Iconic Parle G Vile Parle factory closes shop :Dingy building that reeked of biscuit aroma no more

Mumbai July 30: Parle G ,the iconic biscuit of the average man on the street ,a popoular TV advertisement before the advent of cable tv ,  Mumbai’s Ville Parle factory,owned by Chauhan family, which started its journey as Parle Gluco in 1939 and adopted the current name much later in 1980, is now the most consumed brand in India producing around 400 million biscuits daily.Parle Products was established as byconfectionery in the Vile Parle suburb of Mumbai.

The Brand Trust Report ranked Parle-G as the 42nd most trusted brand of India in 2014

This journey started from one of the factories located in suburban Mumbai’s Vile Parle which also gave the brand its name. In fact, the factory, which first started functioning in 1929 manufacturing candies, has existed for so long that the locals are confused whether it was the company’s name which was adopted by the area or the other way round.

However, this journey of 87 years has now come to an end as the Chauhan family, which own the brand, has decided to shut down the factory.

The decision has been taken because of diminishing production output which became negligible in last few years.

According to a LocalPress report, the owners halted production in the factory a few weeks back and all 300 employees working there have now opted for voluntary retirement.

Local residents are already missing the factory which has become an integral part of their lives, often passively.

For instance, the familiar aroma of freshly-baked biscuits which used to fill the air at Vile Parle station will now be missing.

The Chauhan family has, however, decided against selling the prime land which also houses the Parle Products Headquarters. Future plans are not clear though.

Decision to close down this first-ever factory will not impact the production capacity of Parle products which now make up a mammoth 40 per cent of total biscuit market share in India.

According to a Catch news report, around 4,551 Parle-g biscuits are consumed every second and the product is available at more than 60 lakh retail outlets through the country.

These staggering numbers highlight the legacy of this biscuit brand which started-off at this small factory at Mumbai’s Vile Parle.

Today, with the Rs. 10,000 Crore company’s vast array of eatables across the chocolate, baked goods, drinks and confectionaries categories – like the Parle-G biscuits, Frooti, Melody chocolates, Mango Bite candies, Monaco, KrackJack, Hide & Seek, Bourbon, Appy, Parle Poppins and the pocket-friendly Kismi, they hold a staggering 40 percent share in the biscuit market and a 15 percent share of the total confectionery market in India.

The factory’s closure may not affect the overall production of the giant, and may not even really change much in Mumbai’s industrial landscape.