Parle Products Pvt. Ltd., the creator of Parle-G biscuits, has built a legacy that transcends generations in India and abroad. Established in 1929 in Mumbai’s Vile Parle, this homegrown company has become synonymous with affordability, taste, and emotional connection.

Purpose:
This case study explores Parle-G’s rise to dominance in the FMCG market, its strategies for sustained growth, innovation, and its ability to resonate with global consumers. It is crafted for top-tier B-school students, business leaders, and mentors seeking unique insights into Parle-G’s operational excellence, branding tactics, and customer-centric approach.
Historical Context
Beginnings:
- Founded in 1929 by Mohanlal Dayal with a vision to support the Swadeshi movement.
- Initially focused on candies and toffees, Parle transitioned to biscuits in 1939 with the launch of Parle Gluco.
Challenges in Pre-Independence Era:
- Imported biscuits were luxury goods accessible only to elites.
- Parle identified the need for affordable, vegetarian biscuits, targeting India’s middle and lower classes.
Post-Independence Developments:
- Parle-G gained immense popularity, even being consumed by Indian and British troops during World War II.
- With independence came challenges like wheat shortages, which Parle navigated by creating innovative alternatives.

Business Model
Key Pillars:
- Affordable Pricing:
Parle-G maintained its position as the most affordable biscuit by leveraging bulk purchasing and efficient supply chain management. - High-Quality Products:
Despite its affordability, Parle ensured the highest quality standards, creating a trust factor among consumers. - Localized Production:
Partnering with local bakeries for production allowed Parle to meet soaring demand efficiently. - Innovative Marketing:
- Early adoption of branding with iconic packaging featuring the “Parle-G Girl.”
- Memorable campaigns like “Swad Bhare, Shakti Bhare” and endorsements by children’s favorite superhero Shaktimaan.

Operations and Supply Chain
- Massive Distribution Network:
Parle-G is sold in over 6 million retail outlets across India and exported to 100+ countries. - Collaboration with Local Bakeries:
This decentralized production model reduced logistical challenges and ensured freshness. - Adaptation During Crises:
During COVID-19, Parle ramped up production to meet demand, even becoming a staple during the lockdown.
Branding and Marketing
- Iconic Branding:
The “Parle-G Girl” became one of India’s most recognized brand mascots. - Emotion-Driven Campaigns:
- Positioned as “Bharat ka Biscuit,” focusing on its legacy and emotional connection with generations.
- Taglines like “G for Genius” emphasized both nostalgia and modernity.
- Global Expansion:
While rooted in Indian tradition, Parle-G has captured international markets, particularly in countries with Indian diaspora populations like the USA, UK, and Canada.

. Financial Performance
- Market Dominance:
Parle-G holds over 40% market share in India’s biscuit industry. - Revenue Milestones:
- In 2013, Parle-G’s revenue crossed ₹10,000 crores.
- During the COVID-19 lockdown, Parle-G recorded its highest-ever sales.
- Economical Price Point:
Despite inflation, Parle-G has maintained its reputation as an affordable product, with strategic reductions in pack size instead of raising prices.
Business Lessons from Parle-G
Operations:
- Efficient use of resources and localized production enabled scalable growth.
- Smart inventory management minimized wastage.
Branding:
- Relatable and iconic mascots fostered emotional connections.
- Nostalgia and tradition combined with innovation kept the brand relevant across generations.
Marketing:
- Targeted both rural and urban audiences through affordable packaging and relatable advertisements.
- Leveraged cultural icons like Shaktimaan to resonate with younger audiences.
Finance:
- Focused on volume-driven growth rather than high-margin pricing.
- Navigated economic challenges through agile decision-making, like scaling production during demand surges.

. Future Challenges and Opportunities
Challenges:
- Increasing competition from global FMCG giants.
- Balancing affordability with rising input costs.
- Addressing health-conscious consumer trends.
Opportunities:
- Innovating in health and wellness categories, such as sugar-free or fortified biscuits.
- Expanding into untapped rural and global markets.
- Building a stronger online presence and leveraging e-commerce platforms.
References
- Primary Source: Parle-G Company History and Market Strategies.
- Supplementary Research: Insights from market reports, branding case studies, and industry data.
This case study provides a comprehensive view of Parle-G’s journey and serves as a valuable resource for anyone studying iconic FMCG success stories.
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