The embattled Indian biscuit industry is on a roll with companies logging booming sales during the coronavirus-induced lockdown on account of migrant labourers, NGOs, and buyers rushing to stockpile the packaged staple.
Popular and widely available biscuit brand Parle-G clocked its highest ever sales in eight decades in March, April, and May, 2020.
ITC which sells the cookies under the Sunfeast brand said that its sales figures have been unprecedented during the lockdown period. The company, however, did not divulge much regarding the sales figures it recorded.
However, not only Parle-G but other biscuit brands across price points such as Britannia's Good Day, Tiger, Bourbon, Marie, Milk Bikis, as well as Parle's Monaco, Hide & Seek and Krackjack have all witnessed high sales amid the lockdown.
Parle-G biscuits also gained traction as they were preferred by government agencies and NGOs working to distribute food relief packages to people during the pandemic, Shah said. He added that this was because the company sold the value packs for as cheap as Rs 2 besides being considered a good source of glucose.
He said that Parle-G was comfort food for most Indians and that during times of uncertainty, it was consumed a lot. Even during earlier crises like tsunamis and earthquakes, sales of Parle-G biscuits had gone up, Shah added.
Shah claimed that Parle had "the highest growth rate among all the biscuit companies" during the lockdown.
Parle Products makes its biscuits in 130 factories across the country, out of which 120 are contract manufacturing units.