Parle Products has increased the production of its Melody Toffee, the main reason for which is the huge surge in its demand. The surge comes after a viral video showed Prime Minister Narendra Modi gifting a packet of this toffee to his Italian counterpart, Giorgia Meloni. Company’s Vice President Mayank Shah gave this information on Thursday. Describing the moment as the “biggest campaign” in the brand’s history, Shah said the company will now take Modi’s support of this “Swadeshi brand” further. Parle Products will now try to expand the global presence of Melody, which is currently available in 100 countries. When asked about the response from consumers and distributors, he said that the initial feedback we have received from distributors is that yes, there is demand. Suddenly, we are seeing a surge in demand.
Demand for melody in quick commerce
Shah further said that on channels like Quick Commerce, we immediately see an uptick, because we see that purchases are increasing… We have also seen a lot of demand coming from e-commerce. There has been a significant increase in sales. Shah said that there has been a significant increase in the search results of the word ‘Melody’ on Quick Commerce. He further said that this is something that we have seen since yesterday morning. When asked if the company has increased the production of Melody, he said that from yesterday, we have increased the production… We are seeing increased demand, which is also coming from abroad.
Melody in more than 100 countries
Commenting on Modi’s unexpected move of gifting a packet of ‘Melody’ to Meloni, Shah said, “It is an extremely proud moment for all of us at Parle, when we talk about Prime Minister Narendra Modi gifting Parle Melody to world leaders. He described PM Modi’s move as “a powerful testament to the potential of indigenous brands on the global stage”. “Parle Melody is India’s best-selling toffee brand, and is today sold in over 100 countries. Available… He (Modi) has done his work. Now it is our responsibility to make this brand bigger across the world.
Plan to expand the brand
He said that we are very grateful to the Prime Minister that he has given such tremendous recognition and popularity to Indian brands. Shah said that Parle Products is planning to take advantage of this opportunity to further expand the Melody brand. He told that we have started this work through digital medium from yesterday itself, and in future we will promote it through many other media also. Our honorable Prime Minister has given a huge opportunity to this indigenous brand to move forward.
Modi had gifted toffee
On Wednesday, Parle Products also joined the online discussion. In fact, during his conversation with Melanie, Modi had gifted her a packet of Melody toffee, the video of which quickly went viral on social media. There was a flood of “Melodi” memes online after this incident. This is an old internet joke, in which, considering the deep friendship between the two leaders, Melanie’s name is linked to this famous toffee brand. Taking advantage of this opportunity, Parle Products shared this video on Instagram with the caption adding sweetness to relationships since 1983.
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