![]() "At that price point, it is difficult to compete in the category and we would rather focus and invest on our strength and earn profit on products such as cream biscuits," added the official, who didn't wish to be identified. "Parle-G has sheer economies of scale which we can't match without impacting our margins," a senior official at ITC Foods said. "This is despite Parle seeing the highest revenue CAGR of 32 per cent during the period, the highest among FMCG companies," Mour said.Įven rivals agree that it's tough to match Parle-G in pricing. "Historical analysis of the biscuits category reinforces that even a single margin disruptive player can impact the margin profile of the entire category," Anand Mour of ICICI Securities said in a recent note.īetween FY06 and FY11, Parle Biscuits' EBITDA margin declined by 720 bps to 2.9 per cent in FY11 and Britannia's EBITDA margin declined by 550 bps to 5.5 per cent. ITC's Sunfeast brand too had over 9 per cent share in the glucose segment last year.Īnalysts said that Parle's relentless focus on top line has driven its rivals to shift strategy from glucose to other sub-segments such as cream and cookies. Net result: Parle-G increased its share from 67 per cent in 2002 to 79 per cent in 2012 while the share of Britannia's Tiger fell to 9 per cent from 26 per cent during the same period. The company also managed to keep prices unchanged for over a decade - between 19 - even as the prices of raw materials such as wheat, sugar and milk escalated up to 150 per cent. But when Parle-G sponsored children's television show Shaktimaan on Doordarshan, it literally rescued the brand. There was a time when Parle-G's dominance was threatened by rival brands, especially Britannia's Tiger, which targeted kids. This affordability proposition is exactly what has been paying off for Parle-G despite rivals such as ITC and Britannia entering the space. Read iDiva for the latest in Bollywood, fashion looks, beauty and lifestyle news."Even after 70 years, we haven't digressed from that philosophy and the pricing has helped the brand become a staple today," Chauhan added. It has manufacturing units in six other countries namely the US, UK, Canada, New Zealand, Middle East and Australia. Little did you know that Parle products are a hit worldwide. Not just that, but the survey also claims that 4551 Parle-G biscuits are being consumed at any given second in India. Also, did you know that the brand has a huge market of consumers in China? Parle-G sells more than all the other biscuit brands in China. The first Indian company to cross Rs 5,000 crore mark in salesĪccording to a Nielsen survey, Parle-G was the first Indian FMCG (Fast-Moving Consumer Goods) brand to cross the Rs 5,000 crore mark in retail sales. However, it’s believed if the monthly production of the biscuits is stacked side-by-side then it would be enough to cover the 7.25 lakh km distance between Earth and moon.Ħ. However, all the rumours were put to rest when Parle Products’ group product manager, Mayank Shah, said that the kid in the picture is just an illustration which was made by Everest Creative’s artist Maganlal Daiya in the 60s.Īround 1 Billion Parle-G packets are produced monthly which are further sold in 5 million retail stores across the country and worldwide. Rumour has it that the baby girl is Neeru Deshpande and the picture was clicked by her father when she was about 4-year-old. Ever since then, there's been no change in the packaging or taste. ![]() Also, ‘G’ initially stood for ‘glucose’, which was later stated as ‘genius’ by a brand slogan. ![]() Keeping up with the competition with other biscuit brands, in 1985, they renamed the product as Parle-G. India’s most favourite biscuit was first baked in 1938. The House of Parle started with only 12 workers back then, which is now a full-grown family of 50,500 employees. Mohanlal Dayal, the founder of Parle-G, established the first Parle factory in 1929 in Vile Parle, Mumbai. ![]() Parle-G was established much before independence. ![]() But now that the sales are up people have urged the company to avoid plastic and change its packing to an alternate biodegradable material. The first Indian company to cross Rs 5,000 crore mark in salesĭid you know that Parle-G biscuits were initially sold wrapped in butter paper? It was much later that the packaging changed to plastic packets.The journey from Parle Gluco to Parle-G. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |