Parle Products

Parle Products Private Limited[1][2] is an Indian food products company. It owns the famous biscuit brand Parle-G. In 2019, it had a dominant share of 7% of the global biscuit market but in the last few months the brand grew by leaps and bounds and as of 2020, it has a 50% dominant share of the global biscuit market.[3] As of 2020, as per Nielsen, it is the largest selling biscuit brand in the world.[4]

Parle Products
TypePrivate limited
Unlisted
IndustryFood
Founded1929
FounderChauhan family
HeadquartersVile Parle (East),
Mumbai, Maharashtra
,
India
ProductsParle-G, 20-20 Cookies, Happy Happy, Hide & Seek, Krackjack, Magix Creme, Milano, Monaco
OwnerVijay Chauhan, Sharad Chauhan & Raj Chauhan
Number of employees
50,500
Websitewww.parleproducts.com

History

Parle Products company was founded in 1929 in British India by the Vile family of Vile Parle, Bombay. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits.[5] The Parle brand became well known in India following the success of products such as the Parle-G biscuits and cold beverages like Goldspot, Thums up and Frooti.

The original Parle company was split into three separate companies, owned by the different factions of the original Chauhan family, with a majority of it owned by Parle Agro products:[6]

  • Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G, 20-20, Magix, Milkshakti, Melody, Mango Bite, Poppins, Londonderry, Kismi Toffee Bar, Monaco and KrackJack).
  • Parle Agro (1960s), led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy).
  • Parle Bisleri (1970s), led by Ramesh Chauhan, his wife Zainab Chauhan and their daughter Jayanti Chauhan.

All three companies continue to use the family trademark name "Parle". The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionery business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionery products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name.[7] In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.[8]

Brands
Biscuits
  • Parle-G (introduced in 1938 as Parle Gluco)
  • Monaco (1941-1945) India's first salted cracker
  • Cheeselings (1956)
  • KrackJack (1974)
  • 20-20
  • Golden Arcs
  • Parle Marie
  • Milk Shakti
  • Parle Hide & Seek (1996)
  • Parle Hide & Seek Bourbon
  • Fab!
  • Top
  • Parle Gold Star
  • Happy Happy
  • Simply Good
  • Namkeen coconut
  • Magix
  • Parle-G Gold
  • Milano
  • Nutricrunch
  • Bakesmith
Sweet confectionery
  • Orange Bite (1929) [First Parle Product]
  • Kismi Toffee Bar (1963)
  • Poppins (1966)
  • Melody (1983)
  • Mango Bite (1986)
  • Londonderry
  • 2 in 1 Eclairs
  • Mazelo
  • Kaccha Mango Bite
  • Strawberry Bite (2020)
Snacks
  • Mexitos Nachos
  • Parle's Wafers
  • Full Toss
  • Parle Namkeens
  • Parle Rusk
  • Parle Cake

Since they have been entered at the food competition of Monde Selection in 1971, the brands have received consistently gold and silver Quality Awards at the World Quality Selections.[9]

Infrastructure

Apart from the original factory in Mumbai, Parle has manufacturing facilities at Neemrana (Rajasthan), Bengaluru (Karnataka), Hyderabad(Telangana), Kutch (Gujarat), Khopoli (Maharashtra), Pantnagar (Uttarakhand), Sitarganj (Uttarakhand), and Bahadurgarh (Haryana). Bahadurgarh (Haryana), Muzaffarpur (Bihar) and Pantnagar (Uttarakhand) plant are one of the largest manufacturing plants of Parle in India. It deploys large-scale automation for manufacturing of quality biscuits. It also has several manufacturing units on contract.[10]

References
  1. "PARLE PRODUCTS PRIVATE LIMITED". OpenCorporates. Retrieved 17 September 2018.
  2. "Parle Products Pvt. Ltd.: Private Company Information". Bloomberg. Retrieved 17 September 2018.
  3. "Parle gets Happy Happy wooing the price-conscious". The Hindu Business Line. 2 February 2012. Archived from the original on 6 February 2012. Retrieved 13 February 2012.
  4. Bhushan, Ratna (3 March 2011). "Parle-G world's No 1 selling biscuit: Nielsen". Economic Times. Retrieved 23 November 2017.
  5. Jill Didur (2006). Unsettling partition: literature, gender, memory. University of Toronto Press. p. 22. ISBN 978-0-8020-7997-8.
  6. Paramita Chatterjee & Ratna Bhushan (10 August 2009). "Chauhans lock horns over Parle brand, yet again". The Times of India. Retrieved 12 October 2011.
  7. Dev Chatterjee & Meghna Maiti (15 September 2008). "Chauhan siblings close to settling row over Parle brand". Economic Times. Retrieved 12 October 2011.
  8. Paramita Chatterjee & Ratna Bhushan (13 January 2009). "No sign of truce in battle over 'Parle' brand". The Economic Times. Retrieved 12 October 2011.
  9. Awards
  10. "Parle bakes a biscuit formula for TN, Kerala". Economic Times. 29 January 2003. Retrieved 12 February 2012.
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