Parle Products, India’s leading biscuits, manufacturer, is increasing its range with the launch of ‘Parle G Chakki Atta’. Parle targets to capture urban and rural markets with 100% wheat atta and with a mission to deliver healthy and authentic atta. The distribution of atta has already begun in northern & western parts of the country.
Since covid branded atta segment has gained impetus since and with movement restrictions in place, Parle’s venture into the new category is in the lines of being agile on marketing strategies while also capitalizing on hygiene and convenience factors that has become a priority in today’s environment.
Branded wheat flour is one of the largest segments in the foods industry and the majority of the demand is currently being met by local mills or neighborhood chakkis, Mayank Shah, senior category head, Parle Products, said.
The atta is being launched under the brand name ‘Parle G’, a hugely popular and trusted brand by Parle Products. The company aims to build on this established faith by consumers and enable them to feel secure about their buying decisions. Parle G Chakki Atta is a wholesome product that can provide tasty and healthy rotis with 6 hours of softness assurance. It is currently being launched in the north & west zones of the country under 3 SKUs – 2kg, 5kg, and 10kg with competitive pricing.
The urban markets lead in the consumption of packaged atta making it largely an urban phenomenon. But with the onset of the pandemic, the need for hygienically ground wheat flour and assurance of trusted brand is driving consumers in the Tier 2 and Tier 3 cities to switch to Branded Atta. We aim to reach the remotest household in the country to provide hygienically ground atta and help consumers switch to healthy options.
Made from specially sourced, select good quality wheat, Parle G Chakki Atta will be a game-changer in the market that will add to our consumers’ health in the long run. Being a pioneer in the food business, it is our responsibility to consumers to provide nutritional, credible, and quality products. We look forward to continuously evolving into a brand that puts consumer well-being first.