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Parle adds rusk to kitty

By VJ Media Bureau | Vjmedia Works | March 04, 2014

Rusk as a category is traditionally known to have a higher affinity with the masses, and Parle aims to further build on this connect with their new launch in this category .

Parle Products, one of the largest biscuit, confectionery and snacks manufacturer in India, has recently announced the launch of Parle Rusk. These crispy and crunchy toasts are enriched with fresh Elaichi.  Rusk as a category is traditionally known to have a higher affinity with the masses, and Parle aims to further build on this connect.
 
Shalin Desai, Group Product Manager, Parle Products said, "Rusk is a big category in India, readily available in local bakeries across the country. Currently the market is largely dominated by unorganized players. Within the organized sector there is just a single national player monopolizing the market and we see this as a big opportunity to offer the finest quality product which our consumers will relish.”
 
Parle Rusk is available across India in pack size of 200 grams, priced at Rs. 25.00.
 
At present Parle Products has 40% share of the total biscuit market and a 15% share of the total confectionary market in India.
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