Select Studies on the Impact of Pandemic and Product Pricing: A Case Study on Parle-G Brand

Abstract

The selling of Parle-G biscuit recorded the highest sales among all biscuit companies operating in the Indian FMCG market during the lockdown period of India. The 1st quarter (April-June) audited sales of Parle-G of the financial year 2020-2021 broke all the records of past 9 decades sales i.e. for the period of 1929 to 2020 since from the inception of the company:‘Parle Products’ followed by selling Parle-G biscuit brand having a maximum retail price of INR ₹5 and INR ₹2 in the biscuit category products. This proposed teaching case searches for answers like how come Parle-G had set the record by selling even extremely low-priced biscuit pack sizes like INR ₹5 and INR ₹2 in spite of the pandemic and lockdown time? An attempt has also been provided in this case study to underline how the poor people had been impacted by the Parle-G biscuit product during the unprecedented pandemic. This case also highlights the crucial factors which had enabled Parle-G for setting the sales record and enjoying a substantial market share in the biscuit segment in India during the aforesaid period.