One toffee, two leaders and crores of memories: Why did Modi give ‘Melody’ to Melony become a global story, what is the Parle and India connection?

Amidst the discussions on politics, diplomacy and global relations from Delhi to Rome, a small Indian toffee suddenly came into limelight. The name of that toffee is Melody. Whose taste is enjoyed not only by children, but even by the elderly. Today we are discussing Melody because PM Modi is on a five-day foreign trip. In the last leg of this visit, Prime Minister Narendra Modi reached Italy. There he gifted the melody to Italian Prime Minister Georgia Meloni, and people on social media called it not only a fun moment but also a sweet example of “Indian soft power”.

In fact, the toffee which children in India buy while going to school, which adults associate with childhood memories, has now started appearing in the pictures of international politics. Now, it is not just a candy, but a story of Indian middle class, emotions and brand strength. How did Parle and Melody become India’s most trusted flavours, and why does every generation still feel connected to them? Don’t know what it is?

What is Melody and what does it taste like?

Melody India’s most popular chocolate-candy Is one of. This is a product of Parle company which has influenced every generation from children to adults. “Why is Melody so chocolaty?” Its advertisement is considered to be one of the most memorable lines in Indian advertising history.

Melody is actually a chocolate-filled toffee. From outside it is soft and chewy like caramel, while inside there is chocolate flavored filling. This double layer makes it different from normal toffees. When one eats it, first one feels the sweet caramel taste and then slowly the chocolate filling inside opens.

Its taste was completely designed keeping in mind the preferences of the Indian consumer. It’s neither too dark chocolate nor just sugary candy. It had a balance of sweetness, milky taste and light cocoa flavor. For this reason, small children as well as adults like it.

The texture of the melody is its special identity.

The texture of the melody is also its special identity. It is not hard toffee but like soft-chewing candy. Therefore it takes time to eat and the taste remains in the mouth for a long time. Many people enjoy eating it by chewing it slowly.

For a long time, foreign chocolate brands were considered expensive in India. In such a situation, Melody gave a chocolate like experience at a very low price. This is the reason why it became increasingly popular in villages, schools and small towns also. Available for one rupee or less, this toffee became a “cheap joy” for children.

This is the reason why in today’s era, when there are hundreds of chocolates and candies available in the market, melody still maintains its place. The reason for this is not only old memories but also maintaining the same taste continuously. Consumers know that when they buy Melody, they will get the same familiar taste that they had years ago.

What is Melody’s business model?

Melody’s business model can be considered one of the most successful “low price, high volume” models in the Indian FMCG sector. The biggest strength of this model is that the price of the product is kept very low but the sales are so high that the company gets huge profits.

The biggest strategy of Melody was its affordability i.e. cheap price. In a country like India, where a large population makes small purchases, toffee priced at one rupee or less becomes a very effective product. Children, students, laborers, office workers – every class can easily buy it.

Melody also works on impulse buying model. That means many times the customer buys it suddenly rather than planning it. Shopkeepers often give toffee in exchange for change and the sale of melody increases there. This is a model to understand the special psychology of the Indian retail market. That means this is also an emotional issue.

The company making the melody does not just sell taste but also sells childhood, memories and nostalgia. Many older people still buy Melody because it reminds them of their school days.

Another special thing about Melody is that it is equally popular in both urban and rural markets. Many brands in India are successful in cities but not in villages, whereas Melody has a strong hold in both the places.

What is the history of Parle Group? Is?

The history of Parle Group is linked to the story of India’s industrial development and indigenous entrepreneurship. Parle Company was established in 1929 in Vile Parle area of ​​Mumbai. The company was named “Parle” after this area. Initially the company used to make candies and toffees. At that time, most of the sweets and confectionery products in India came from abroad. In such a situation, Parle prepared a domestic option for the Indian market.

In the 1930s and 1940s, the company gradually moved towards biscuit manufacturing. This was the time when Parle Gluco biscuits came into the market. In the 1960s and 1970s, Parle expanded into biscuits as well as candy and snack segments. During this time, the company launched popular products like Melody, Mango Bite, Kismi, Poppins and Monaco. These brands gained tremendous popularity among Indian children.

Parle Group divided into different units over time. Parle Products, Parle Agro and other units started work in different sectors. Parle Agro later created popular beverage brands like Frooti, ​​Appy and Bailley. Whereas Parle Products took the biscuit and confectionery business forward.