Case 9 Parle G

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Introduction

Parle-G is a brand of glucose biscuits manufactured by Parle Products in India. It was launched in 1939 and remains one of the world’s best-selling biscuit brands.

  • Original Name: Parle Gluco Biscuits

  • Rebranded: In 1982, as Parle-G ('G' originally meant Glucose and later promoted as G for Genius).

Brand Positioning

  • Iconic Packaging: Yellow and white wrapper with the famous “Parle-G girl” illustration — now a strong brand visual identity.

  • Parle-G was designed to be affordable and accessible to every Indian household — urban or rural. Its low price point historically (₹5 for many years) made it a staple snack across socio-economic groups.

  • Classic campaign slogans like “Swaad Bhare, Shakti Bhare” captured trust, nostalgia, and everyday family moments.

  • Focused on emotional storytelling — children, parents, tea breaks, school snacks — making the brand part of life’s routines.

Market Leadership and Impact

  • Parle-G isn’t just a successful local brand — it has global recognition:

    📊 In a 2011 Nielsen study, Parle-G was ranked the world’s best-selling biscuit brand, outselling major global players.

    📈 It consistently ranks at the top of FMCG brand choice charts in India, including recent Brand Footprint reports showing a record win for multiple consecutive years


Parle-G Brand Packaging


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