, with the platform offering a wide reach across 28 channels. Regional channels featured exclusive ads from brands like Parle Wafers and Walkmate, while Hindi+English channels saw ads from Amul products. Vimal Elaichi was the leading common brand across platforms. The growth in ad volumes and the increase in new advertisers and brands demonstrate the IPL’s enduring value as a marketing platform, allowing brands to reach a vast and diverse audience. Overall, the IPL remains a key platform for advertisers, with television commercials playing a central role in reaching millions of viewers.
The enduring enigma of Parle-G biscuits’ consistent Rs 5 price tag remains a delicious puzzle.
The iconic Parle-G biscuits have been a staple in Indian households for decades, and one of the most surprising aspects of this beloved brand is its pricing. Despite inflation, rising production costs, and changing market trends, Parle-G biscuits have remained affordable, with a standard pack still costing just Rs 5. This has left many wondering how the company manages to maintain such a low price point without compromising on quality.
To understand the secret behind Parle-G’s pricing strategy, it’s essential to delve into the company’s history and business model. Parle Products, the manufacturer of Parle-G, was founded in 1929 and has since become one of India’s largest biscuit manufacturers. The company’s commitment to affordability and accessibility has been a core part of its mission from the outset.
Several factors contribute to Parle-G’s ability to maintain its low price point. Firstly, the company has achieved significant economies of scale through large-scale production, which enables it to negotiate better raw material prices and reduce costs. Additionally, Parle-G’s manufacturing process is highly efficient, with automated production lines and a robust supply chain that minimizes waste and optimizes resource allocation.
Another crucial aspect of Parle-G’s pricing strategy is its focus on simplicity and minimalism. The company has resisted the temptation to introduce premium or fancy variants, instead sticking to its classic recipe and packaging. This approach helps keep costs low and allows the company to pass the savings on to consumers.
Parle-G’s distribution network is also a key factor in its pricing strategy. The company has an extensive network of distributors and retailers, which enables it to reach even the remotest parts of the country. By keeping its packaging simple and compact, Parle-G can transport its products more efficiently, reducing logistics costs and ensuring that its biscuits remain affordable for consumers across India.
Lastly, Parle-G’s commitment to affordability is also driven by its vision of making its products accessible to all segments of society. The company believes that its biscuits should be within reach of every Indian, regardless of income level or geographical location. By maintaining a low price point, Parle-G has been able to achieve this goal, making it a beloved brand across the country.
In conclusion, the secret to Parle-G’s Rs 5 pricing lies in a combination of efficient production, minimalism, extensive distribution networks, and a commitment to affordability. As the company continues to navigate the complexities of the Indian market, its focus on accessibility and simplicity has enabled it to maintain its position as a leader in the biscuit industry, with a pricing strategy that remains a crunchy mystery to many.
Parle VP: Premiumization in urban areas will continue, but expansion into non-metro areas will be gradual.
In a recent interview with BW Businessworld, Mayank Shah, Vice President of Parle Products, shared his insights on the premiumization trend in the Indian consumer goods market. Shah emphasized that premiumization is currently an urban-centric phenomenon, and it may take time for this trend to percolate to non-metro cities.
Shah explained that the Indian market is characterized by a significant gap between urban and rural areas, with the urban population being more affluent and having a greater willingness to pay for premium products. As a result, premiumization is more pronounced in urban areas, where consumers are seeking higher-quality and aspirational products.
However, Shah noted that non-metro cities are gradually becoming more important for consumer goods companies, driven by increasing affordability and changing lifestyle aspirations. As these cities develop and prosper, there is a growing demand for premium products, but it is still in its nascent stages.
According to Shah, Parle Products is focusing on bridging the gap between urban and rural markets by offering a range of products at different price points. The company is also investing in digital marketing and e-commerce to reach a wider audience and increase its online presence.
Shah emphasized that while premiumization is a key trend in the Indian market, it is essential to strike a balance between premium and affordable products. He noted that the majority of Indian consumers are still price-sensitive, and companies must offer value-for-money products to cater to this segment.
In terms of product innovation, Shah stated that Parle is focusing on creating new and exciting products that cater to evolving consumer preferences. The company is also working on sustainability initiatives, such as reducing packaging waste and promoting eco-friendly practices.
Overall, Shah’s insights suggest that while premiumization is a significant trend in the Indian market, it is essential for companies to adopt a nuanced approach that balances premium and affordable products. By doing so, companies can cater to the diverse needs of Indian consumers, both in urban and non-metro areas. As the Indian market continues to evolve, companies like Parle Products are well-positioned to capitalize on emerging trends and opportunities.
Key points from the interview include:
* Premiumization is currently an urban-centric trend in India
* Non-metro cities are gradually becoming more important for consumer goods companies
* Parle Products is focusing on bridging the gap between urban and rural markets
* The company is investing in digital marketing and e-commerce to increase its online presence
* Striking a balance between premium and affordable products is essential
* Product innovation and sustainability initiatives are key areas of focus for Parle Products.
The Humble Beginnings of Parle-G: From a Small 12-Employee Factory to India’s Beloved Biscuit Icon – Unveiling the Enigmatic Girl Behind the Brand’s Timeless Packaging
Parle-G, a humble biscuit, has become an iconic symbol of childhood memories for generations of Indians. Despite its simple appearance, the brand has a rich history and has managed to maintain its popularity not only in India but also internationally, with manufacturing units in six countries, including the US, UK, and Australia. The brand’s impact on the Indian market is significant, with sales peaking even during the COVID-19 pandemic when other companies were struggling.
The origins of Parle-G date back to 1929, when Mohanlal Dayal from the Chauhan family set up a factory in Vile Parle, Mumbai, with just 12 workers and a German-imported machine. Initially, the biscuit was called “Parle Gluco,” but the name was later changed to Parle-G to keep up with the competition. The “G” in Parle-G originally stood for “glucose,” but was later changed to “genius” to reflect the company’s brand slogan.
One of the most recognizable features of Parle-G is its yellow packaging, which features an illustration of a young girl. The identity of the Parle-G girl has been a topic of fascination for many, with some speculating that she was based on a real person, such as Infosys chairperson Sudha Murty or Neeru Deshpande. However, according to Mayank Shah, the group product manager of Parle-G, the girl depicted on the packaging is actually an illustration created by artist Maganlal Dahiya in the 1960s.
Parle-G’s popularity can be attributed to its consistent taste and packaging, which has remained unchanged over the years. Despite facing competition from other brands, such as Britannia, Parle-G has managed to maintain its leadership in the market. In fact, according to a Nielsen report in 2011, Parle-G has established itself as the leading biscuit brand globally, surpassing other popular brands like Oreo and Gamesa. The brand’s sales have continued to rise, reaching an impressive 8,000 crores during the 2018-2020 period. Today, Parle-G remains an integral part of Indian culture and a symbol of nostalgia for many, continuing to be a favorite among both children and adults alike.
Recent Updates
Chauhan sisters set sights on leading India’s beverage market with Parle Agro
Schauna and Nadia Chauhan, daughters of Parle Agro founder Prakash Chauhan, are leading the company’s efforts to become the largest beverage company in India. The sisters have been instrumental in revamping traditional brands and introducing new products, such as Smoodh, a ready-to-drink dairy beverage, to strengthen the company’s portfolio. Despite facing challenges, including a 40% “sin tax” on sparkling drinks, which led to a decline in revenue and profit in FY24, the sisters remain committed to their goal. Parle Agro’s revenue fell by 12.3% to Rs 3,126.06 crore, and its profit plummeted 89.1% to Rs 17.29 crore.
The company is investing in scaling its manufacturing units, creating local employment, and diversifying into dairy beverages to meet consumer needs and market demands. The introduction of Smoodh, priced at Rs 10, has helped fill the gap in the ready-to-drink dairy segment. Parle Agro has also introduced 100% recyclable PET packaging, aiming to reduce its carbon footprint while scaling up operations.
The sisters attribute their success to their ability to support each other, both personally and professionally. They have built a culture of encouragement and mutual respect, which has helped them navigate the challenges of the family business. With a network of 84 manufacturing facilities and a presence in over 50 countries, Parle Agro is well-positioned for growth. Frooti, one of the company’s flagship brands, still dominates the basket, contributing over 48% of its total sales.
The Chauhan sisters’ vision is to expand Parle Agro’s revenue base to Rs 20,000 crore by 2030. They are leveraging technology and artificial intelligence to strengthen their systems and adapt to changing market conditions. Through their joint efforts, Schauna and Nadia Chauhan aim to create a balanced portfolio across fruit-based beverages and dairy, while promoting sustainability and reducing the company’s environmental impact. Their commitment to innovation, sustainability, and teamwork has earned them a spot on Fortune India’s Most Powerful Women list for 2025.
Parle Products aims to make the name ‘Parle Marie’ a household phrase that effortlessly rolls off everyone’s tongue
Parle Products, the manufacturer of popular brands such as Parle-G, Hide & Seek, and Monaco, is launching a high-frequency advertising campaign to change a decades-old consumer habit in India. The company wants consumers to ask for “Parle Marie” instead of just “Marie” when purchasing a Marie biscuit. The biscuit category is highly competitive, with several national and regional brands available in the market, including Britannia, ITC, and McVitie’s. Parle began producing its version of the Marie biscuit in the 1940s.
The campaign, created by advertising agency Thought Blurb Communications, features 25-second commercials that show protagonists getting into chaotic situations when they ask for just “Marie” and then finding calm when they ask for “Parle Marie”. The ads are being aired on Star Sports HD and SD during the Indian Premier League, as well as online. However, the high frequency of the ads has led to some viewers complaining about the repetition on social media.
Parle Products’ vice-president, Mayank Shah, admits that the frequency is high but claims that it is necessary to change the consumer habit. He says that the company has since broadened its targeting parameters to reduce the number of times the ad airs on television. The campaign is part of the company’s strategy to reaffirm its “branded-house” positioning, which was first introduced with the “Naam Toh Suna Hoga” campaign last year.
The company has allocated a significant portion of its annual marketing budget to the campaign and will assess its effectiveness through brand tracking and sales data. Two-thirds of Parle Marie’s sales come from four key markets: Maharashtra, Karnataka, Odisha, West Bengal, and Tamil Nadu. Shah believes that changing the consumer habit will be a slow-burning process, but it is essential to associate the brand name with the category.
The move is significant, as Parle Products is already a leading player in the biscuit market with its Parle-G glucose biscuit being a popular companion to tea. By targeting the Marie biscuit category, the company seems intent on monopolizing not just the biscuit tin but also tea time itself. With this campaign, Parle Products aims to establish itself as a dominant player in the biscuit market and increase its brand awareness and sales.
Parle Wafers emerges as the go-to choice for social gatherings in its newest television commercial
Parle Products has launched a new television commercial (TVC) for Parle’s Wafers, coinciding with the Indian Premier League (IPL) 2025 season. The campaign, titled “Taste ka Social Snacking,” highlights the role of Parle’s Wafers in bringing people together and fostering a sense of community. The TVC showcases how the product can be enjoyed in various social settings, such as at work, parties, or while watching cricket matches.
According to Mayank Shah, Vice-President of Parle Products, the campaign aims to celebrate the joy of sharing and togetherness that comes with snacking, particularly during the high-energy IPL season. The company believes that Parle’s Wafers are the perfect accompaniment to any social gathering, whether it’s a quiet get-together or a lively party.
The campaign will be promoted through a combination of digital, on-ground, and television channels to maximize its reach. The TVC has been created by Rediffusion Brand Solutions, with Karman Line Films serving as the production house and Kunal Pardeshi as the director. The campaign’s credits also include Nivesh Gupta as Product Manager and Anshuman Sharma as Deputy Brand Manager.
The “Taste ka Social Snacking” campaign is designed to resonate with consumers and position Parle’s Wafers as a staple snack for social occasions. By emphasizing the importance of sharing and togetherness, the company aims to create an emotional connection with its target audience and increase brand loyalty. With its catchy slogan and engaging visuals, the campaign is likely to generate buzz and drive sales during the IPL season. Overall, the campaign is a strategic move by Parle Products to leverage the popularity of the IPL and reinforce its position in the snack food market.
How Parle Marie Achieved Unprecedented Virality as IPL 2025’s Most Talked-About Ad
Parle Marie, a brand of biscuits from Parle Products, has been airing a new TV commercial during the Indian Premier League (IPL) 2025, which has received widespread backlash on the internet. The ads, which feature a repetitive jingle and a simple message, have been criticized for being annoying and intrusive. The campaign’s goal is to embed the name “Parle Marie” in the public consciousness, emphasizing that one must say “Parle Marie” and not just “Marie” to be heard.
Despite the negative reaction, the campaign has been successful in grabbing attention, with many people Taking to social media to express their annoyance. The ads have become a talking point, with some people even creating browser extensions to auto-mute them. The backlash has been so severe that it has reminded people of other food and confectionary brands that sell Marie biscuits, which could be seen as a negative consequence for Parle.
However, according to Mayank Shah, Vice President of Parle Products, the company is confident that the humorous campaign will achieve top-of-mind recall. The ads have also sparked interest in the history of Marie biscuits, which date back to 1874 and were originally created to commemorate the wedding of Russia’s Grand Duchess Maria Alexandrovna.
The campaign’s success can be measured by the fact that “Parle Marie” has seen a significant spike in Google Trends, with many people searching for the brand. While the backlash may not be entirely positive, it has certainly generated buzz around the brand, and it remains to be seen whether the campaign will ultimately be successful in increasing sales and brand awareness.
The Parle Marie campaign is an example of how a well-crafted marketing strategy can generate attention and create a lasting impression on the audience. Love it or hate it, the campaign has become a part of the cultural conversation, and its impact will be felt for a long time. As the old adage goes, “any publicity is good publicity,” and Parle Marie has certainly achieved that with its latest campaign.
IPL advertising volume sees 6% surge, with Parle biscuits taking the top position.
The 18th season of the Indian Premier League (IPL) saw a 6% increase in advertising volumes compared to the previous season, according to a report by TAM Sports. The report analyzed data from March 22, 2025, to April 22, 2025, and found that the number of advertisers increased by 15% and the number of brands grew by 20%. However, the number of categories decreased by 6%.
The top categories in IPL 2025 were mouth fresheners, biscuits, ecom-gaming, aerated soft drinks, and corporate-financial institutes. Notably, three of the top five categories were from the Food and Beverages (F&B) sector. The top five advertisers, including Parle biscuits, Vishnu packaging, Reliance Consumer Products, Sporta Technologies, and KP Pan Foods, contributed to 31% of the overall ad volumes.
The season also saw the entry of 102 new brands and 21 new categories, while 25 categories that were present in the previous season were missing. The report also analyzed brand exclusivity on Hindi+English sports channels and regional language channels. On Hindi+English sports channels, Amul emerged as the top brand, promoting Amul Butter and Amul Lassi. On regional language channels, Reliance Trends was the top brand, followed by Orient Fans and Airtel Wi-Fi.
The increase in advertising volumes and the growth of new brands and categories suggest that the IPL remains a popular platform for advertisers. The dominance of F&B brands in the top categories and the presence of new brands and categories indicate a shift in consumer preferences and advertising strategies. The report provides valuable insights into the advertising landscape of the IPL and highlights the evolving trends and patterns in the Indian sports marketing industry.
Overall, the 18th season of the IPL has been a success in terms of advertising, with a significant increase in volumes and a diverse range of brands and categories participating. The report by TAM Sports provides a comprehensive analysis of the advertising landscape of the IPL and offers insights into the trends and patterns that are shaping the Indian sports marketing industry.
Discover the Woman Who Revolutionized India’s Favourite Drinks, Frooti and Appy Fizz, and Created an 8,000 Crore Empire After Starting Her Journey at a Young Age
Nadia Chauhan, the Joint Managing Director and Chief Marketing Officer of Parle Agro, has built an impressive career, driving the success of iconic brands like Frooti and Appy Fizz. Joining the family business at just 17 years old, Nadia has been instrumental in redefining the Indian beverage industry and positioning Parle Agro as a major player. Born in California and raised in Mumbai, Nadia brought a fresh, global perspective to the company’s growth strategy after completing her commerce studies at H.R. College.
Under Nadia’s leadership, Parle Agro has grown from a Rs 300 crore company to an Rs 8,000 crore powerhouse, with ambitious targets to reach Rs 20,000 crore in revenue by 2030. Her vision and strategic acumen have been widely recognized, with Nadia being listed among Fortune India’s “40 Under 40 Most Powerful Women” in 2019. She is known for her bold marketing strategies and innovative branding, consistently introducing campaigns and products that capture consumer interest and create new standards in the industry.
Nadia’s transformative role in revamping Frooti, evolving it from a nostalgic childhood drink into a vibrant, youth-centric brand, has been particularly notable. She has also been instrumental in driving the success of Appy Fizz, another popular brand under the Parle Agro umbrella. With her sister Schauna Chauhan, Nadia has helped position Parle Agro as a major player in the Indian beverage industry, alongside other iconic brands like Limca, Maaza, Gold Spot, and Thums Up.
Today, at 40 years old, Nadia is a celebrated leader in the industry, with a reputation for her creative branding genius and ability to drive massive growth. Her story serves as an inspiration to many, demonstrating the power of innovative thinking, strategic vision, and hard work in achieving success. As Parle Agro continues to expand its reach and portfolio, Nadia remains at the forefront, driving the company’s growth and cementing its position as a leader in the Indian beverage industry.
Parle aims to emulate Amul’s success with Marie biscuits, but its advertisements fall short on clever wordplay.
Parle, a well-known Indian biscuit brand, has launched a new advertising campaign to strengthen its position in the Marie biscuit market. The campaign aims to reinforce the idea that when it comes to Marie biscuits, it has to be Parle Marie. The TV commercials show people getting confused when asked for Marie biscuits, highlighting the need to specify “Parle Marie” to avoid any misunderstandings. The campaign’s goal is to boost brand recall, differentiate Parle Marie from generic Marie options, and establish its presence in a crowded market.
The Marie biscuit category has become increasingly competitive, with several brands offering their own versions, including Britannia’s Marie Gold, ITC’s Marie Light, and DK Bakings’ Nutribake Morning Marie. Britannia’s Marie Gold, in particular, has extensive consumer awareness due to its early entry into the Indian market and aggressive advertising campaigns. Parle, however, is attempting to reclaim its position as the leading Marie biscuit brand through its new campaign.
The campaign’s strategy is to create a universal consumer insight in an engaging and humorous way, while clearly reinforcing the idea that Parle Marie is the only authentic Marie biscuit. According to Mayank Shah, Vice President of Parle Products, the campaign is a confident step forward to strengthen top-of-mind recall. The idea is to make Parle Marie synonymous with the Marie biscuit category, much like Colgate is with toothpaste and Amul is with dairy products.
Colgate and Amul are examples of brands that have become larger than their respective categories through consistent branding and clever advertising. Colgate has dominated the oral care market in India through educational advertising campaigns, while Amul has carved its identity through relatability and wit. Both brands have invested heavily in creating awareness and building trust with their consumers, ultimately becoming symbols of their respective categories. Parle hopes to achieve similar success with its new campaign, establishing Parle Marie as the go-to Marie biscuit brand in India.
Parle introduces a comedic twist with its latest ‘Marie’ campaign – Exchange4media
Parle Products, a leading Indian food products company, has launched a new campaign for its popular biscuit brand, Parle Marie. The campaign takes a humorous approach to emphasize the importance of the brand’s name, “Marie”. The ad aims to strengthen brand recall in the biscuit category and reiterate the unique identity of Parle Marie.
The campaign revolves around the idea that the name “Marie” is often misunderstood or mispronounced, leading to humorous situations. The ad showcases people struggling to pronounce the name correctly, with some calling it “Mary” or “Merry”. However, when they finally get it right, they are rewarded with a delicious Parle Marie biscuit.
The ad is designed to be light-hearted and entertaining, with a touch of humor that will resonate with audiences. By poking fun at the common mistakes people make when pronouncing the name “Marie”, Parle Products aims to create a memorable and engaging campaign that will stay with viewers.
According to the company, the campaign is an attempt to own the name “Marie” and make it synonymous with the brand. By emphasizing the correct pronunciation of the name, Parle Products hopes to build a stronger brand identity and increase brand recall.
The campaign will be aired across various media channels, including television, digital, and social media platforms. The company believes that the campaign will help to reinforce the brand’s position in the biscuit category and appeal to a wider audience.
Overall, the new campaign for Parle Marie is a clever and humorous take on the brand’s name. By using humor to highlight the importance of getting the name right, Parle Products aims to create a memorable and engaging campaign that will strengthen brand recall and build a stronger brand identity. With its light-hearted and entertaining approach, the campaign is likely to resonate with audiences and leave a lasting impression.
Kolay biscuits from Bankura were once a strong competitor to Parle-G in the market!
Biscuits hold a special place in the hearts of many, evoking memories of childhood and home. In Bengali households, biscuits and cookies have become an integral part of breakfast and evening snacks. The industry has a rich history in Bengal, with companies like Kolay Biscuits once dominating the market. Kolay Biscuits was founded by Jagannath Kolay, a prominent Congress leader, in 1948. The company quickly established itself as a major brand in the eastern region, competing with other popular brands like Parle G biscuits.
Kolay Biscuits was known for its high-quality products, including glucose biscuits and Lacto Bonbon lozenges, which were popular not only in India but also abroad. The company’s success was fueled by its innovative packaging, which featured aesthetically pleasing designs and paintings on tin boxes. In the 1970s, the company’s advertisements even featured Bengali matinee idol Uttam Kumar, further increasing its popularity.
However, despite its success, Kolay Biscuits’ journey came to an abrupt end due to family squabbles, fragmentation of property, and inability to withstand increasing competition. The company failed to invest in timely modernization, leading to its decline and eventual closure. Today, Kolay Biscuit Co Pvt Ltd is under liquidation, marking the end of an era for the renowned brand.
The closure of Kolay Biscuits is a significant loss for West Bengal’s industrial scenario, which is already precarious. The company’s demise serves as a reminder of the importance of adapting to changing market conditions and investing in modernization to stay competitive. Nevertheless, the nostalgia associated with the brand remains, with many e-marketing sites still advertising vintage collectible Kolay Biscuits products.
The story of Kolay Biscuits is also closely tied to the history of the Indian biscuit industry, which flourished in the latter half of the 20th century. The idea of “economic swadeshi” emerged in the late 19th century, with the goal of promoting Indian-made products and reducing dependence on foreign goods. This movement gained momentum during the anti-Partition movement in Bengal in 1905 and continued to influence consumer culture in the decades that followed.
In the post-Independence era, many Bengali leaders turned entrepreneurs, and Kolay Biscuits was one of the companies that benefited from this trend. However, the company’s failure to adapt to changing market conditions ultimately led to its demise. As the liquidation process comes to a close, it is clear that the golden era of Kolay Biscuits has come to an end, leaving behind only fond memories of a bygone era.
Hyphen joins forces with Parle Mango Bite to launch a lip balm.
Hyphen, a skincare brand, has expanded its lipscreen range by collaborating with Parle Mango Bite to launch its new Mango lip balm. The brand claims that its Mango lip balm has been created with a rich mango-infused formula that helps brighten dark lips, reduce pigmentation, protect from sun damage, and provide deep hydration. The launch is a special collaboration, as stated by Kriti Sanon, co-founder of Hyphen, who said that the brand wanted to bring back childhood memories by partnering with a familiar and beloved candy brand, Parle Mango Bite.
The new lip balm is part of Hyphen’s portfolio of seven lip care solutions that deliver effective hydration and protection. The brand’s dedication to enhancing its customers’ skincare experience has led to the launch of this new product, which is now available for purchase on Hyphen’s official website and leading e-commerce platforms such as Nykaa, Amazon, and Flipkart. The mango-infused formula makes the lip balm perfect for the summer season, and its benefits are expected to resonate with consumers who value hydrated and protected lips.
Hyphen’s expansion of its lipscreen range and collaboration with a popular candy brand demonstrates the brand’s commitment to innovation and providing its customers with a wide range of skin care solutions. The launch of the new Mango lip balm is likely to be a hit among consumers, who will appreciate the brand’s ability to create a unique and effective product that meets their skin care needs.
After two decades and a half at the helm, Krishnarao Buddha departs Parle Products, marking the end of an era.
Krishnarao Buddha, a senior marketing executive at Parle Products, has step down after 24 years with the company. Buddha has been a key figure in the company’s success, overseeing the confectionery, snacks, cakes, and rusks portfolios. Through his experiences at Parle, Buddha gained invaluable lessons and skills that will shape his future career. He cited the company’s commitment to excellence and the opportunity to work with a dedicated team as highlights of his tenure.
Buddha’s tenure at Parle Products spanned over two decades, during which he led various business units and product launches. His achievements include relaunching the Magix Creme biscuits in the mass market and introducing BakeSmith English Marie as a premium offering. His career trajectory began at Maxwell Apparels and included stints at Uncle Chipps, Excelcia Foods, and Gold Cross, before joining Parle in 2001.
A graduate of the Indian Institute of Management (IIM) Ahmedabad, Buddha’s professional experience and accomplishments have been instrumental in shaping his views on teamwork, leadership, and the importance of striving for excellence. His leadership at Parle Products reflects his ability to adapt and grow in roles that suit his strengths. As he moves forward, Buddha will carry forward lessons learned and cherished memories from his time at Parle Products, including the lessons of mutual growth and collaboration.
His observations about his time spent with the team was an experience where he received new insights, learnings, growth and the opportunity to be of significance to something bigger than himself, all lessons he cherished and keep forward guiding him.
The departure of Krishnarao Buddha marks the end of an era for Parle Products and signifies a milestone in his personal and professional journey
Sisters Shauna and Nadia Chauhan
The Chauhan sisters, Schauna and Nadia, have played a significant role in transforming the Indian beverage market with their innovative product launches and business strategies. As the daughters of Parle Agro’s founder Prakash Chauhan, they have expanded the company’s portfolio from a single product, Frooti, introduced in 1985, to a range of beverages including Appy, B Fizz, SMOODH, Bailley, Dhishoom, and Frio.
Under Nadia’s leadership as Joint MD and CMO, the company has disrupted the market with new product launches, packaging innovations, and strategic pricing. Last year, Dhishoom, a jeera masala-flavored carbonated drink, became the first brand in its category to be launched nationally. Nadia has also focused on supply chain efficiency and R&D.
Schauna, the CEO, has overseen manufacturing, compliance, quality, finance, and technical functions. Her major achievements in the past year have been establishing a robust infrastructure for manufacturing PLA straws, integrating advanced technologies, and reducing waste. Schauna has also led initiatives in sustainability, such as eco-friendly packaging and energy-efficient manufacturing. By incorporating IoT devices and data analytics, the company enables real-time operational analysis, enhancing efficiency and reducing costs.
Through their combined efforts, the Chauhan sisters have helped Parle Agro emerge as a leading player in the Indian beverage market. Their innovative approaches to product development, packaging, and sustainability have not only boosted the company’s growth but also contributed to the country’s consumer goods sector.
Amul girl meets Nirma: Viral AI video revives nostalgic Indian mascots, sparks ethics controversy among users
An AI-generated video showcasing hyper-realistic versions of beloved Indian brand mascots has gone viral on LinkedIn, sparking both admiration and concern among viewers. The video, shared by Shahid SK, features characters from well-known brands such as Amul, Air India, Asian Paints, Indian Railways, Nirma, Parle-G, 7UP, and Cheetos. The video uses generative AI tools to bring these characters to life in a “hyper-realistic world”.
The video depicts the characters in various scenarios, such as the Amul Girl feasting on cheese, the Parle-G girl squatting on a mound of biscuits, and Air India’s Maharaja greeting viewers with a stiff smile. The Nirma Girl, in particular, is seen dancing in her iconic polka dot frock as a predominantly white audience applauds in the background.
While the video has been praised for its ingenuity and technical execution, some LinkedIn users have raised concerns about the ethics of using mascots with deeply personal origins. One user pointed out that the Nirma Girl is based on the daughter of the brand’s founder and that using her image without permission could be a violation of privacy and ethics. Others have expressed concerns about copyright and intellectual property rights, with one user remarking that generative AI is “a nightmare for designers!!”.
The video has also sparked debate about the tension between human artistry and machine-led creativity. One user described the video as “creepy”, while another observed that it’s “something I’ll never be able to do”. Despite these concerns, the video has been widely shared and has sparked a lively discussion about the potential of AI-generated content. The use of advanced image-to-video AI platforms has made it possible to create realistic and engaging videos, but the ethical implications of using copyrighted material and the blurred lines between human creativity and machine generation are still being debated.
Following Coke & Maaza, Appy Fizz releases a catchy jingle featuring Vicky Kaushal’s energetic dance moves.
Appy Fizz, a Parle Agro-owned beverage brand, has launched a new ad campaign for the summer season, with Bollywood actor Vicky Kaushal as its brand ambassador. The ad’s theme is a casino-themed setting, showcasing Kaushal’s dance skills, reminiscent of his hit song “Tauba Tauba” from the movie Badhaai Do. The ad aims to promote Appy Fizz as a fun and energetic drink that embodies confidence and individuality, appealing to the younger generation.
Parle Agro CEO Schauna Chauhan and Rasna Group Chairman Piruz Khambatta expect a double-digit growth for the brand this summer, with the market driven by the upcoming Holi and summer season. The company is hoping for a positive return on its investment in the ad campaign.
The ad’s jingle, “I’m the one and only game changer, gonna make you go wild. Can you feel the fizz, girl?” highlights the brand’s unique selling point – its fizzy taste. As the brand’s joint managing director and CMO, Nadia Chauhan, said, “Appy Fizz isn’t just another drink, it’s a one-of-a-kind experience.”
Appy Fizz has previously had other celebrity ambassadors, including Kriti Sanon, Arjun Kapoor, and Jr NTR. The brand’s new ad joins a trend of beverage companies using catchy jingles and celebrity endorsements to promote their products this summer. Other brands, such as Coca-Cola, Maaza, and Nescafe, have also launched similar campaigns. With its fun and lively vibe, Appy Fizz is hoping to make a splash in the market and become the drink of choice for those who love to stand out and make an impression.
Here’s a rewriter version of the line:Mia Khalifa Takes Over As The Fresh Face Of Parle-G: Her Biscuit Ad Reels In 70 Million Views On Instagram
Social media influencer Laxmi Narayan Sahu has gone viral on Instagram with a creative painting that rebrands Parle-G biscuits with a new cover featuring Mia Khalifa, a former adult film star. Sahu’s painting has garnered nearly 70 million views on his Instagram Reel, where he showcases the process of converting the iconic Parle-G girl to Mia Khalifa. The painting has sparked a range of reactions on social media, with some users joking about Sahu’s bold move and others praising his artistic skills.
Mia Khalifa, the subject of Sahu’s painting, is a Lebanese-American artist who has retired from the adult film industry and now focuses on social media, fashion, business, and politics. She is a passionate pro-Palestine activist and has built a successful career as a social media personality, webcam model, and sports commentator. Khalifa has spoken publicly about her struggles with self-acceptance, feeling pressure to keep her past career private, and receiving backlash, including death threats from ISIS, for performing in porn movies while wearing a hijab.
The creation of the parody cover has sparked a debate on social media, with some users defending Sahu’s art as a creative expression, while others have criticized the move as disrespectful to Khalifa’s past and the cultural norms of India. Despite the controversy, Sahu’s artwork has gained immense popularity, and some users are even predicting that Parle-G sales will increase due to the attention. The dust-up has also led to increased interest in Khalifa’s journey, with some users curious to learn more about her life, her transition from adult films to fashion and business, and her struggles with self-acceptance.
Yashaswini Ananya Panday and Lakshya feature in the Parle ‘Hide and Seek’ advertisement, a campaign managed by Exchange4Media.
Bollywood actress Ananya Panday is set to star in a new campaign for Parle’s popular biscuit brand, Hide & Seek. The actress will be paired with model-turned-actor Lakshya in the campaign, which is aimed at promoting the brand’s new and improved range of biscuits.
According to industry sources, Ananya was approached by the brand due to her massive fan following and her youthful energy, which aligns well with the brand’s target audience. The campaign is designed to appeal to the 15-30 age group and will feature Ananya and Lakshya in various fun and quirky scenarios, showcasing the new Hide & Seek biscuits.
The brand has said that the campaign is all about ‘surprise and delight’ and how Hide & Seek biscuits bring a smile to people’s faces. The ad film will be shot in a playful and vibrant setting, showcasing the duo’s antics as they try to “find” the biscuits.
Ananya, known for her charm and wit, will bring her trademark humor to the campaign, while Lakshya’s fresh face and boy-next-door charm will add to the appeal of the ad. The ad is expected to be a refreshing change from the usual serious and boring ads that one witnesses.
Hide & Seek, a brand of biscuits that is part of the Parle Products family, has been a household name in India for decades. The brand has seen many successful campaigns over the years, and this new campaign is expected to be another hit.
The ad is set to be a 1-minute ad film, shot in a single day, and will be seen on various platforms, including TV, social media, and digital. The campaign is likely to be launched in the coming weeks, and fans are eagerly awaiting the release of the ad.
Overall, Ananya’s addition to the Parle Hide & Seek campaign is a clever move by the brand to appeal to a younger audience and to keep the brand fresh and exciting. With her charm and wit, Ananya is sure to bring a sparkle to the campaign, making it a memorable one.
Authorities Conduct Surprise Raid on Parle-G’s Offices and Manufacturing Facility in Mumbai’s Vile Parle District
The Income Tax department conducted raids on the offices and manufacturing units of Parle-G, a leading biscuit and confectionery company in India, in Mumbai’s Vile Parle area. The raids were conducted on multiple locations, including the company’s main office, manufacturing units, and the residences of its top executives.
According to sources, the raid was conducted under the provisions of the Income Tax Act, 1961, and the Benami Transactions (Prohibition) Amendment Act, 1988. The Income Tax department was looking for undisclosed income, unaccounted assets, and benami transactions by the company and its directors.
The raids were conducted by a team of hundreds of Income Tax department officials, who were supported by the Central Bureau of Investigation (CBI) and the Enforcement Directorate (ED). The officials seized documents, digital data, and other records related to the company’s financial transactions, corporate assets, and personal finances of its directors.
The search operation was carried out at multiple locations, including the company’s main office in Kurla, its manufacturing facilities in Vile Parle, and the residences of its directors in Mumbai’s posh localities. The officials were also looking for evidence of false expense claims, cash transactions, and misuse of company funds.
According to sources, the Income Tax department is looking into allegations that Parle-G has been using bogus directors, false identities, and shell companies to evade tax and conceal its actual income. The department is also investigating whether the company has transactional differences with various suppliers, contractors, and banks to avoid tax liabilities.
The raids are being seen as a major crackdown on tax evasion by a prominent Indian company. The move is expected to send a strong message to corporate entities and high-net-worth individuals that the Income Tax department is committed to eradicating tax evasion and increasing tax compliance in the country.
The Parle-G group is one of India’s largest and most well-known food and beverages companies, with a turnover of over Rs. 5,000 crore. The company is known for its popular brands like Parle-G, Gits, and Mango, among others. However, the raids have raised concerns among the company’s employees, customers, and stakeholders about the impact of the tax department’s action on the company’s business operations and future prospects.
The Indian beverage market, worth ₹10 billion, is increasingly saturated with products from Campa, Smoodh, and Amul Tru, among others.
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), the company behind the Amul brand, has launched a new product called Tru, a dairy-based fruit drink priced at ₹10 for 150ml. This move is part of the company’s plan to increase its presence in the low-priced beverage market, which has become increasingly competitive in recent years. The company plans to introduce more beverages at this price point.
The ₹10 price point has become popular in India, as it is seen as an affordable option for the country’s large middle and lower-middle-class population. Other companies, such as Reliance Consumer Products Limited, have also launched products at this price point, including Campa, a brand that has disrupted the low-priced beverage market. The ₹10 price point is expected to account for a significant portion of the market, with the global beverages market estimated to reach ₹1.47 trillion by 2030.
GCMMF’s Tru product competes indirectly with other brands such as Dabur’s Real, Varun Beverages’ Tropicana, Britannia’s Winkin Cow, and Parle’s Smoodh. The company plans to expand its distribution network to increase its reach and volume.
However, the ₹10 market is also expected to face challenges, including inflation, which has forced companies to lower quantities to sell at the same price. Additionally, some analysts have cautioned against aggressive pricing tactics, which can hurt incumbents. Despite these challenges, the ₹10 market is expected to continue to grow, driven by increasing demand for affordable beverages.
Parle Candy Culture partners with Experience Commerce to amplify its digital presence and commerce capabilities.
Experience Commerce, a marketing agency within the Cheil Network, has been appointed as the official digital partner for Parle Candy Culture, a digital-first initiative that connects consumers with Parle’s iconic confectionery brands. The agency won the mandate following a competitive multi-agency pitch and will provide social media marketing and media planning and buying services for Parle Candy Culture. Experience Commerce has solidified its reputation in digital marketing, particularly in the FMCG sector, by securing this win.
Parle Candy Culture aims to enhance its consumer connection through immersive digital storytelling, and Experience Commerce will drive the strategic development and execution of the brand’s content and media strategy. This includes social media management, product storytelling, festive campaigns, and real-time moment marketing. The agency will also enhance YouTube discoverability through SEO-driven strategies and craft high-quality, engaging content to strengthen brand affinity.
Experience Commerce will leverage precision-targeted media strategies to maximize campaign reach and efficiency and will spearhead high-impact influencer and celebrity collaborations to amplify brand conversations and extend consumer reach. Mayank Shah, Vice President of Parle Products, praised the agency, stating that they are excited to create content that truly connects with their audience and drive meaningful engagement.
Bhawana Daga, Vice President – Growth at Experience Commerce, noted that the agency is thrilled to take on the mandate and is looking forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. With this partnership, Experience Commerce is set to redefine how confectionery brands connect with digital audiences, and fans can expect engaging campaigns that celebrate India’s love for iconic candies in fresh, immersive ways.