Ajay Chauhan examines biscuits in factory
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Indian brand making one of world's best-selling biscuits

As the purchasing power of India's middle classes grows, there is an increase in the number of foreign brands reaching the country's shelves.

So how are Indian brands coping with the new competition? India Business Report puts that question to some of the country's successful companies and products, in its strand, Made in India.

Parle Products claims to make the world's biggest-selling biscuit by volume.

In fact it is so popular, "Most people know the company as Parle G now - it's that big a brand now", says the company's executive director Ajay Chauhan.

He said the firm had managed to hold the price of their biscuits between 1996 and 2006 - but then had to raise it due to the rising cost of raw materials.

However, the company went on to experience higher growth from the mid-2000s, Mr Chauhan added, which he put down to people's having bigger disposable incomes.

  • 18 Aug 2013
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