Parle G reports its highest biscuit sales during lockdown months

One of India's dearest and oldest biscuit brand, Parle-G, achieved a unique feat of selling most number of biscuits during this coronavirus lockdown. Although biscuit maker Parle Products refused to share ir specific sales statistics, y affirmed that during March, April, and May company experienced ir best months in terms of sales in ir eight deces.

Media reports quoted Mayank Shah, category he at Parle Products, saying, "We’ve grown our overall market share by nearly 5%... And 80– 90% of this growth has come from Parle-G sales. This is unprecedented."

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Demand surge

COVID-19-induced lockdown, still in place with easier rules, have seen demands for biscuits go up as people stacked up on easy and simple essential food items. Fairly priced biscuits also became an important snack for thousands of migrant workers walking back to ir native towns.

A senior analyst in a rating ncy ted that consumers were buying whatever was available - be it premium or ecomy-priced foodstuffs and some players may have focused more on premium value SKUs (stock keeping unit) as well. "Players h been focusing on enhancing distribution reach, especially in rural areas in past 18-24 months; this worked well for m during pandemic," analyst ded. 

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Company strategy

company reportedly restocked its distribution channels within seven days to guarantee product availability at retail outlets during COVID-19 lockdown phase. Mayank Shah said that during  lockdown, Parle-G became comfort food for many; and for several ors, it was only food y h, in an apparent reference to migrants and poor.

"This is a common man’s biscuit; people who cant afford bre – buy Parle-G... We h several state governments requisitioning us for biscuits… y were in constant touch with us, asking about our stock positions. Several NGOs bought humongous quantities from us. We were lucky to have restarted production from March 25 onwards," he was quoted by media reports.

(With inputs from ncies)

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