With this launch, Parle Products aims to capture urban and rural markets including the Tier 2 and Tier 3 cities, working towards their mission of delivering healthy atta to even the remotest of places in India.
Parle Products is expanding its portfolio with the launch of ‘Parle G Chakki Atta’.
Branded atta segment has gained momentum since the pandemic outbreak. With movement restrictions in place, Parle ventures into the new category with a focus on marketing strategies while also capitalizing on hygiene and convenience factors that have become a priority in today’s environment.
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 neighborhood 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 assurance of trusted brand is driving consumers in 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”, he adds.
The product is currently being launched in the north & west zones of the country under 3 SKUs – 2kg, 5kg and 10kg with competitive pricing.