Parle Products (1950s), led by Vijay, Sharad and Raj Chauhan (owner of the brands such as Parle-G, 20-20, Magix, Milkshakti, Melody, Mango Bite, Poppins, Londonderry, Kismi Toffee Bar, Monaco and KrackJack).The three companies today are as follows: This section was further divided between his two sons. Jayantilal took the beverages section as his share. The four older brothers got the biscuits business as their share, and even to this day, they are all together with no further separation. The reason was mainly because Jayantilal had a lifestyle different from his four older brothers. The separation was only that Jayantilal separated himself from his four older brothers. The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family, with a majority of it owned by Parle Agro products. It minted money from selling cold beverages like Gold Spot, Thums Up and Frooti, all of which became household names. The family saw an opportunity here and opened their own cold drinks business, which flourished because there was no competition. Much later, in 1977, the Morarji Desai government expelled Coca-Cola from India. The Parle brand became well known in India following the success of products such as the Parle-G biscuits. In 1947, when India became independent, the company launched an ad campaign showcasing its Glucose biscuits as an Indian alternative to the British biscuits. Parle began manufacturing biscuits in 1939, with a license to supply their biscuits only to the British Army. The five brothers worked together under their father. He had five sons - Maneklal, Pitambar, Narottam, Kantilal and Jayantilal. He ran a bakery making bread, buns, rusks, scones, nankhatai, turnovers, etc. However, it was not profitable, and so he moved into the food business by selling snacks. He moved to Mumbai to make a living and at first, his business was tailoring. The founder was Mohanlal Chauhan who hailed from Pardi near Valsad in Gujarat. Parle Products was founded in 1929 in India by the Chauhan family of Vile Parle, Mumbai. It is best known for the biscuit brand Parle-G, which is the best-selling biscuit brand in the world, according to a 2011 Nielsen report. 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 is an Indian multinational food processing company, based in Mumbai. Parle Products revamped Parle G with the help of O&M, positioning it as aiding intelligent curiosity with the tagline, G for Genius. Even with increased penetration, glucose's share has declined. 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. Till its second factory came up in 2000, Parle turned to contract manufacturers. 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. Kapadia says Parle always believed in branding: "I still remember Parle G's taglines such as 'Often imitated, never equalled'". 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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