India’s biggest biscuit producer forays into packaged wheat flour to answer home baking demand

By Gill Hyslop contact

- Last updated on GMT

Parle-G has been a trustred brand among Indian consumers since 1926. Pic: Parle Products
Parle-G has been a trustred brand among Indian consumers since 1926. Pic: Parle Products

Related tags: Parle-G, Wheat flour, India, Parle Products, Biscuits, ITC Ltd, home baking

Parle Products has expanded its portfolio with the launch of Parle G Chakki Atta (flour) to capitalise on the trajectory growth the home baking trend has experienced since the outbreak of the pandemic.

It also helps that India’s wheat flour market still offers a wealth of opportunities, with products remaining largely unbranded. The branded atta segment has gained momentum since the pandemic outbreak, with the demand for hygienically ground wheat flour and an assurance of a trusted brand driving consumers in the Tier 2 and Tier 3 cities to make the switch.

Only one player, ITC Ltd – which sells flour under the Aashirvaad brand – has to date benefitted from the consumer switch from unbranded to branded wheat flour. In fact, the company reported that retail sales of the brand crossed ₹6,000 crore in FY20.

“The branded atta segment has gained momentum since the pandemic outbreak. With movement restrictions in place, Parle’s venture into the new category is in the lines of being agile on marketing strategies while also capitalising on hygiene and convenience factors that have become a priority in today’s environment,”​ the company said.

Household name

Parle is hoping the new offering will benefit from the Parle G brand, which has become a household staple since 1929.

Parle topped Kantar’s 2020 Brand Footprint ranking, coming in with the highest Consumer Reach Points (the amount of households that bought the brand and the number of times they bought it) at 6,029, an 12% increase over the previous ranking.

“Branded wheat flour is one of the largest segments in the foods industry and the majority of the demand is currently being met by local mills or neighbourhood chakkis,”​ said Mayank Shah, senior category head, Parle Products.

“We aim to reach the remotest household in the country to provide hygienically ground atta and help consumers switch to healthy options.”

Parle G Chakki Atta is currently available in the north and west zones of the country in 2kg, 5kg and 10kg packs priced at Rs 102, Rs 245 and Rs 450, respectively.

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