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April 04, 2017 @ 01:15 PM

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April 04, 2017 @ 01:15 PM

K. J. Somaiya Institute of Management Studies and Research, Mumbai

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Parle G is the largest selling biscuit brand in the world!

MBA Aspirants are expected to know on the success story of established Brands. This helps them to understand industry for which they are dreaming to join in future.  Today, you will read on:  Parle G is the largest selling biscuit brand in the world!
Parle G or Parle Glucose is one of the most popular brands of biscuits not only in India but the entire world. Parle G is a brand of biscuits manufactured by Parle Products in India, and it has been in the market for decades. 
In 2011, Nielsen, a market research company, published a report stating that Parle G has consolidated its position as the world’s largest selling biscuit brand. In fact, Parle G has topped other leading brands such as Kraft’s Oreo, Mexico’s Gamesa and Wal-Mart’s private labels. 
This may come as a surprise to many but India is the world’s leading market for biscuits, moving past some of the biggest markets in the world – the US, Mexico, China, Italy and Spain. 
Parle G came into existence in 1939 and today, it is a household name when it comes to biscuits. In fact, it is consumed by people of all ages and all classes. It is not only one of the oldest brands of biscuits in India but it is also the most trusted brand in this category. 
The reason why Parle G has made its way into so many homes is because of its diverse ways of consumption. Many people view biscuits as snacks or teatime food, but Parle G has changed this perception. Today, Parle G is not just seen as an accompaniment for tea but as a substitute for meals.
This is especially beneficial in India where malnutrition is rampant. So, when poor people are unable to afford meals, they can consume a few biscuits and they will get the required nutrients for the day - one pack of Parle G biscuits offers 450 calories.
In addition, Parle G can be consumed by diabetics too. So, Parle G biscuits can be consumed by anyone and everyone. This is how Parle Products has positioned this product and it has proven to be beneficial for the company.
Apart from providing the necessary nutrients, Parle G is value for money. Parle G biscuits are sold in various packs ranging from Rs 1 to Rs 50, making it affordable for the masses. Parle G’s positioning as a brand for the masses has enabled it to be the largest selling biscuit brand in the world. 
Today, Parle G is exported to Afghanistan, Bangladesh, Bhutan, Sri Lanka, Maldives, Nepal, the US, Europe, and Africa. Parle G is valued at over Rs 2,000 crores and enjoys a 70 percent market share in the glucose biscuit industry. Two brands that are strong competitors of Parle G are Britannia Tiger and ITC’s Sunfeast Glucose. 
In India, Parle Products is not just a commercial entity; it is an organisation that cares about the people. Apart from producing world-class biscuits that are unmatched in terms of taste and nutritional value, Parle Products carries out corporate social responsibility (CSR) programmes throughout India. It conducts free eye check-up and treatment in rural areas, develops facilities such as libraries for children and plants trees as a way of promoting clean and green environment. 
Parle G is a biscuit brand that not only satisfies one’s hunger and tantalises the taste buds but it also looks into the welfare of the community. This is a great differentiating point between Parle G and other biscuit brands, and all these factors combined together have bestowed upon Parle G its deserving position in the world. 
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