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When the world’s leading biscuit brand (Parle Products) increased the price of its crowd favorite- Parle G by 6-7% in 2021, marketers sensed seismic shifts burgeoning in the CPG industry. As much as the hike is owing to the rising input cost, it is also because of the volatility experienced by the brands in supply chain and distribution network post COVID-19 pandemic. Globally, food prices went up to 3.4% by July 2021. CPG brands have been trying to sync up with the....

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