Parle Products plans to focus on existing brands, premiumisation

Last year, Parle forayed into the Rs150-tn pulses market in India with its premier Fresh Harvest brand

In its quest to become a Rs 200-billion foods company in five years, Parle Products plans to enter less competitive categories that are predominantly unorganised and extend premiumisation of its current portfolio.

For a couple of years, the company will continue to focus on the existing premium products and categories, said Mayank Shah, category head at Parle. “We will focus on innovating the existing product line and see how to premiumise them,” he said. 

Last year, the company had unveiled a separate division, Parle Platina, to launch premium products and drive market share. The group includes brands such as Hide & Seek,