The Tale of Parle G – Icon for Swadeshi victory
Parle G, the 80-year-old Swadeshi company has reported that during the covid19 lockdown across the country, the sale of biscuits have seen huge growth and is the biggest in the last 3 decades. This comes to one point that swadeshi is always the primary choice of the country.The Story
From Children to youngsters to senior citizens, the name of Pare-G has grown with the life of all across the country. Many consider it as an emotion for childhood memories, memories that remind of the sweet moments of life. The name “Parle-G” has a brand value in the hearts of millions of Indians and represents childhood memories.
As quoted by the better India “in a hot cup of milk and quickly having the soggy piece before it crumbled back into the milk. A much-loved chai staple in India, the humble rectangular biscuit is something most Indians have grown up eating”. This represents the memories everyone can attach with this small rectangular piece.
Started in early 1929 the company has grown to many folds. Mohanlal Dayal of the Chauhans family resided in Mumbai. Chauhan had previously sailed to Germany a few years ago with the intention to learn the art of confectionery-making. Then later he returned in 1929 to India, armed with the required skills as well as the all the required machinery. This Mumbai-based family of silk traders bought and refurbished a decrepit, old factory to manufacture confectionery in early 1929.
That was the time when Swadeshi movement was on the rise and this gave a needed jump to the business. As made in India may be presently called the company as was accepted by many people of India.
The company’s first product was a candy. It was only in 1939 when the first biscuit product was prepared by the company. This was the history-making movement. On one side the world is fighting World war II and this company had faced that situation and got its first biscuit product Parle-Gluco on to the market. During this time the biscuits were completely imported and there are no or less local manufactured biscuits.
This make in India product became popular very fast and even the British army started buying these biscuits. Considered as nourishment at a very affordable cost, this became a preferred choice among the masses.
Even after Independence, the company started to use advertisement as the medium to promote the products. It believed that the best advertisement that goes deep into people mind will improve the market of its products. The advertisement of the Company was primarily focused on the make in India and local situations. This immediately grabbed the attention of the large masses of people across the country.
In early 1960, when other players started to enter into the market launching the same glucose biscuits, such as Britannia, there is a little drop in the market. Most of the consumers go to the shop and ask “Glucose Biscuits”. Using this Britania names the biscuits as “Glucose D”. This is some way made the company advantaged in the market. In 1982, Parle-Gluco renamed it to Parle-G, where G stands for Glucose. This was done to differentiate itself from the market products. This has worked and people started to brand the company in that manner. The advertisement by the company on this brand name has worked tremendously.
The battle is on between different players in the market but the advertisements of Parle-G and the brand image it has in the market is irreplaceable. Parle-G has competitive with large multinational corporates and even sustain till date.
The branding of Parle-G is ‘Bharat ka Apna Biscuits”. Which clearly indicates the swadeshi tone. This cannot be taken away by any brand name or any tagline that may be innovative or different. This tag line made this small values Rupees 5 biscuit a prefered choice among the Netizens. Parle-G target all kinds of people, whether it can be Kids, adults or senior citizens. Every one of these can relate the advertisements of Parle-G with their memories.
If you see the packaging of the company. it has not changed much in history. The same small girl image on the pack for many decades. “Just a look at that pack which we use to eat when we are small kids,” said the senior citizen looking at the pack at his early 70’s Reminiscing the gold memories.” nothing has changed about this one, the world has changed, the people have changed and thousands of new companies with different kinds of products have entered the market. But this little Rupees 5 packet is what makes us cherish our childhood and our memories. This packer includes a major part of our childhood within itself.”
If you just see the history, many situations have tested the companies sustainability. Just to point of one such situation in 2016, when demonetisation was announced, there is a huge drop in consumer sales. Hence there is a drop in the number of products sold and hence revenues got hit badly. And this made many companies raise the price of the products. But Parle-G has never changed this rupees 5 per pack and tried to provide the value to its customers. Some tried to reduce the quantity and quality, but among all, it is Parle-G which has provided the maximum to the user.
Later when GST was introduced, companies are forced to increase the cost of product by 5%. They reduced the quantity and quality again. But Parle-G on the one hand has promised and provided the best quality at the same price. Maintaining the consistency in the history is one thing that brought the band value it has today.
Strive not to be a success, but rather to be of value.”Albert Einstein
Parle-G with its low price throughout history, maintaining the standard of high quality and a strong brand image which is growing with time has ensured a high perceived value for the customers. This has resulted in the brand history of over 80 years and this made Parle-G the undisputed leader in the biscuit industry even across many parts of the world. In a country like India where a lot of new biscuit brands many from foreign and many from domestic companies are launched every year with very less or no differentiation sometimes just changing the name and packing, and in all these situations surviving for such a long period of history seems like an unimaginable and a difficult task. However, Parle-G has shown that if people love your product, and if you work to get their support which it did through advertisements and campaigns, then you don’t really need to worry about the competition you just need to keep your standards and promises, which Parle-G has maintained through the history. This is a remarkable achievement for an Indian Company. A swadeshi company as I want to call it. This is victory of a Make In Idia and Swadeshi.
This is the power of Swadeshi Company. People will support it as long as you are with them providing best quality.
Until then see you in next article…