MAM
Parle Products eyes China for next phase of growth
MUMBAI: The girl with the glucose biscuit is probably the most iconic image after the Amul butter girl in India. The Parle-G girl is a part of the Parle Products family that has been in existence since 1929, founded by the Chauhan family in Vile Parle, Mumbai. Until a few years ago, as you crossed the station, you could smell the aroma of the baked biscuits wafting through the air and immediately got transported back in time to your childhood. The now-defunct factory on the premises is a great reminder of the company’s heritage. Now, Parle is gearing up to make a bigger impact in China and is planning to build a manufacturing facility in Mexico.
In 1947, when India became independent, the company launched an ad campaign, showcasing its glucose biscuit, Parle-G, as an Indian alternative to the British biscuits. The Parle brand has since become well known in India expanding to other names such as Milano, Hide & Seek, Poppins, Kismi, and Melody.
Parle-G continues to hold 20 per cent share of the Rs 25,000 crore biscuit market by value. Since 1990, the product has managed to retain 80 per cent of the glucose biscuit market while premium biscuits are worth only Rs 5000 crore in the total biscuits market.
While biscuits have always been the anchor of the company, comprising nearly 70 per cent of its Rs 10,000 crore turnover in 2017, Parle is now seeking to enhance its confectionery portfolio that generates revenue of more than Rs 1000 crore. The company has also entered into a new category of staples in the recent past.
Parle Products category head Buddha Krishna Rao says that in the last year and half, the company has seen good growth coming back to categories like biscuits, confectionary, snacks, cakes and rusks.
While the brand’s core target has always remained women and kids, a few products have a great appeal with the younger generation. Parle has over a period of time learned to customise its content and communication that cuts the ice with the audience as the market changes.
Parle is working on being relevant in the digital space. Krishna Rao says, “We are in talks with a few production houses for brand integration on digital platform for a customised series, which will be targeted at the Parle audience. The webisode series is slated to launch in late 2018.”
Parle recently rebranded one of its quintessential products, Kismi. The product now also comes in two additional Indianised flavours of rosemilk, kulfi and rajbhog along with the traditional elaichi flavourajr. Kismi, along with Melody, was once the star product for the brand that started to lose its sheen with the entry of newer products in the market.
“Although many believe it was out of the market, it just wasn’t marketed enough. In the last four years, we have felt the need to communicate for the brand and we choose to communicate with youngsters,” Krishna Rao adds. Since the product caters to the younger generation, Parle will engage in a lot of OOH, radio, college fest and other opportunities to connect with the millennials.
Madison recently launched its 2018 outlook report for adex. The report projected that ad expenditures are likely to grow at 12 per cent this year and Krishna Rao thinks the projection is a fair expectation. Parle itself will increase the ad spends by 11-12 per cent in 2018 and the majority of the ad spend will go to the digital medium.
Known for its distribution strength, Parle Products currently reaches out to 4.5 million outlets directly and also has an indirect reach of 6 million. Kaccha Mango Bite has been the best-selling candy in terms of sheer volume for the brand. Parle Products rebranded its chocolate Lacto Bite as Londonderry in 2012, which competes directly with Perfetti Van Melle’s Alpenliebe. Parle discontinued its mint-flavoured candy, Mints, in early 2017 as it was under performing.
The company exports to various markets across the globe including the US, the UK, Europe, Africa, the UAE, South East Asia and Pakistan. It is also looking at spreading its presence in China. Among all the countries Parle exports to, majority of demand comes from Africa as it is still a developing nation and Parle products are available there at economical prices. The company also has two manufacturing units set up in Africa at Cameroon and Nigeria and is already working on setting up a new unit in Mexico. Products like Parle-G, Marie, Krack Jack are locally produced in Africa and the brand wants to predominantly target the Indian diaspora living abroad. Going forward, Parle is looking at having customised products for international markets which would result in more local authentic flavours and combinations to attract local buyers.
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Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
