Parle Products is adopting the lower pricing strategies to beat the unbranded players in the namkeen or traditional snacks category. The Mumbai based biscuits major is restricting prices at Rs 20 (100 gm) and offering an additional 25 per cent grammage in its Parle Namkeen brand. Playing on the price and value proposition, the purpose is to lure consumers to graduate to branded snacks in the already well penetrated traditional snacks category.
Today competition is mainly from the unbranded
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