Monday, 23 September 2013

The Parle Saga


                    Parle Products company was founded in 1929 in British India. It was owned by the family of Late Sri Jayanthi Lal Chauhan of Vile Parle. Ville Parle or Vile Parle also known as "Parla", is a suburb of Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and the soft drinks such as Thums Up, Limca & Maaza which were later sold to Coca Cola.     The original Parle company was split into three separate companies in 1984, owned by the different factions of the original Chauhan family:
  • Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)
  • Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti, Appy & Bailey)
  • Parle Bisleri, led by Ramesh Chauhan

                    All three companies continue to use the family trademark name "Parle". The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name. In 2009, the Mumbai High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.

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