Parle Products enters branded atta portfolio

Branded atta segment has gained momentum since the pandemic outbreak.

Mumbai: Biscuits, snacks and confectionary manufacturer, Parle Products, is expanding its portfolio by entering into the flour category with the launch of ‘Parle G Chakki Atta’.

The company aims to capture urban and rural markets. The distribution of atta has already begun in northern and western parts of the country in 2kg, 5kg and 10 kg packs.

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Branded atta segment has gained momentum since the pandemic outbreak.

Mayank Shah, Sr. Category Head, Parle Products, said, “Branded wheat flour is one of the largest segments in the foods industry and the majority of the demand is currently being met by local mills or neighbourhood chakkis. The urban markets lead in the consumption of packaged atta. But with the onset of the pandemic, the need for hygienically ground wheat flour is driving consumers in the Tier 2 and Tier 3 cities to switch to Branded Atta.”

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