Parle G ❤️ A Heart Touching Success Story | Case Study | History | World's No.1 Biscuit | Live Hindi

Summary

This video script narrates the fascinating history of Parle G, an iconic Indian biscuit brand. It details how Parle G, initially a luxury for the elite, became a household name by adapting to Indian tastes and embracing the spirit of self-reliance during the Swadeshi movement. The brand's strategic moves, such as silent price increases through reduced packet sizes and maintaining a consistent quality, have kept it a favorite among consumers. The script also touches on Parle G's expansion into international markets and its ability to capture the hearts of people across generations with its emotional connect and innovative marketing strategies.

Takeaways

• 🍪 The video discusses the evolution of biscuits in India, particularly focusing on the brand Parle G and its impact on Indian consumers.
• 🏭 Parle G was initially a luxury item for the elite but became popular among all classes after the brand's strategic marketing and distribution efforts.
• 👨‍🍳 The founder of Parle G, Mohanlal Dayal, was a tailor who started the business during the Swadeshi movement to promote local products over foreign ones.
• 🚀 Parle G's success is attributed to its affordable pricing strategy, which has remained consistent over the years, making it accessible to a wide audience.
• 📈 Despite facing competition and market fluctuations, Parle G has maintained a significant market share in India, currently over 40%.
• 🌐 The brand has expanded globally, with a presence in countries like the USA, UK, Canada, Australia, and New Zealand, and has manufacturing units in several countries.
• 🔼 Parle G has diversified its product portfolio beyond biscuits to include candies, chocolates, and other snacks, catering to various consumer tastes.
• 📊 The company has adapted to market changes by launching new products and using innovative advertising campaigns, such as the association with the popular 'Shaktimaan' character.
• 📦 Parle G's distribution strategy involves partnering with local bakeries, which has helped the brand maintain a steady supply and meet high demand.
• 💡 The video highlights the brand's unique approach to price increases, opting to reduce quantity rather than raise prices, to avoid consumer backlash.

Q & A

Why were Hindu people initially hesitant to consume biscuits?

Hindu people were initially hesitant to consume biscuits because they were made using eggs, which were considered non-vegetarian and thus not acceptable to many Hindus.

Who was the person that changed the mindset of people towards biscuits in India?

The mindset of people towards biscuits in India was changed by Lal Radha Mohan, who started a company named 'Hindu Biscuits' in 1998 with the aim of popularizing biscuits among Hindus.

How did Mohanlal Dayal, the tailor, get involved in the biscuit industry?

Mohanlal Dayal, a tailor, got involved in the biscuit industry after being influenced by the Swadeshi movement led by Mahatma Gandhi. He decided to start his own company to produce biscuits and chocolates that would compete with foreign products.

What was the name of the first product launched by Mohanlal Dayal's company?

The first product launched by Mohanlal Dayal's company was an orange candy, which became quite popular at the time.

Why did Parle's biscuit sales drop in the 1960s?

Parle's biscuit sales dropped in the 1960s because many other companies started launching their biscuits under the name 'Gluco', creating confusion among consumers about the original Gluco biscuit.

What strategic move did Parle take to improve its sales when faced with competition?

When faced with competition, Parle decided to improve its branding by introducing new packaging with a green wax paper and a red brand label featuring an illustration of a little girl, which was designed by Magnalal D'Cruz of Everest Brand Solutions.

How did Parle's association with the popular 90s superhero 'Shaktimaan' help its brand?

Parle's association with 'Shaktimaan', a popular superhero among children in the 90s, helped the brand become more popular among kids, as they associated the brand with their favorite hero.

What is the significance of the tagline 'Jee Mein Jeeniyus, Hindustan Ki Taakat' for Parle products?

The tagline 'Jee Mein Jeeniyus, Hindustan Ki Taakat' signifies the strength and resilience of Parle products, positioning them as a symbol of India's strength and a must-have in every household.

How did Parle manage to maintain its biscuit prices while other costs were increasing?

Parle managed to maintain its biscuit prices by not increasing the price but instead reducing the quantity in the packets. This strategy ensured that consumers did not feel the price increase directly.

What is the current market share of Parle in India's biscuit industry?

Parle currently holds a market share of over 40% in India's biscuit industry, which is the highest among all biscuit brands.

How does Parle's distribution strategy contribute to its success?

Parle's distribution strategy contributes to its success by ensuring that its products are available in small shops across the country. This widespread availability, along with strategic partnerships with local bakeries, allows Parle to quickly introduce new products to the market and maintain a strong presence.