Parle rallies behind premium Platina brand to connect with new customers

The company sees a swelling in the ranks of affluent Indians that would help accelerate its premium run

A year since Parle Products, the Mumbai-headquartered octogenarian biscuits and confectionary brand, grouped its premium products under a single label, Platina, it is addan ing a layer of gloss to its premiumisation efforts. With Twinkle Khanna as endorser and a larger premium portfolio, the company is looking to connect with new customers and beat the slowing growth in the mass segment.

The mass market brand that will turn 90 next year is looking to build its identity beyond its best-selling biscuit, the Parle-G Glucose. The company is playing for a larger slice of the Rs 20-billion-odd super premium biscuit business and