New Delhi: Known for its biscuits, snacks and confectioneries, Parle Products is now expanding its portfolio with the launch of ‘Parle G Chakki Atta’.

The owner of famous biscuit brand Parle-G is tapping into the flour category with an aim to capture urban and rural markets with 100 per cent wheat atta. The distribution of atta has already begun in northern & western parts of the country under three categories - 2kg, 5kg and 10kg with competitive pricing, it announced on Monday.

According to the food company, Branded atta segment has gained momentum since the pandemic outbreak. With movement restrictions in place, Parle’s venture into the new category is in the lines of being agile on marketing strategies while also capitalizing on hygiene and convenience factors that has become a priority in today’s environment.

Being a staple in most households, the atta is being launched under the brand name ‘Parle G’ to build on this established faith by consumers and enable them to feel secure about their buying decisions. “Parle G Chakki Atta is a wholesome product which can provide tasty and healthy rotis with assurance of six hours softness,” said the company.

Parle Products, senior category head, Mayank Shah, highlighted that 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 making it largely an urban phenomenon. But with the onset of the pandemic, the need for hygienically ground wheat flour and an assurance of trusted brand is driving consumers in the Tier 2 and Tier 3 cities to switch to Branded Atta. We aim to reach the remotest household in the country to provide hygienically ground atta and help consumers switch to hygienic

Options,” he said.

According to Shah, Parle G Chakki Atta will be a game changer in the market. “Being a pioneer in the food business, it is our responsibility to consumers to provide nutritional, credible and quality products. We look forward to continuously evolving into a brand that puts consumer well-being first,” he added.