Launched over ten decades ago, Parle remains the most chosen FMCG brand for in-home consumption in India, according to a recent report by Worldpanel by Numerator. The biscuit maker, whose legacy dates back to 1929, has continued to dominate Indian households through extensive distribution, innovation, and agile adaptation.

Dominating the FMCG Market

Parle’s philosophy has always been to stay close to its consumers. With a presence across both urban and rural retail, the brand’s products today are available in neighbourhood kiranas, supermarkets, and through quick commerce platforms. This ensures that people can get their favourite Parle products anytime—whether they prefer traditional shopping or instant delivery.

Parle also works closely with distributor partners and continuously strengthens its supply chain to ensure consistent availability and quick responses to changing demand. This diverse retail network gives the brand access to insights into regional preferences, helping it optimize its product range and design promotions that resonate with local consumers.

“By combining reach, agility, and a deep understanding of consumer behaviour, we stay ahead in a competitive FMCG market. Wherever people shop, offline or online, they can count on Parle to be there, accessible and relevant to their needs,” shared Mayank Shah, Vice President, Parle Products.

Balancing Kiranas with Modern Retail

Parle believes in taking a balanced approach that values both traditional kirana partners and newer retail channels. Kiranas have been the backbone of the brand’s distribution for decades, offering a personal connection with consumers and valuable insights into local preferences. The company continues to support these stores, ensuring they’re well-stocked, visible, and able to serve communities effectively.

Simultaneously, Parle is embracing modern retail and e-commerce, including quick commerce platforms, to meet the needs of today’s fast-paced consumers who value convenience and instant access.

"This dual approach helps us stay relevant across all retail formats, blending the trust and reach of kiranas with the speed and convenience of modern channels,” expressed Shah.

Tapping Rural Markets

Beyond cities, Parle sees significant growth potential in semi-urban and rural markets, where evolving lifestyles and rising incomes are creating demand for quality FMCG products. “These areas give us the opportunity to offer both our core favourites and new innovations tailored to local tastes,” noted Shah.

Kiranas remain an important pillar for Parle’s growth, even as the brand continues to expand across quick commerce and modern trade formats. Quick commerce helps cater to consumers who value speed and convenience, while modern trade allows Parle to showcase products to a growing segment of urban and semi-urban shoppers.

“By combining insights from both traditional and new-age channels, we can optimize distribution, product assortment, and promotions. This approach ensures Parle reaches more consumers while staying relevant, accessible, and consistently present wherever people choose to shop,” remarked Shah.

Domestic and International Revenue

The majority of Parle’s revenue continues to come from offline retail—including kiranas, supermarkets, and modern trade—which remains the core of its distribution network. At the same time, online channels, including e-commerce and quick commerce platforms, are growing rapidly and contributing an increasingly significant share.

On the international front, Parle has manufacturing units in seven countries, including Cameroon, Nigeria, Ghana, Ethiopia, Kenya, the Ivory Coast, and Nepal. The brand also exports to the U.S., UK, Canada, Australia, New Zealand, and the Middle East. Its international business has been steadily rising and now accounts for a meaningful portion of overall revenue. 

“We adapt our portfolio to suit local tastes while maintaining the Parle promise of quality and value. Overall, our strategy is to maintain a healthy balance between offline and online channels, while expanding our presence in international markets for sustainable growth,” expressed Shah.

Doubling Down on Innovation

Parle continues to innovate its product mix to keep up with diverse consumer needs, especially among urban millennials and Gen Z, who seek convenience, variety, and new experiences. While classics like Parle-G, Hide & Seek, and Monaco remain favourites, the company has introduced new flavours, formats, and packaging designed to resonate with younger consumers.

“A great example is Parle Fab, our range of fun, indulgent biscuits for younger consumers looking for exciting flavours and on-the-go convenience. With vibrant packaging and unique taste combinations, Parle Fab brings a modern twist to snacking while staying true to our promise of quality,” shared Shah.

The brand is also expanding its snack portfolio with bold innovations under Parle Wafers, such as Dragon Chips and Chillam Chilli. These adventurous flavours cater to today’s youth, offering exciting taste experiences and strengthening Parle Wafers’ position as a leading snacking brand.

However, this innovation doesn’t come at the cost of the quality and trust Parle is known for.

“By continuously refreshing our product offerings—both classic favourites and new launches—we ensure they meet evolving consumer needs.  Through these innovations, we continue to blend heritage with modernity, keeping our products relevant, exciting, and in tune with evolving consumer preferences,” he added.

Future Expansion Plans

Looking ahead, Parle plans to deepen its presence in domestic markets while expanding internationally. Within India, the brand aims to strengthen its reach across semi-urban and rural regions, where evolving consumer preferences and rising incomes are opening up new opportunities. It is also expanding across quick commerce and modern trade channels.

Internationally, the company is focusing on markets with strong demand for Indian FMCG products and snacks.

“Alongside geographic expansion, combining reach, innovation, and consumer understanding positions us well for sustainable growth, both in India and abroad,” highlighted Shah.