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Parle-G retains lead in glucose biscuits
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Tuesday, 16 November, 2004, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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The popular Parle-G, the largest selling glucose biscuits from Parle Products, has witnessed a price hike after a gap of nine years. The price hike has taken up the price of a 100 gm Parle-G pack from Rs 4 to Rs 4.50, while that of the 50 gm pack from Rs 2 to Rs 2.50. The company does not have plans at the moment for price increases in any other brands.
The organised biscuit market in India is estimated to be over Rs 3000 crore. Britannia, the market leader, is said to have about 45 per cent market share, with Parle close behind at about 30-35 per cent. Parle is facing growing threat from more glucose brands, especially domestic brands from ITC (Sunfeast), and Hindustan Lever (Modern). Earlier, Britannia's Tiger had made an entry into the glucose segment a couple of years ago. In spite of FMCG majors entering into the field, Parle is not exactly on a shaky ground. Instead, the category is fast expanding and the company is holding on to its dominant position.
Protecting its turf of its largest selling glucose brand, Parle has also decided to restrict its line extensions to avoid diluting its equity. While it has extended Parle-G to a more premium variant (Magix) in three flavours, it has deleted the Parle-G tag for its Milk Shakti brand and brought it under the generic Parle name.
Early this year, it took on Britannia's brand of Good Day cookies. Parle products introduced two new cookie variants under the chocolate chip cookie brand - Hide & Seek. Sporting flavours such as butter and cashew badam, Hide& Seek is pitted against Britannia's existing Good Day cookies that come in similar flavours.
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