Cookies and Beyond

How Parle Products has ditched its mass brand image by scaling up its premium offerings

Soumik Kar

For over seven decades, since they started making biscuits in 1938, Parle Products enjoyed a smooth sailing in the Indian market. Their flagship brand, Parle G, holds 20% share of the estimated Rs.25,000-crore biscuit market by value. The yellow striped biscuit pack with the illustrative picture of a young girl is arguably among the most recognised brands in India. Alongside, their brands such as Krackjack, Monaco, 20-20 and Hide & Seek also continued to grow at a robust pace. A strong brand affinity, equity and legacy — Parle Products had it all going their way. Except one thing: perception.