ITC's Sunfeast brand too had over 9 per cent share in the glucose segment last year.Īnalysts said that Parle's relentless focus on top line has driven its rivals to shift strategy from glucose to other sub-segments such as cream and cookies. Net result: Parle-G increased its share from 67 per cent in 2002 to 79 per cent in 2012 while the share of Britannia's Tiger fell to 9 per cent from 26 per cent during the same period. The company also managed to keep prices unchanged for over a decade - between 19 - even as the prices of raw materials such as wheat, sugar and milk escalated up to 150 per cent. But when Parle-G sponsored children's television show Shaktimaan on Doordarshan, it literally rescued the brand. There was a time when Parle-G's dominance was threatened by rival brands, especially Britannia's Tiger, which targeted kids.

This affordability proposition is exactly what has been paying off for Parle-G despite rivals such as ITC and Britannia entering the space.

'Even after 70 years, we haven't digressed from that philosophy and the pricing has helped the brand become a staple today,' Chauhan added.

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