Indian biscuit maker and confectioner Parle Products has launched a “fortified” biscuit brand targeted at young mothers.
The company said it will position Parle Milk Power as a “wholesome nourishment solution for young children”. The product, it said, is fortified with vitamins, minerals as well as protein, calcium and iron.
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Parle Milk Power will be launched in Tamil Nadu, a state which Parle said holds some 52% of the milk biscuit market share in India. Parle plans to expand its distribution to other parts of the country in a phased matter, seeking a 30% market share by the end of the current financial year.
Parle said the marketing campaign will target young mothers who are “constantly concerned about the health of their children”.
The manufacturer said it plans to continue its strategy of focusing on regional mediums to promote its brands, a move which has worked in the northern belt of the country and Bengal. Parle said it has contracted Tamil “superstar” Nadia to be the brand ambassador of the product.
“Over the years Nadia has developed the image of a successful, young mother who cares for her children and being a role model for all the mothers. We believe that bringing her on board would help the brand to establish an emotional chord with the mothers in Tamil Nadu,” said group product manager Mayank Shah.
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By GlobalData
