But Kulkarni admits that it is time to rejuvenate Parle G to appeal to the new generation, who perhaps don't have stories about the brand that is all-too familiar for older generations. Parle Products revamped Parle G with the help of O&M, positioning it as aiding intelligent curiosity with the tagline, G for Genius. There were a lot of reports that claimed that the girl on the packet is Neeru Deshpandey from Nagpur. And even though the quality of cover has changed, the design has not changed much. Even with increased penetration, glucose's share has declined. No matter how broke you’re, Parle G biscuits is a savior If you’re hungry, nothing can match a cup of piping hot chai with Parle G Biscuits. However, with aspirations, biscuit consumption has moved to new premium formats. Kapadia says, "It helped that it had everything in-house - packaging, procurement. Even when the key ingredient prices (vanaspati, sugar and wheat) went north, its price hovered at Rs 4 for a pack. Parle G has also kept pricing in check, though not always leaving it unscathed. In fact, Parle G has outperformed other well. Till its second factory came up in 2000, Parle turned to contract manufacturers. According to a report released in 2011 by market research firm Nielsen, Parle-G has solidified its position as the top-selling biscuit brand worldwide. In 1997, Britannia relaunched Glucose D as Tiger and filled gaps left by Parle G's short supply. While Kulkarni says owing to governmental restrictions on ramping up capacity, Parle G's supply had to be rationed by 20 per cent. The glucose market was 60-70 per cent of the overall market." Glucose is now 22 per cent of Rs 24,000 crore and Parle G is around 80 per cent of it, reaching 6 million outlets. Praveen Kulkarni, general manager, marketing, and with the company since mid-90s, says, "Parle G, till the 1980s commanded over 95 per cent. Kapadia says, "It wanted to sell biscuits in consumer-friendly packs, rather than leave them loose in jars." Parle resorted to importing and patenting its own packing machinery as early as the fifties. It was the belief in branding that also made Parle G's makers self-reliant, build scale and maintain pricing. Parle was among the first advertisers to paint Mumbai's train compartments with Parle Gluco ads when the Indian Railways allowed it. Parle-G cookie packets don't even need an introduction, as we have seen them in supermarkets and our. For many Indians, Parle-G biscuits are the epitome of childhood rather than just a simple snack. The package was one of the several flavours the business released in 2022. Kapadia says Parle always believed in branding: "I still remember Parle G's taglines such as 'Often imitated, never equalled'". A new pack of Parle-G was uploaded on Twitter, shocking internet users. According to the brand, it refers to glucose, the biscuit used to be called Parle Gluco in the early 80s. It clicked with Parle G's target audience, kids and their mothers. The company had earlier tried to battle knock-offs by imprinting the plump little girl (an illustration by Everest) on its packs, in the mid-seventies. We did advertise the differences but then, took a call to change the name and ride more on Parle." In 1982, Parle Gluco was repackaged as Parle G. Munawar Syed, who worked on the Parle account from the seventies till the nineties, at Everest (now director at Triton), says, "People were confused by similar brand names.
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