Parle Products, India’s top manufacturer of biscuits, snacks, and confectionery, has collaborated with Redwolf, an indie clothing label, to launch the Genius merchandise collection, which features the nation’s most popular biscuit, Parle G. The collaboration is the business’s first merchandise line and is aimed at giving a nostalgic sensory recall to consumers, for whom Parle G is a buddy that has been with them since childhood, through a fresh take on increasing brand relationship with its main product. The official Parle-G Dipping Mug, Genius Diary, Genius Phone Grip, Chai-Love Coaster, and Tote Bag are among the products offered.
Designed by a creative agency Please The decision is based on the observation that in India, Parle-G is more than just a glucose biscuit. It’s an emotion deeply embedded in Indian families’ hearts that has earned a special place in every home as a national icon. It aims to encourage innovation so that consumers may relate to and recollect their own Parle G journey, thereby making it a part of everyday personal use products. Parle, a 93-year-old brand, has always been associated with invention and agility. It hopes to add to the festive happiness while providing consumers with a vibrant choice of products by launching the collection during the festive season.
Mayank Shah, Sr. Category Head, Parle Products, commented on the launch, saying, “Parle G is fondly known as ‘Desh ka apna biscuit.’ This sentiment is the result of decades of consumer trust and contentment with the brand, which has woven itself into the fabric of Indian households over the years. You’ll find a Parle G story in every part of the country, across all consumer categories. To enhance this brand experience, we chose to work with Redwolf to bring the spirit of Parle to a range of domestic and everyday use products. Parle G is deeply rooted in consumers’ lives, and we hope that its initial retail line will provoke similar sentiments that consumers can relate to.”
“The Parle-G girl is an Indian design icon,” Pritha Sahai, Co-founder & Creative Director of Please See, said of the partnership. Who better to be a hero in a society where we’re trying to define popular culture than her? As a result, using her and the biscuit are two things that every Indian will not only collect, but also relate to.”