38.6c New Delhi, India, Thursday, May 23, 2024
Business

Parle-G Biscuits reportedly clock in 'Best Sales' in the Times of COVID-19

By Manthan Pandit      10 June, 2020 02:31 PM      0 Comments
ParleG Biscuits COVID-19

An old pastime of dunking Parley-G biscuits in a steaming cuppa, and deftly biting off the tea-soaked half before it crumbled over itself may have soothed the nerves of many sufferings from lockdown blues. 

This 5-rupees-a-pack cookie came handy for many migrants who trekked hundreds of kilometers to get back home. While many stocked their kitchen cabinets with Parle-Gs, the do-gooders distributed them in sacksful to the needy.

During the period of coronavirus-forced lockdown in the country, Parle Products has recorded the best sale ever of its marquee product, Parle-G. 

Although the biscuit maker did not reveal their official sales figure, they clocked record-breaking sales during March, April, and May. Parle-G has been manufactured since 1938.

The Parle-G sales numbers have helped Parle Products increase their market share in the country by 5 percent, announced Mayank Shah, Parle Products Category Head. "Parle-G sales accounted for 80-90 percent of this growth. That is beyond precedent, "he added.

Mr. Shah further said that the popular biscuit sales were pushed by bulk buying by NGOs and state governments as they bought them to distribute among migrant laborers who made arduous journeys to their hometowns on foot from cities across the country. 

"This is the biscuit of a common man; people who can't afford bread buy Parle-G," Mr. Shah says about the appeal of the product to an average consumer.

A kilogram of Parle-G costs Rs 77 which puts it in the category of affordable or value. 

The nationwide lockdown started for an initial 21 days on 25th March 2020 but has been extended several times since. It remains in place until 30th June 2020, relative to the early days of the lockout, but with major relaxations.

During the COVID-19 lockdown phase, the sales of fairly priced biscuits went up massively in the country as people stacked up on easy and simple essential food items.

Biscuits across price points have seen a massive surge in sales volumes over the past three months. Britannia’s Good Day, Tiger, Milk Bikis, Bourbon and Marie and Parle’s Krackjack, Monaco and Hide & Seek have sold significant numbers during the lockdown, experts said.

"Consumers were taking whatever was available - be it premium or economy priced. Some players may have focused more on premium value SKUs as well," said Anuj Sethi, Senior Director, Crisil Ratings, which recently conducted a thorough analysis of FMCG players. 

"Players in the past 18-24 months had focused on enhancing distribution reach, especially in rural areas; this worked well for them during the pandemic," he added.

The company also restocked its distribution channels within 7 days to guarantee product availability at retail outlets during the COVID-19 lockdown phase.

Parle Products currently has 130 factories all over India with 120 of them continuously producing units while 10 are owned premises.

"Premiumisation in biscuits should be seen compared to other food categories, such as chips, chocolates, and soft drinks, most of which are more expensive than biscuits," Crisil's Mr.Sethi said. 

"Consumers, therefore, make these trade-offs in the overall food category-not in biscuits, which has led to an increase in the consumption of premium biscuits," he added.

 

 



Share this article:



Leave a feedback about this
TRENDING NEWS

no-interim-relief-to-forest-essentials-in-trademark-fight-against-baby-forest-in-delhi-hc
Trending Business
No interim relief to Forest Essentials in trademark fight against Baby Forest in Delhi HC

Delhi HC denies interim relief to Forest Essentials in trademark case against Baby Forest, citing "forest" as generic. Next hearing on July 10.

22 May, 2024 11:35 AM
singapore-airlines-flight-sq321-from-london-to-singapore-drops-6000-ft-within-minutes-1-dead-several-injured
Trending Business
Singapore Airlines flight SQ321 from London to Singapore drops 6000 ft within minutes, 1 dead, several injured

Singapore Airlines flight SQ321 from London to Singapore suffers 1 fatality after air dropping 6000 ft due to severe turbulence.

22 May, 2024 11:53 AM

TOP STORIES

ed-to-seek-court-nod-for-custody-of-accused-if-not-arrested-till-cognisance-of-complaint-sc
Trending Judiciary
ED to seek court nod for custody of accused, if not arrested till cognisance of complaint: SC [Read Judgment]

The Supreme Court ruled that the Enforcement Directorate must seek court approval for custody of an accused if not arrested before the court takes cognizance of a complaint.

17 May, 2024 01:38 PM
fundamental-right-to-health-includes-consumers-right-to-be-made-aware-of-quality-of-products-sc
Trending Judiciary
Fundamental right to health includes consumers' right to be made aware of quality of products: SC [Read Order]

Right to health includes consumers' right to know product quality. Advertisers must submit self-declarations for ads to ensure transparency and accountability: SC

17 May, 2024 01:43 PM
sc-asks-ed-to-file-response-to-sorens-plea-for-interim-on-may-20
Trending Judiciary
SC asks ED to file response to Soren's plea for interim on May 20

SC asks ED to file a response by May 20 to Hemant Soren's plea for interim bail during Lok Sabha elections, with a hearing scheduled for May 21.

17 May, 2024 06:12 PM
sc-notice-to-ec-on-plea-by-adr-for-release-of-voters-turnout-data
Trending Judiciary
SC notice to EC on plea by ADR for release of voters turnout data

SC issues notice to EC on ADR plea to release voter turnout data. SC demands EC to disclose vote counts within 48 hours after each phase of the 2024 Lok Sabha polls.

18 May, 2024 11:16 AM

ADVERTISEMENT


Join Group

Signup for Our Newsletter

Get Exclusive access to members only content by email