Parle G, operations management by Manpreet singh digital
Overview – Parle Agro Pvt. Ltd.
Food, Beverages Fast Moving Consumer Goods
Started in India in 1929. A Rs.10,000 cr. family owned
Enjoys 40% market share of the total biscuit market in
Owns Parle-G, which is largest selling biscuit in the
world with 80% market share in the glucose biscuit
category in India.
Has 12 manufacturing units for biscuits and 75
manufacturing units for confectioneries.
Parle group has a manpower strength of over 2500
employees, including over 400 professionals.
Consumer Psyche towards
Parle - G
Parle-G is consumed by people of all
ages, from the rich to the poor, living in
cities & in villages.
While some have it for breakfast, for
others it is a complete wholesome meal.
For some it's the best accompaniment for
chai, while for some it's a way of getting
charged whenever they are low on energy.
Rural-urban penetration of Biscuit :
Market : 75% to 85%
Rural Market : 50% to 65%
Per capita consumption of Biscuits :
South East Asian Countries 2.5 kg to 5.5 kg
USA 7.5 kg
India is the world's leading market for biscuits, ahead of the
US, Mexico, China, Argentina, France, Italy, Germany, Turkey and
Parle Agro's Frooti is India's first national mango drink & has 85%
market share in the tetra pack segment.
Parle believes in selling brand and not the price.
Nearly 1500 wholesalers, catering to 5,00,000 retail outlets directly
Parle’s brand value compels suppliers to sell Parle-G at low
Conducts EDS censuses among its retailers in India to get a clear
view of the product availability and visibility and, as a
Imports & Exports
The immense popularity of Parle products in India was always a
challenge to their production capacity.
Parle bisuits and confectionaries are fast gaining acceptance
in international markets, such as,
Abu Dhabi, Africa, Dubai, South America and Sri Lanka.
Even the more sophisticated markets like USA & Australia,
now relish Parle products.
1. Raw materials
2. Inventory management
The inventory of the company that is the raw material is of a
week. They store such inventory in store room and then is sent for
testing in laboratory and after testing it is sent for production.
3. Reorder cycle
4. Material handling
• Out sourced to k.m.Industries nation wide
• Also tied up with the Priya Group to manufacture, supply and
package wafers and snacks for its newly-launched brand Full
Under the agreement, Priya will manufacture 3,000 tonne potato
chips and snacks annually.
There are 5 mother units and 51 contract
manufacturing units in India.
Mother units are in:
Banglore and Kolkata
The factories at Bahadurgarh and
Neemrana are the largest such
manufacturing facilites in India.
The average area of manufacturing units is
Parle Products also has 14 manufacturing
units for biscuits & 5 manufacturing units
for confectioneries, on contract.
All these factories are located at strategic
locations, so as to ensure a constant output
The Stephan TK Mixer is a component to
automatically feed the down-stream make-up
biscuits, bread, rolls, buns, cake, sweet
goods, cookies and crackers.
Short kneading time and fast ingredient
charging: 1000 kg/h to 6000 kg/h depending
on the model
Totally unassisted automatic discharge
In a few seconds, all ingredients are
From batch to batch, the doughs will be
The Stephan Mixer Process
The operation can be divided into four phases:
Can be used to produce:
Biscuits , Bread sticks, Soda
crackers, Rotary cookies, Wire-cut cookies
Approximately 10,000 biscuits come out in a
Has 260 cups fitted in it which gives shape to
the biscuits and an impression embossed on it
BISCUIT BAKING OVEN
From rotary moulder the dough is passed
through a 260 feet long OVEN which is
approximately 340* c.
260 feet long - Parle has the largest baking
oven in Asia.
The biscuit coming from stripping conveyor is
directed on to the cooling conveyor to transfer
the heat in the biscuit to atmospheric air as it is
passing on it.
It is 2.5 Meters long
The supporting side channels are fabricated
from 3mm thick galvanized iron sheets
Revenue for 2012-2013: Rs. 10,000
It is a 28% rise over last year’s
9% operating profit: Rs. 900 crore
3.2% net profit: Rs. 320 crore
90 % of revenue from ParleG, Hide-n-Seek and Krackjack.
Raw material costs: 60%
Packaging costs: 20-25%
The Parle- G brand alone is worth
2000 crores. It contributes more
than 50% of company’s turnover.
Another cause of wastage is
machinery breakdown. So regular
checks on the machines must be
1% wastage comes from Production Capa
The under baked or over baked biscuits
are reprocessed by sending them back
to the chura store and thus minimizing
PARLE PRODUCTS – „AN
EPITOME OF QUALITY‟
The wastage in
the plant is least
and the production
team and the
workers try their
level best to reduce
it even more.
The wastage of the
biscuits that fall on
the floor is minimized
by the use of trays
under the machines
Also a PQS test
was taken of workers
and their average
score was 75.86%
“QUALITY, HEALTH AND GREAT TASTE”
“Best product with long lasting freshness”
“Every batch of biscuits and
confectionery are thoroughly checked
by the expert staff, using the most
modern equipments hence ensuring the
same perfect quality across the nation
and abroad “
“HACCP and quality management
system which together form an
organization's Total Quality
Hygiene is the precursor
of every process at Parle.
THE CHANNEL MEMBER OF THE DISTRIBUTION
NETWORK OF PARLE
Wholesalers and Distributors
Carry Forward Agents
It is a ideal strategy as it has the following
Increases coverage and sales
Increase Product Availability
Higher competition leads to narrow margins for
the retail, hence increases the ultimate margin
for the manufacturer.
Parle has 1500 wholesalers catering to
4,25,000 retail outlets.
200 strong dedicated field force services.
1000 carry forward agents supplying goods to
various distribution network.
Levels Of Distribution Channel In
Availability of all Parle products in the various
retail stores across the length and breadth of
Since it is an FMCG Product this channel
exists for customers scattered throughout the
Mass consumption is suitable for National and
Parle’s international operations consists of serval
markets in the Middle East, Africa, Sri
Lanka, North America, Australia, South America
for which the three level distribution channel
Details of the Delivery Vehicle
Light Commercial Vehicle
Three Wheeler Van
The number and the model of each of the
various vehicles have to be furnished to the