Parle, a well-known biscuit manufacturer, has described its ambitious plans for the upcoming months, concentrating on both consolidation and expansion in an exclusive conversation with BW Retail World.
The company aims to strengthen its position in the atta (wheat flour) and cereal categories while utilising its recent successful launches.
With its expansion into atta and breakfast cereal, Parle targets to attain a major market share in these sections. By introducing variety in its product portfolio and capitalising on the strong equity of the Parle-G brand, the company is well-positioned to capitalise on emerging opportunities in the market.
Mayank Shah, Senior Category Head of Parle Products, underlined the company’s strategic objectives, saying, “In the next 6 months to a year, we are looking to consolidate our position in the atta and cereal categories, along with the new launches that have recently taken place.”
According to Shah, Parle-G atta was originally launched in 1998 it was considered ahead of its time for the Indian market and was discontinued domestically. However, it remained available in the global export market.
Last year, in a strategic move, Parle re-launched Parle-G atta in India, capitalising on its successful international presence.
Parle ventured into the breakfast cereal category with the introduction of the brand ‘Hide & Seek Fills’.
“Parle closed almost 16,000 crore to 17,000 crore in the last year,” Shah said. Looking ahead, the company is targeting a double-digit growth rate of 12 to 15 per cent for the coming year, Shah added.
