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Parle Products, the country’s largest biscuits maker that made over 10 launches in the last two years, has decided to add more crunch to its cookie offering even as competition is heating up between the company and rival Britannia.
“Many of the Parle products, biscuits or confectioneries, are market leaders in their category. With a 40 per cent share of the total biscuit market, and a 15 per cent share of the total confectionary market in India, Parle is keen to launch more products in the premium segment, as well as strengthen its distribution reach,” said Mayank Shah, Group Product Manager.
Britannia Industries’ Chairman Nusli Wadia had recently said at the company’s 95th annual general meeting that he planned to overtake Parle in three years time.
“Wadia was merely attempting to downplay the main issue,” a senior official at Parle told BusinessLine , requesting anonymity.
“Wadia has said Britannia can overtake Parle since there is only a 3 per cent difference between both companies in the market. He was very selective, since the 3 per cent is only for biscuits. The main issue is of volume, and volume-wise, Parle is far ahead of Britannia. In terms of turnover, Parle is 20 per cent ahead,” the official added.
A Nielsen study has shown that Parle, Britannia and ITC have a combined 80 per cent share of the biscuit market.
Stating that Britannia was losing market share to ITC and Parle, the official said Parle was “not particularly unnerved” at Britannia’s plan to invest ₹150 crore over the next two years.
Parle recently launched Parle Milano Centre Filled - Dark Cookies, which are dark chocolate shells with a chocolate cream filling.
At the launch, Shalin Desai, Deputy Marketing Manager, said since the consumption of dark chocolate was growing at a rapid pace across the country, it was a strategic step to innovate the cookie category to suit the taste of most consumers.
Parle has also announced a special offer for its Parle Kreams and Kreams Gold during the festival season, wherein consumers can win a host of products.
Bhavin Panchamia, Senior Product Manager, Parle, said since consumer sentiments were buoyant during the festival season, the company decided it was the best time to interact with consumers via the promotion offer.
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