Parle takes one step at a time

Carpet bombing will not work, so company goes slow with Fresh Harvest rollout

By its very nature, commodities are difficult to brand — because there is little product differentiation, it is difficult for players entering the market to charge a price premium that a strong brand would like to command. Added to that, if the category in question is overcrowded, with national, local and shop brands jostling for consumer attention, a new entrant has its task cut out.

That explains why Parle Products, which entered pulses market in May this year with the launch of Fresh Harvest in Maharashtra, is planning to take one step at a time. Next stop: Karnataka.

“Commodities market