Imagine dipping a Parle-G glucose cookie into your cup of tea in the evening and watching it re-enter the milky brew as it comes out of its ritual bath.
When Parle, the manufacturer of the aforementioned glucose biscuit, announced that it was broadening the brand with two additional flavours — Parle-G Oats & Berries and Parle-G Kismi & Cinnamon, many people voiced a similar sentiment. The Parle-G and chai Jodi are so ingrained in Indian culture that even a small modification in any of them causes people to want to talk about it. The preferred food for evening tea talk is currently the topic of discussion. To begin with, the packaging of the two new items is very similar to that of the Parle-G glucose biscuits. Rather than being a brand-new biscuit product, the Kismi Cinnamon packaging is more akin to the chocolate packaging.
Mayank Shah, senior category leader, Parle Products, responds when asked about the design similarities and whether developing a new sub-brand is a better option that they intended to capitalize on the biscuit’s association with health. Hence the similarities in design. He continues, “The two variations are intended for a distinct group of individuals than their more well-known sibling.” The Oats & Berries variety, according to Shah, is the result of research that shows that while India’s middle class desires healthier foods, the cost of the items deters them from consistently consuming them.
On the other hand, the Kismi Cinnamon cookie is intended for coffee enthusiasts because cinnamon and coffee work well together. However, compared to tea drinking, India’s coffee culture is still in its infancy, so Parle-G has its work cut out for it. It has to start from the beginning and form a habit. Shah concurs with this statement but notes that “the South is big on coffee,” therefore it does not apply to all of India. The youth are “more prone to drink coffee,” he claims. It’s also the reason Parle chose to launch a product that goes well with coffee. According to Shah, both goods “target the 15 to 25-year-olds.” By August, the corporation will have distributed the products all over the nation. Right now, they are accessible in the western and southern regions.
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