For nearly a century, Parle Products has steadily expanded its market share and maintained its position in the Indian consumer market. Thanks to iconic products like Parle-G, the brand has become an indispensable part of everyday life for generations. However, the question is whether the third generation of the Chauhan family can continue to maintain the momentum and expand the brand?

A Legacy of Nearly 100 Years

Parle Products was founded in 1929 and takes its name from the Vile Parle area in western Mumbai where the company is headquartered. When you walk into Parle’s office in Mumbai, you will often feel nostalgic for childhood snacks like Mango Bite, Kismi, Poppins or toffee with the catchy slogan “Melody itni chocolaty kyun hai?”. Parle-G biscuits, in particular, have become an iconic childhood memory for millions.

Vijay Chauhan, Chairman and Managing Director, took over the family business at the age of 22 after graduating with a degree in mechanical engineering from the Massachusetts Institute of Technology (MIT). Under his leadership, Parle has maintained a strong market position and preserved the brand’s enduring appeal. Parle-G, launched in 1939, remains the company’s top-selling product. Having first appeared on Forbes’ list of India’s richest people in 2015 with a fortune of $2.7 billion, Chauhan has seen his net worth increase to $8.3 billion by 2024, making him the 34th richest person on the list.

Succession Planning and the Role of the Third Generation

While Chauhan still plays a strategic role in the company, he is not currently involved in day-to-day operations. Instead, he spends a lot of time on his personal interests, especially playing golf three times a week at Willingdon Sports Club. The third generation of the Chauhan family now holds key positions and drives Parle’s growth both domestically and internationally.

His son, Ajay, looks after manufacturing, product development and human resources. His nephew Arup is responsible for sales, contract manufacturing, exports and international expansion. His nephew Samar is in charge of finance, supply chain and logistics, while his niece Ambika is in charge of marketing, quality assurance, research and development and cost optimisation.

Strategic Moves

The third generation has focused on expanding the manufacturing network, enhancing the marketing footprint and optimising logistics to ensure the company continues to grow sustainably. They have set up new factories, improved manufacturing processes and are looking to expand their international market share. These moves not only help maintain the family legacy but also take Parle to new heights in the food and beverage industry.

The Future of Parle Products

With the third generation at the helm, Parle Products is on a strong growth trajectory, leveraging its legacy and focus on product innovation. Despite fierce competition, new strategies and agile adaptations will help Parle continue to be one of the leading food brands in India and expand its reach globally.