The “Success factors" of the world’s largest selling biscuit company

A brand born before its country emerged as an independent nation.

How does it become the world’s largest biscuit-selling company?

Let’s deep dive into the success factors of Parle-G, “G maane Genius.”

Product 🚀

Parle-G was launched in 1939, and it is still going strong.

People of all age groups love the biscuit, and it’s a favourite tea companion in many households.

The biscuit is made with wheat flour, sugar, and vegetable oil.

It does not contain any artificial flavours or preservatives.

The fact that Parle-G is used as “a verb” every time someone wants to eat a biscuit in a tea shop (Bhaiya, Ek Parle-G de do) speaks a lot about how popular it is.

Price 💸

Price is one of the most vital factors for the success of Parle-G biscuit.

The company has not raised its price of ₹4 per packet since 1994 because Parle knows that price has a significant share in Indian customers’ purchase behaviour.

However, due to inflation Parle was forced to increase the price over the years.

And in 2021, Parle hiked the price to ₹5 for the standard biscuit pack.

Just ₹ 1? How do they make money, then?

The ₹4 packet was weighed at 100g in 1994, and now the standard packet costs ₹5 and weighs 55 grams.

That means a 45% reduction from what they had started in 1994.

What are your thoughts about this move? Comment below.

Priced at ₹5, Parle-G is one of the most affordable biscuits with the best taste.

Branding 🎯

To attract kids, Parle used an illustration by Everest creative back in the 60s.

However, people created their own stories about the kid being a girl and assigned names of their own accord.

Parle G uses solid lines and positions itself in the market as — ‘Bharat ka Apna Biscuit’ (India’s biscuit), “G for Genius,” and “Hindustan ki Taakat” (The Indias’s strength)

To create a brand association and establish a connection with customers, Parle never changed its packaging.

This ultimately benefited the brand in standing out from the competition and produced a high recall value among consumers.

Distribution 🚚

Parle products can be bought only from the distributors and not directly from the manufacturer.

This is to scale their distribution channel even more extensively.

Even a billion-dollar company has to buy Parle-G from its distributors and doesn’t get direct access.

Parle’s distributors are loyal and vice-versa.

Few Mind Blowing Facts 🤯

You can cover Earth’s circumference 192 times end to end if you line up all the Parle-G biscuits consumed annually.

Parle-G registered ₹5000 crores worth of sales in 2013.

400 million Parle-G packets are produced daily.

Parle-G’s distribution network had covered 6 million retail stores by Jan’13.

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