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Our most popular biscuit
The third decade of the twentieth century was about to complete. Mohanlal Dayal who belongs to Mumbai based textile industrialist Chauhan family, bought an old closed factory for making sweets. Impressed by Mahatma Gandhi's indigenous movement at the time, Mohanlal went to Germany a few years ago, and acquired the art of making this type of food. In 1930, he returned to his homeland acquiring this skill as well as the imported machinery from Germany. At the time this machinery cost around Rs. 60,000.
The factory was started by the Chauhan family between two small villages named Irla and Parla. In the early days, there were only 12 workers in the factory who were accompanied by Chauhan family members who worked as engineers, managers and sweet-makers as well. Interestingly, the Chauhan family became so busy managing the factory that they forgot to name the factory after starting it, and over time, it got its popular name – Parle, after the name of the place where it was located.
The company initially produced one orange candy and over the time produced other sweets. After 10 years of its inception, Parle started making biscuits. In 1938, they made their first biscuit when World War II was about to break out. At that time our country was importing biscuits of British brands like United Biscuit, Britannia which were very expensive and were made only for the upper-class people.
To break this trend, Parle launched Parle Gluco which was affordable even to a common man. These India-made and made for Indians biscuits became popular as soon as they came on the market. These biscuits were also very popular in the British-Indian Army at that time. However, after independence in 1947, Parle had to suspend its production for a while due to shortage of wheat across the country.
A memorable ad was launched smartly by Parle at that time in which revolutionaries of the freedom struggle told that people should rely only on Parle biscuits till the wheat stock in the country becomes normal.
With competition from other brands such as Britannia, Parle patented his machinery in the 1960s and decided to create a unique packaging. A yellow shaded wax paper with a photo of a little girl with Parle's logo was used for new packaging. Despite Parle's new packaging, consumers could not differentiate between Parle and other because of the other glucose biscuits in the market. To address this problem, the company added a 'G' of glucose to its packaging in the year 1982 and thus became Parle-G.
The company then launched an innovative TV ad in which a grandfather is shown with children singing “Swaad Bhare, Shakti Bhare, Parle-G” (which means ‘tasty and healthy Parle-G biscuit’). In 1998, the company got a huge brand ambassador in the form of Shaktiman and Parle-G's ad with Shaktiman became popular among young children immediately.
Since then, the company has never looked back through many ads like 'Ji Maane Genius', 'Hindustan Ki Taakat', 'Roko Mat, Toko Mat'. Through these ads, the common people could also connect with Parle G and the company’s brand-image was radically changed. You may be surprised to learn that in today’s time, about 1 billion packets are sold every month due to the creative ads and reliable quality of these biscuits.
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