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
Nadia Chauhan: The Visionary Behind Parle Agro’s Triumph, Transforming India’s Beverage Landscape with Frooti and Appy Fizz
Nadia Chauhan is the woman behind the success of Parle Agro, a leading beverage company in India. As the Chief Marketing Officer & Joint Managing Director, she has played a crucial role in transforming the company into a major player in the Indian beverage industry. Born in California and raised in Mumbai, Nadia joined her family business at the age of 17 and has been instrumental in disrupting the industry ever since.
Under her leadership, Parle Agro’s revenue has skyrocketed from Rs 300 crore to Rs 8,000 crore. She has been responsible for introducing innovative products such as Appy Fizz, which has become a huge success in the Indian market. Nadia has also been instrumental in rebranding Frooti, a mango drink that was introduced by her family in the 1980s. She changed its signature green packaging to a more vibrant yellow and revamped its advertising and product formulation to make it more appealing to a wider audience.
Nadia’s success can be attributed to her strategic vision, innovative approach, and ability to understand consumer preferences. She has consistently invested in research and development to stay ahead of the competition and has been able to adapt to changing market trends. Her partnership with her sister Schauna Chauhan has also been instrumental in the company’s success, with Schauna overseeing manufacturing, compliance, quality, finance, and technical functions, while Nadia focuses on strategy, sales and marketing, and R&D.
Today, Parle Agro is a Rs 5,000 crore company, and Nadia aims to take it to Rs 20,000 crore by 2030. Her journey is a powerful reminder that vision, persistence, and strategic innovation can turn a legacy into a global empire. Nadia Chauhan is a role model for aspiring entrepreneurs, especially women, and her success story is an inspiration to many.
The Chauhan family’s business story dates back to 1929 when Nadia’s great-grandfather, Mohanlal Chauhan, founded the Parle Group. The company began manufacturing beverages in 1959 and has since become a leading player in the Indian beverage industry. Parle Agro’s success is a testament to the company’s ability to adapt to changing market trends and its commitment to innovation and quality.
Nadia Chauhan’s achievements are a reflection of her hard work, dedication, and passion for business. She is a true leader and a pioneer in the Indian beverage industry, and her success story is an inspiration to many. As she continues to push boundaries and expand Parle Agro’s portfolio, one thing is certain – the company is poised for even greater success under her leadership.
Parle-G joins hands with Inspire Institute of Sport to fuel its wrestling champions initiative
The iconic Indian biscuit brand, Parle-G, has partnered with the Inspire Institute of Sport (IIS) to support the Wrestling Champions Programme, an initiative aimed at identifying and nurturing wrestling talent in India. The collaboration will provide world-class training support to over 150 wrestlers across two IIS campuses in Vijayanagar and Hisar. The partnership is expected to give a significant boost to the sport of wrestling in India, particularly in Haryana, a region with a rich history in the sport.
The partnership has already shown promise, with the two organizations hosting the Haryana Dangal Championship in Hisar earlier this year. The event was a first-of-its-kind wrestling tournament organized by IIS in the state and drew a strong local turnout. IIS’s first Olympic success came from a Haryanvi wrestler, Sakshi Malik, who won a historic Bronze in the 2016 Rio Games.
According to Manisha Malhotra, President of IIS, the partnership brings together two icons of Indian culture to build something meaningful. She emphasized that the focus on Haryana will strengthen grassroots engagement and enhance high-performance pathways for future Olympic champions. Mayank Shah, Vice President of Parle Products, shared that wrestling is a symbol of India’s grit and grassroots glory, and the partnership will support the next generation of champions.
The partnership will provide access to Asia’s only BASES Accredited Sports Science Laboratory, as well as technical support from United World Wrestling, the global governing body for wrestling. Parle-G also shot an announcement video at the IIS campus in Vijayanagara, which involved IIS coaches and athletes. The collaboration is part of a larger effort by IIS to bring private players into the fold and build sustainable, athlete-first programs. The partnership signals a growing interest among legacy Indian brands to invest in high-performance and grassroots sports.
Case Study of Bisleri: Analysis of Marketing Strategy, Distribution Channels, and Brand Development
Bisleri is a leading Indian brand in the packaged water category, owned by Parle Agro, founded by Ramesh Chauhan. The brand was introduced in the 1960s by an Italian doctor-businessman as a mineral water for the affluent. In 1969, Parle acquired Bisleri and began Indianizing the product, making it more accessible to the masses. Over the years, Bisleri has evolved its marketing mix, product strategy, pricing, and distribution to stay ahead of the competition.
Initially, Bisleri positioned itself as “pure water” for the elite, but later shifted to a mass product with aspirational hygiene value. The brand has used various taglines, including “Play it Safe,” “Har Pani Ki Bottle Bisleri Nahin,” and “Samajhdaar Jaante Hain,” to emphasize the importance of safe packaged water. Bisleri has also expanded its product offerings to include premium Himalayan mineral water, club soda, and fruit-based fizzy drinks.
The brand’s pricing strategy is mass-market approach, with affordable pricing starting at ₹10-₹20 for small packs. Larger packs are priced economically for daily home and office use. Bisleri has a strong distribution network, with a mix of in-house bottling and franchisee operations, ensuring quality control. The brand has used various channels, including heavy outdoor advertising, transit media, TV, and digital storytelling, to reach its target audience.
Bisleri faces challenges such as genericization of the brand, counterfeit and lookalike brands, low margins, and high logistics costs. To address these challenges, the brand has launched anti-counterfeit education campaigns, filed legal suits, and strengthened its back-end logistics and quality checks. Bisleri has also expanded its offerings to include flavored and mineral waters for premium consumers.
Today, Bisleri is estimated to have an annual revenue of ₹2,000-2,500 crore, controlling around 35% of India’s packaged water market. The brand has a presence in 25+ countries and is exploring an IPO and partial divestment. Key learnings from Bisleri’s journey include the importance of consistent brand reinforcement, distribution, and logistics in creating a powerful brand. The brand’s story is a testament to how a commodity can become a powerful brand with the right packaging, reach, and trust.
The notion that Indians are entirely prepared to adopt specialized health-focused food and beverage products is a misconception.
Nadia Chauhan, joint managing director and CMO of Parle Agro, discussed the company’s growth, global collaborations, and India’s appetite for health and wellness products in a conversation with Manifest. She highlighted the risk the company took by partnering with a boutique design house based in New York, &Walsh, which changed their approach to branding and strengthened their top-of-mind recall. Chauhan credited the collaboration for bringing a fresh perspective to their marketing efforts and leveraging technology and AI to bridge cultural nuances.
Chauhan emphasized the importance of using AI as an enabling tool to enhance marketing efforts, rather than replacing emotional storytelling. She noted that AI has helped Parle Agro speed up smaller initiatives and cut down on campaign development timelines. However, she also recalled a bold campaign idea that didn’t materialize, which involved creating an AI celebrity, due to the market not being mature enough at the time.
On the topic of talent retention, Chauhan stressed the importance of fostering a supportive culture where individuals feel valued and empowered to contribute. She highlighted the company’s decade-long relationship with agencies and brand ambassadors as a testament to their ability to retain talent. When asked about trend-setting versus trend-following, Chauhan was firm that Parle Agro simplifies their messaging and delivers joy through their communication and products, rather than following trends.
Looking ahead to the company’s five-year vision, Chauhan shared her ambition for Parle Agro to have a diverse product portfolio spanning fruit drinks, carbonated soft drinks, and dairy beverages. She underlined her goal for Smoodh to become a leading player in the dairy beverages category, with innovation at the heart of their expansion. Chauhan also debunked the myth that Indian consumers are fully ready to embrace specialized health-focused food and beverage products, noting that while interest in premium and sugar-free products is growing, the larger base remains price-sensitive and seeks value.
Overall, Chauhan’s conversation with Manifest provided insight into Parle Agro’s approach to marketing, innovation, and growth, as well as the company’s vision for the future. Her emphasis on simplicity, familiarity, and predictability in messaging, as well as her commitment to using AI as an enabling tool, highlights the company’s focus on delivering joy and value to their consumers.
Parle VP Announces Plans to Launch New Packs with Lower MRP or More Grammage by December
The recent Goods and Services Tax (GST) rate revisions have posed challenges for fast-moving consumer goods (FMCG) companies, according to Parle Products Vice President Mayank Shah. Shah acknowledged that the transition has been difficult, particularly with regards to packet size, grammages, and pricing. He noted that FMCG companies require a lead time of one to two months to implement changes in their products and packaging.
As a result, the initial phase of the transition will see lower Maximum Retail Prices (MRPs) on larger or higher MRP packets. However, smaller packets with lower MRPs, which account for approximately 60-70% of the market volume, will undergo changes gradually by the end of November or early December. Shah illustrated this point by citing examples of price reductions, such as a Rs 5 pack potentially being reduced to Rs 4.50 or a Rs 10 pack being lowered to Rs 9.
Shah also observed that almost all lower MRP packs are currently being sold at non-standard price points. He predicted that the impact of GST rate changes on competitiveness in the FMCG sector will become more apparent in about six months, when rates may be revised again. In the interim, companies will need to decide whether to pass on the benefits of lower GST rates to consumers, which will influence their competitive position.
The VP emphasized that the decision to pass on benefits will play a significant role in determining competitiveness, not only currently but also in the future. As the FMCG industry adapts to the new GST rates, companies will need to navigate the challenges of transitioning to new packaging and pricing while maintaining their competitive edge. By the end of November or start of December, consumers can expect to see new packs with higher weights or grammages and lower prices, reflecting the changes brought about by the GST rate revisions.
Recent Updates
Parle enhances its snack offerings by broadening the ‘Rik Rak’ wafer cream biscuit portfolio.
Parle Products, a leading Indian manufacturer of biscuits and confectionery, has launched three new flavors under its wafer cream biscuit brand, Parle Rik Rak. The brand, which has been popular in international markets for over a decade, is now available to Indian consumers. The launch strengthens Parle’s snacking portfolio, offering consumers more choices for indulgence.
The wafer cream biscuit category has been growing steadily, driven by its popularity among children and young snack enthusiasts. Parle Rik Rak combines a crispy wafer crunch with a rich cream filling, delivering a creamy, crunchy, and irresistible taste. The brand is available in three flavors: Coffee, Orange, and Chocolate, aiming to capture the imagination of kids and the young-at-heart with its fun and flavorful appeal.
According to Mayank Shah, Vice-President of Parle Products, the vision behind Rik Rak is to create a playful indulgence that sparks joy in every bite. The brand is designed to offer children and the young-at-heart an exciting break from the everyday, with its creamy layers and crunchy texture. Parle believes that Rik Rak’s fun personality and irresistible flavors will delight consumers and strengthen their bond with the brand, making it a snacking favorite across households.
The launch of Rik Rak is part of Parle’s commitment to delighting consumers with innovative products while staying true to its legacy of trust and quality. The company plans to leverage its strong distribution network to build awareness and drive trials across Tier 1 and Tier 2 markets. With a nationwide rollout planned, Parle is set to make Rik Rak a household name in India.
The launch of Parle Rik Rak is a significant development in the Indian snacking market, and the brand’s unique flavor profile and playful personality are likely to resonate with consumers. As Parle continues to innovate and expand its product portfolio, it is well-positioned to maintain its leadership position in the Indian biscuit and confectionery market. With its strong distribution network and commitment to quality, Parle is poised to make Rik Rak a success story in the Indian market.