Parle Products enters the traditional namkeen market; Launches "Parle Namkeen"

Parle Products, India’s largest biscuit and confectionary manufacturer is all set to revamp Parle Namkeen. The product that was launched mid last year, was test marketed in selected cities of Uttar Pradesh and Madhya Pradesh, following which; Parle Products is expanding its presence in the Namkeen category across India. The product is now available across kirana stores and modern retail formats.

Parle Namkeen will be available in three categories – Mixture, Bhujia and Dal. Under the Mixture category Parle Namkeen will offer Khatta Meetha and Hot ‘n’ Spicy Mixture. The Bhujia category will also be available in two varieties - Bhujia Sev and Aloo Bhujia. The third category is Moong Dal, crispy, tasty and protein rich tea-time snack.

The packaging of the product is attractive, vibrant and clutter breaking. There has been maximum usage of bright colors and the house name has also been prominently mentioned on the packs.

Commenting on the pan India launch, B Krishna Rao, Group Product Manager, Parle Products said, “After test marketing the product mid last year, we have received tremendous response from both consumers and the trade. We would like to maximize this opportunity by reaching out to more consumers across markets in India.”

He further added, “To induce trials we will be offering our customers 25% extra on each packet. Looking at the positive demand in the market, we are aiming to capture 20% market share by end of this financial year.”

The namkeen category has seen tremendous growth in the last couple of years and has been growing at an enormous rate of more than 25% year on year. Parle Namkeen will be available across popular price points of Rs. 5, Rs 10 and Rs 20 per pack. The packets will be available at 25g, 50g, and 100g respectively including 25% extra offer.