Fortune India
This is the unbelievable story of Parle-G, yes that ubiquitous biscuit brand we have been seeing since generations. Its story is inspiring and unbelievable. Check it out.
Parle-G started as a biscuit brand way back in 1929 in what was then called Bombay. The company behind this was Parle Products, founded by entrepreneur Mohanlal Dayal and named so because it started in the popular Bombay locality called Vile Parle.
Not many know but the brand was earlier known as Parle Gluco. However, in the 1980s, with competition growing, the biscuit was renamed as Parle-G, with the 'G' standing for genius.
Parle-G has the incredible reputation of surviving World War 2. India during the war was undergoing the freedom struggle but also heavy food rationing. But Parle Products, using innovative recipes and strategies, kept the production going, thereby becoming a wartime staple.
For a generation, Parle-G was priced at only 5 paise per biscuit, post-Independence. The company has rich nationalistic legacy and wanted the brand to be affordable for even the poorest families across the country.
But because of high production volumes and low price, the biscuit was able to percolate through rural India, becoming the most recognizable brand across the country.
Parle-G's great branding strength also comes from its packaging. The simple wrapper with the little girl's face, which is actually based on a Russian child model, created a brand legacy.
Did you know that during the Covid-19 lockdown, Parle-G sales had surged massively, as panic buyers rushed to the brand to stock up for emergencies.
For more than 80 years, Parle-G has not changed its recipe: wheat flour, sugar, palm oil, with no artificial flavours, the biscuit remains the same, suggesting how good things never die.
From your chai-time snacks to school tiffins, the biscuit represents resilience against the onslaught of time. Also fun fact: soldiers get it in ration kits even today!