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.

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Experience Commerce, a marketing agency, has been appointed as the official digital partner for Parle Candy Culture, a digital-first initiative of Parle’s confectionery brands. The agency has won the mandate for social media marketing and media planning & buying following a competitive pitch. This is a significant win for Experience Commerce, solidifying its reputation in digital marketing, particularly in the fast-moving consumer goods (FMCG) sector.

Parle Candy Culture is a digital platform that connects consumers with Parle’s iconic brands, such as Melody, Kismi, and Londonderry. The brand aims to enhance its consumer connection through immersive and innovative digital storytelling. As the lead agency, Experience Commerce will drive the development and execution of Parle Candy Culture’s content and media strategy, including always-on social media management, product storytelling, and real-time moment marketing.

The agency will also focus on maximizing campaign reach and efficiency through precision-targeted media strategies, as well as high-impact influencer and celebrity collaborations. Mayank Shah, Vice President of Parle Products, expressed excitement in partnering with Experience Commerce, stating that the agency understands their vision and aligns with their objectives.

Bhawana Daga, Vice President of Growth at Experience Commerce, noted that Parle Products is a beloved brand with deep-rooted nostalgia among Indian consumers and looks forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. The agency plans to leverage its expertise in data-driven insights, creative excellence, and precision media planning to ensure Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem. This partnership is expected to drive meaningful engagement and strengthen Parle’s legacy in the digital space.

Nadia Chauhan is the driving force behind Parle Agro, a leading Indian beverage company. As the creative director and joint managing director of the company, she has been instrumental in transforming Parle Agro into one of the most recognized and respected brands in the Indian food and beverages industry.

Under Nadia’s leadership, Parle Agro has launched a wide range of products, including the popular Frooti, Appy, and Bislacto brands. She has been at the helm of the company for over two decades, during which time she has successfully navigated the company through various market fluctuations and consumer trends.

Nadia’s vision for Parle Agro is to build a company that stands for quality, innovation, and customer satisfaction. She is known for her innovative approach to product development, having introduced new and unique products that have disrupted the market. Her focus on R&D has led to the development of new and improved products, which has enabled the company to stay ahead of the competition.

Moreover, Nadia has been instrumental in driving the growth of Parle Agro through strategic partnerships and joint ventures. She has forged alliances with global companies, which has helped the company to expand its reach and offerings. Her ability to build strong relationships with customers, partners, and employees has been a key factor in the company’s success.

Nadia’s dedication to social responsibility is also noteworthy. Parle Agro has been a pioneer in promoting sustainability and environmental conservation. The company has implemented initiatives that have reduced its carbon footprint, such as using eco-friendly packaging and sourcing supplies from socially responsible suppliers. Nadia has also been a strong advocate for women’s empowerment, providing training and employment opportunities for women in various roles within the company.

In recognition of her outstanding leadership and contributions to the industry, Nadia has received several awards and accolades. She has been named one of the most powerful women in Indian business by Forbes, and has received the “Women of Power” award from the World Brand Congress. Her leadership and vision have inspired a new generation of entrepreneurs and business leaders, making her one of the most respected figures in Indian business today.

The Income Tax (IT) department conducted a search operation on Parle Products Pvt Ltd, a leading Indian food corporation, at its head office and manufacturing facilities in Vile Parle and Gujarat. The operation, led by the Foreign Assets Unit and Investigation Wing, focused on the company’s financial transactions and overseas assets, with officials scrutinizing records until late at night. This move was triggered by allegations of undeclared foreign assets.

Parle Products, founded in 1929 by Mohanlal Chauhan, is a privately held company that has grown to become a leading manufacturer of biscuits, confectionery, and snacks. The company is known for its popular products such as Parle-Gluco, Thumps Up, Gold Spot, and Limca, among others. Vijay Chauhan, the patriarch of the company, is the richest Indian, ranked 34th on the Forbes list.

The company’s journey began with a license to supply biscuits to the British Army before expanding into soft drinks and later selling its Thumps Up, Gold Spot, and Limca brands to Coca-Cola. Today, Parle Products is one of India’s leading bakery and confectionery brands, manufacturing a range of popular products including Monaco, Krackjack, Bourbon, Marie Gold, Hide & Seek, Mango Bite, and Poppins. The IT department’s search operation aims to determine the extent of the company’s foreign assets and uncover any potential tax evasion or other financial irregularities.

Parle Agro, a popular Indian beverage company, has announced Bollywood star Vicky Kaushal as its new brand ambassador for Appy Fizz, a fruit-flavored sparkling beverage. The partnership aims to promote Appy Fizz’s distinct personality, which is reflected in the campaign’s tagline, “The One, The Only.” Vicky Kaushal’s fresh, stylish, and original vibe aligns with the brand’s values, making him an ideal ambassador.

The campaign, created by & Walsh, features a high-energy TVC that showcases Vicky’s charisma and swag, highlighting the thrill and excitement of the Appy Fizz experience. The ad, titled “The One, The Only,” is set in a casino and features pulsing music, slick choreography, and Vicky’s impressive dance moves. The campaign will run across TV, digital, and social media, with a planned out-of-home rollout to follow.

Nadia Chauhan, Joint Managing Director and CMO of Parle Agro, emphasized that Appy Fizz is more than just a drink, it’s an experience that embodies confidence, individuality, and an aspirational spirit that resonates with today’s generation. Vicky Kaushal, in turn, expressed his excitement to be part of the Appy Fizz journey, citing the brand’s bold and stylish personality, which he admires for its originality. The campaign is all about owning one’s uniqueness, a message that Vicky deeply connects with.

The partnership aims to position Appy Fizz as the go-to drink for those who like to stand out and make a statement, reflecting the brand’s aim to redefine refreshment in India and connect with its target audience. With Vicky Kaushal on board, Appy Fizz is poised to make a significant impact in the market, showcasing its unique personality and style.

Hyphen, a skincare brand, has expanded its lip care range by partnering with Parle Mango Bite, a popular candy brand, to launch a new mango-infused lip balm. The lip balm is formulated with a rich, mango-infused formula that claims to brighten dark lips, reduce lip pigmentation, protect from sun damage, and provide deep hydration.

The brand’s co-founder, Kriti Sanon, commented on the launch, stating, “Collaborating with Mango Bite for this launch makes it even more special… The lip balm screams of summer, paired with lip care that our consumers need.” The brand’s chief growth officer, Vaishali Gupta, added, “At Hyphen, we have always been dedicated to enhancing our customers’ skincare experience, and the launch of the Mango lip balm reflects this dedication.”

The lip balm is now available on Hyphen’s official website and leading e-commerce platforms such as Nykaa, Amazon, and Flipkart. The brand’s new addition to its lip care range features seven nourishing lip care solutions designed to deliver effective hydration and protection.

This partnership with Parle Mango Bite aims to evoke a sense of nostalgia and familiarity for consumers, with the brand hoping to bring back fond memories of childhood. The combined efforts of Hyphen and Parle Mango Bite create a unique product that embodies the essence of summer, making it a perfect addition to any lip care routine.

India’s government has set a deadline of April 1, 2025, for beverage companies to use 30% recycled PET (rPET) in their packaging, but industry representatives are concerned that the deadline is unrealistic and have begun to explore legal alternatives. The Indian Ministry of Environment, Forests, and Climate Change (MoEFCC) has been pushing for sustainability in plastic waste management, and the 30% rPET requirement is part of the Plastic Waste Management (PWM) Rules.

Representatives from prominent beverage companies, including Coke, Parle Agro, and Bisleri, have argued that the industry is not yet ready for the shift, citing inadequate infrastructure for recycling, a lack of materials, and increasing expenses. The industry is seeking a more gradual transition, with a proposed 15% rPET requirement and a 5% annual increase.

However, government representatives have stated that there is little chance of a deadline extension, as companies have had sufficient time to comply. The industry’s concern is that if they are unable to meet the deadline, they may need to file a lawsuit for an anticipatory stay, which could delay implementation. The shortage of food-grade rPET, with only five approved plants capable of producing it, has also raised concerns about supply chain disruptions and potential increases in bottling costs.

The industry’s reliance on virgin plastic and the need for more sustainable options have led to a call for improved recycling infrastructure and a ban on the import of plastic waste. The MoEFCC has worked to address these issues, including banning the importation of plastic waste and promoting domestic recycling. However, the debate between the government and industry highlights the complexities of implementing sustainable practices and the need for a balanced approach to achieving environmental goals.

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At the Madhya Pradesh Global Investors Summit 2025, Parle Agro CEO, Schauna Chauhan, and Rasna Group Chairman, Piruz Khambatta, expressed optimism about the potential for double-digit growth in the state. Both emphasized the significant advantages of investing in Madhya Pradesh, citing its strategic location and advanced technology plant for dairy products.

Schauna Chauhan, CEO of Parle Agro, highlighted the benefits of setting up operations in Madhya Pradesh, stating that the state’s central location and modern plant enable the company to capitalize on emerging opportunities. Parle Agro has made substantial investments in the state, and Chauhan believes these investments will yield positive results.

Piruz Khambatta, Chairman of Rasna Group, also predicted a promising business outlook. He attributed this to the expected demand surge during the high-demand summer season and upcoming festivals. Khambatta noted that this could lead to capacity expansions in regions like Madhya Pradesh, which is often at the forefront of such growth.

The statements by the CEOs of Parle Agro and Rasna Group come as a vote of confidence in the potential of Madhya Pradesh as a attractive location for investments. The state’s strategic location, business-friendly policies, and advanced infrastructure make it an attractive destination for companies looking to expand their operations.

Overall, the comments by Schauna Chauhan and Piruz Khambatta suggest that Madhya Pradesh is poised for significant growth, driven by a combination of factors, including its strategic location, advanced technology, and rising demand for products and services. As the state continues to attract more investments and businesses, it is likely to see a surge in economic activity, job creation, and overall growth.

Parle-G, the iconic Indian biscuit, has been a staple in many Indian households for decades. Despite the rising costs and inflation, Parle-G has managed to maintain its Rs 5 price tag for many years. So, what’s the secret behind its enduring affordability? The article breaks it down into five key factors:

1. Mass production: Parle-G’s large-scale production gives it significant bargaining power with raw material suppliers, resulting in lower costs per unit.
2. Shrinkflation strategy: Although the packet size has decreased over time, the price has remained the same, making it a clever move by Parle-G to maintain profitability.
3. Local advantage: Sourcing ingredients from local suppliers reduces transportation and import costs, ensuring quality products at a lower cost.
4. Efficient production line: Advanced automation and streamlined processes minimize labor costs, waste, and supply chain issues, keeping costs down.
5. Brand loyalty and market positioning: Parle-G’s nostalgic value, emotional connection with consumers, and widespread brand recognition create loyalty and trust, allowing the brand to maintain its low price point.

These factors have enabled Parle-G to maintain its iconic Rs 5 price tag, making it a staple in many Indian homes. As the brand continues to evolve, it may face new challenges, including potential reductions in packet size. However, its commitment to efficiency, quality, and customer loyalty ensures its enduring presence in the Indian market.

Parle-G, a popular Indian biscuit brand, has its origins in a small 12-worker factory in Mumbai’s Pydhonie area in the 1930s. The story of its rise to fame is a tale of innovation, hard work, and strategic marketing. The brand’s iconic Status: Perfecta biscuits, with their distinctive red and white packaging, have become a staple in millions of Indian households.

The brand’s journey began in 1934, when five friends – Deoram Girish, Maniram Shah, Laxmanrai Mehra, Bhaurao Gadre, and Jamshedji Irani – came together to start a small bakery. Initially, they produced around 200 packets of biscuits a day, but their commitment to quality and innovation soon earned them a loyal customer base.

In the 1950s, the factory moved to its current location in Mumbai’s Sion area, allowing it to increase production and expand its product range. One of the most significant innovations was the introduction of the now-iconic Parle-G biscuits, which quickly became a hit in Indian households. The brand’s popularity can be attributed to its unique blend of spices and the distinctive red and white packaging, designed to evoke the idea of a “perfect” biscuit.

The brand’s iconic status can also be attributed to its smart marketing strategies, including the introduction of the “Good Morning” girl on its packaging. The mysterious girl, whose identity remains a secret to this day, was introduced in the 1960s and has been a part of the brand’s packaging ever since. Her enigmatic presence has been a subject of curiosity and speculation among fans, but the brand’s founder, Sachin Shah, has always maintained the secrecy surrounding her identity.

Today, Parle-G is part of the Parle Products Private Limited, a flagship company of the 125-year-old Parle Group. With a range of over 250 products, including biscuits, wafers, and chocolates, the brand has expanded its reach to over 1.5 million retailers across India and 15 countries worldwide.

Parle-G’s success story is a testament to the power of innovation, hard work, and strategic marketing. The brand’s iconic status in Indian households is a reflection of its commitment to quality and customer satisfaction, and its mysterious ‘Good Morning’ girl on its packaging remains an integral part of its enduring appeal.

The Parle-G, a popular brand of biscuits in India, has been around for decades, and one story in particular has been shrouded in mystery. The story of Sudha Murty, the rumored creator of Parle-G, has finally been revealed, shedding light on the origins of this beloved brand.

For years, it was believed that a woman named Sudha Murky created the recipe for Parle-G, but her identity remained a mystery. The story goes that Sudha, a homemaker, created the recipe in her small kitchen in Pune, using a mixture of wheat flour, ghee, and palm jaggery. The biscuits quickly gained popularity, and her sons, Pradip and Vijay, took the recipe to market, launching the Parle-G brand in 1948.

However, many believed that Sudha’s story was just a myth, and that the true creator of Parle-G was actually a man. The truth, however, has finally been confirmed, thanks to research by a blogger who delved into the history of the brand. The blogger, a fan of the biscuit, was determined to uncover the truth behind the legend of Sudha Murty.

According to the blogger’s research, Sudha Murty did indeed create the original recipe for Parle-G, but her name was later tampered with and changed to “Murky” in official records. The blogger’s exhaustive research included scouring through old newspapers, company records, and even speaking to industry experts.

The story of Sudha Murty’s creation has been recognized as one of the most significant in the history of Indian business, and her legacy continues to inspire many women entrepreneurs to pursue their passion. The story serves as a reminder of the impact that a single individual can have on society, and the power of innovation and creativity.

In conclusion, the mystery of Parle-G girl has been solved, and the story of Sudha Murty can now be told. Her creation has become the world’s best-selling biscuit, and her name will forever be etched in the history of Indian business. The legacy of Parle-G serves as a testament to the power of innovation, creativity, and the impact that a single individual can have on society. The story of Sudha Murty is a reminder that even the most humble beginnings can lead to incredible success, and that the power of innovation is in the hands of those who dare to dream.

The Additional District Magistrate (ADM) of Khurda has imposed a fine of Rs 14.4 lakh on Parle Biscuits Private Limited for making misleading claims on packets of “sugar-free” biscuits. The fine was imposed after a Food Safety Officer (FSO) from East Coast Railway, Khurda Road Division, filed a complaint against the company. The FSO alleged that the company was making false claims about its products, violating the provisions of the Food Safety and Standards Act (FSSA) of 2006.

The ADM directed the company to deposit the fine amount within a month and also to ensure compliance by making necessary changes to its product labeling. The company had made a false claim on its packet of biscuits that it was “sugar-free” when, in reality, it was not. The packet had unclear information, and the product label indicated it was sugar-free, with four sealed packets weighing 327.6 grams each.

A report from the Bhubaneswar Food Laboratory confirmed that the product was mislabeled and violated Section 3.1(j) of the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The FSO filed a complaint against the vendor, and the ADM’s court delivered a verdict based on the evidence. The fines imposed on other parties, including Bhagabati Food Private Limited, franchise operators, a distributor in Jatni, and a salesman operating stalls at Khurda Road railway station, range from Rs 20,000 to Rs 3 lakh. Failure to comply with the directives and deposit the fines within the stipulated period may result in further legal action.

Parle-G, a popular Indian biscuit, has been reimagined in 22-carat gold, and the result is a stunning, expensive, and Instagram-worthy creation. A jeweler showcases the gold biscuit, complete with intricate details and a decorative border, in a viral video that has garnered over four lakh likes and thousands of comments.

The gold biscuit has sparked a mix of amusement and admiration, with many regarding it as a “premium version” of the beloved snack. The price of this luxury biscuit? A staggering over ₹2 lakh, making it a blend of craftsmanship and nostalgia.

The video has also sparked a social media frenzy, with users sharing witty reactions and memes. The trend of luxury-inspired collectibles, especially nostalgic items, continues to fascinate audiences online. The gold biscuit has become a viral sensation, with users comparing the difference in price between the original Parle-G biscuit (₹10 for a 75g pack) and the gold version.

The Parle-G Gold biscuit is not just a novelty for jewelry enthusiasts but also for foodies and meme lovers. The video showcases the gold biscuit’s intricate design, complete with the iconic Parle-G logo and border, leaving viewers in awe. The gold biscuit has become a symbol of the blend of luxury and nostalgia, piquing the interest of many online.

A recent video posted by NK Jewellers on Instagram is going viral, showcasing a unique 22-carat gold biscuit designed to look like Parle-G, a popular Indian tea-time biscuit. The 26-gram gold biscuit features a hallmark of 916% and is made of hollow gold. The video has received over 400,000 likes and many comments, with netizens expressing their amazement and calling it a “Premium version of Parle G”.

The gold biscuit has a design reminiscent of the original Parle-G biscuit, with the words “Parle G” inscribed in the center. The video shows a jeweller holding the gold biscuit, revealing its biscuit-like design on both sides. While original Parle-G biscuits are known for being affordable, with a 75-gram pack costing just Rs. 10, the real gold version would be much more expensive, above Rs. 2 lakh.

Netizens have been reacting to the video, calling it “Wow” and “Genius”. One user humorously replaced the “G” in Parle-G with “Gold”, while another joked that Mukesh Ambani, a business magnate, might buy such a biscuit. The video has become a sensation, with the original post still trending on Instagram despite being posted in January. The gold biscuit has sparked nostalgia and sentiment, bringing back memories of the iconic Indian snack. Overall, the video has become a viral sensation, entertaining and astonishing people with its unique and luxurious interpretation of a beloved snack.

An artist, identified as alen_sahu_art, has created a viral sensation on Instagram by drawing Jethalal from the popular Indian TV show “Taarak Mehta Ka Ooltah Chashmah” on a Parle-G biscuit packet. The video shows the artist skillfully replacing the face of a child with Jethalal’s character on the packaging, accompanied by the iconic theme song of the show in the background. The video has garnered significant likes, comments, and views, with fans highly impressed and praising the artist’s creativity.

Fans have been indulging in humorous responses, with some joking about the new tagline “Chai piyo, biscuit khao” and others requesting the artist to create similar sketches of other popular characters from the show. The post has even sparked interest in purchasing customized packets with Jethalal’s face.

In unrelated news, the Pakistan cricket team is nearing the end of their final preparatory assignment before the ICC Champions Trophy. They are currently participating in a tri-series against New Zealand and South Africa, with a six-wicket victory over South Africa in the third ODI setting up a final clash against New Zealand. However, a humorous incident involving South African cricketer Wiaan Mulder during the post-match presentation has now gone viral. A video shows Mulder receiving a “Catch of the Match” award for his outstanding performance, but an amusing misunderstanding unfolds when he realizes he didn’t receive the full amount of prize money.