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Podcast | IPL: On the business 'pitch' - Episode 2 - How Parle 20-20 made it big

Chitra Narayanan | Updated on September 18, 2020 Published on September 18, 2020

How did Parle leverage the IPL to enter a premier segment? Listen to the podcast

The year was 2007. The first ever T-20 World Cup hosted by South Africa had just ended and India were the champs. Parle’s managers were ideating on a new cookie brand. Till then the biscuit giant was only a mass market leader and had hardly any presence in the premium category. There was Hide & Seek, but it was a super-premium brand. Britannia’s Good Day dominated the premium cookie category and Parle was desperate to edge into this segment.

How did Parle go about doing so?

Listen the discussion between Chitra Narayanan and D Rajappa, the former President of Everest Brand Solutions

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Published on September 18, 2020