HISTORY OF COMPANY

INTRODUCTION

Parle-G or Parle Glucose biscuits, manufactured by Parle Products

Pvt Ltd, are one of the most popular biscuits in India. Parle-G is one of the oldest
brand names as well as the largest selling brand of biscuits in India. For decades,
the product was instantly recognized by its iconic white and yellow wax paper
wrapper with the depiction of a young girl on the front. Counterfeit companies
have attempted to recreate and sell lower quality products of similar names with
virtually identical package design .The company's slogan is G means Genius.
The name, "Parle-G", is derived from the name of the suburban rail station, Vile
Parle which in turn is based on village Parle in olden days (there is also area called
Irle nearby where the Parle Agro production factory is based).This popular biscuit
is primarily eaten as a tea-time snack.
 AWARDS

Parle products have been shining with the golds and silvers consistently at the
Monde Selection ever since they were first entered in 1971. Monde Selection is
an international institute for assessing the quality of foods and is currently the
oldest and most representative organization in the field of selecting quality
foods worldwide.

Almost all of our products are market leaders and as recognition of their
quality, have won us 111 gold, 26 silver and 4 bronze Monde
Selection medals since 1971.
HOW PARLE FOUGHT TO MAKE BISCUITS AFFORDABLE TO ALL

Biscuits were very much a luxury food in INDIA, when Parle began production
in 1939. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety
of brands.

However, during the Second World War, all domestic production was diverted to
assist the Indian Soldiers in India and Far East. Apart from this, the shortage of
wheat in those days, made Parle decide to concentrate on the more popular
brands, so that people could enjoy the price benefits.

Thankfully today, there’s no dearth of ingredients and the demand for more
premium brands is on the rise. That’s why; we now have a wide range of biscuits
mouthwatering confectioneries to offer.

THE QUALITY COMMITMENT

Parle Product Private Limited has 3 manufacturing plants –

1) VILE PARLE in Mumbai (Maharashtra)
2) BHUJ (Gujarat)
3) BANGLORE (Karnataka)

Apart these plants Parle Product Pvt. Ltd. maintain 20 contract base
manufacturing units in all over INDIA. These plants and CMU’s produce sweets
and confectionary products.
Parle Product Pvt. Ltd. has also a subsidiary company, which is Parle Biscuit Pvt.
Ltd. This subsidiary company produces only biscuits. It also has 2 manufacturing
plants –

1) BAHADURGARH in Gurgaon (Haryana)

2) NEEMRANA in Alwar (Rajasthan)

Apart these two plants Parle Biscuit Pvt. Ltd. maintain 11 contract base
manufacturing units on different locations, which produce only biscuits.

All these factories are located at strategic locations, so as to ensure a constant

output & easy distribution. Each factory has state-of-the-art machinery with
automatic printing & packaging facilities.

All Parle products are manufactured under the most hygienic conditions. Great
care is exercised in the selection & quality control of raw materials; packaging
materials & rigid quality standard are ensured at every stage of the manufacturing
process. Every batch of biscuits & confectioneries are thoroughly checked by
expert staff, using the most modern equipment.
EMERGING TRENDS OF THE BRAND

Since its inception in the 30’s Parle biscuits have prided itself in offering quality
products that are affordable to the common man. The marketing mix has evolved
with the times…

THE PRODUCT

Parle biscuits have a range of variants in its product portfolio. The popular brands
Parle-G, Krackjack, Monaco and its variants (zeera, onion and methi) are
available in packets of various convenient sizes. New products like Hide & Seek
are a foray into the premium segment.

THE PRICING STRATEGY

This biscuit major has not bothered to raise the price of its flagship brand “Parle-
G” for the past 6-8 years and has always tried to provide its offerings at nearly
33% discount as compared to other competitive brands.

THE PROMOTION POLICY

The consumer is the focus of all activities at Parle. Maximizing value to

consumers and forging enduring customer relationships are the core endeavors at
Parle. Parle-G ‘My Dream Comes True Contest’ was one of its biggest
promotional ventures (2.5 crores) which gave contestants a chance to fulfill their
dreams. Discounts, gift offer schemes are other popular promotional offerings.
THE PLACE

A well-entrenched distribution system (the company covers 12-15 lacks outlets

across the country) with 40 depots at strategic points all over the country. From
the depots, the biscuits are sold to wholesalers and further to retailers.