Parle continues to be India's top FMCG brand at home, 12th time in a row

Parle, the biscuit brand owned by Parle Products, continues to be India's top FMCG brand, according to the latest edition of Brand Footprint, Kantar Worldpanel’s annual ranking of the most chosen consumer brands in India. In fact, seven of the top 10 brands are owned by homegrown companies.

The Brand Footprint study ranks brands on the basis of their consumer reach points, or CRPs, a metric that combines how many households are buying a brand (penetration) and how often (frequency of purchase).

Out of nearly 445 brands, Parle with 7.98 billion CRP has been on the top since the launch of its brand footprint twelve years ago followed by Britannia that had CRP of 7.93 billion. Both these brands gained 6% and 16% each. Hindustan Unilever's shampoo brand Clinic Plus was the only non-food exception in the top five brands although it declined 5% to 4.14 billion.



"Consumer choice is a very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s," said K Ramakrishnan, managing director- South Asia, Worldpanel Division at Kantar.

Nearly two years ago, Parle Products, which retails brands including Parle G, Monaco and Melody, crossed $2 billion in annual revenues, becoming the first packaged food company in India to breach the mark. The five-rupee-a-pack Parle-G value has grown despite slowdown due to its low value money plank especially during inflationary times when consumers are cutting spends and opting for smaller packs.


"Follow your consumer. If you stay true to what your consumers want, understand them and most importantly, delight them by providing great value, they will stay with you. We intend to continue doing that. To be relevant to consumers, one has to keep one's ear to the ground to understand the changing consumer dynamics and adapt to those changes in a timely manner," said Mayank Shah, vice-president at Parle Products.

The report also studied out of home consumption and nine out of ten brands are all snacking products. Britannia lead the rankings with 628 million CRP’s followed by Haldiram’s, Cadbury, Balaji and Parle. Thums Up was the most chosen beverage brand outside home

While CRP’s continue to grow, it is slightly lower than last year although overall, CRP’s have increased almost 33% in the last five years.