Parle Products forays into branded atta portfolio with Parle G Chakki Atta

Leading biscuits, snacks and confectionery manufacturer Parle Products is expanding its portfolio with the launch of ‘Parle G Chakki Atta’.

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By tapping into the flour category, the company aims to capture urban and rural markets with 100% wheat atta, with a mission to deliver healthy and authentic atta. The distribution of atta has already begun in northern and western parts of the country.

Branded atta segment has gained momentum since the pandemic outbreak. With movement restrictions in place, Parle’s venture into the new category is in the lines of being agile on marketing strategies while capitalising on hygiene and convenience factors that has become a priority in today’s environment.

Being a staple in most households, the atta is being launched under the brand name ‘Parle G’, which is a 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 assurance of six hours softness. It is currently being launched in the north and west zones of the country under 3 SKUs — 2kg, 5kg and 10kg with competitive pricing.

Mayank Shah, Sr Category Head, Parle Products, said, “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 neighbourhood chakkis. 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 an 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 hygienic 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.”

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