Chauhan family-owned Parle Products is re-entering the premium glucose biscuits category through the launch of the Parle-G Gold brand.
Parle Products intends to initiate a creative pitch within its roster for its newly launched Parle-G Gold brand. Currently, the agencies in Parle Product's roster are Ogilvy India, Everest Advertising, Grey India and Thoughtshop Advertising
Pravin Kulkarni, general manager, marketing, Parle Products has confirmed the news to afaqs!.
With the Parle-G Gold brand, the Chauhan family-owned Parle Products intends to re-enter the premium glucose biscuits category almost a decade after Parle-G Magix, in 2002.
Parle-G Gold, which is a variant of the Parle-G brand, is bigger in size and will offer a new, richer formula in the glucose biscuits category. It is priced at Rs 10 for 100 grams. With this offering, Parle Products aims to target the urban markets.
Currently, Parle-G is a market leader in the glucose biscuits category.
The new product is currently available in Mumbai and the areas surrounding the city. The company plans to extend the presence across India in a phased manner. Apparently, Grey India has worked on the packaging for the brand.