Narendra Modi made Parle Melody trend globally for free.
Prime Minister Narendra Modi presented Italian Prime Minister Giorgia Meloni with a bag of Parle Melody toffees — a simple gesture that transformed the iconic Indian candy into a soft-power sensation. The diplomatic moment ended up giving Parle Products the kind of publicity that even top celebrities and influencers struggle to deliver.
There was a time when the smell of freshly baked Parle-G biscuits from the legendary factory in Mumbai’s Vile Parle East filled the surrounding areas — from Koldongri and the Western Express Highway to even Mithibai College in the western suburbs. Though the factory shut down years ago, the Parle name continues to live on, not just through the suburb it helped define, but across India itself. Now, with Prime Minister Narendra Modi gifting Italian Prime Minister Giorgia Meloni a bag of Parle Melody toffees — a playful reference to the viral “Melodi” nickname — the iconic Indian brand has suddenly found global attention once again.
In that brief diplomatic exchange, the Indian toffee brand received the kind of global publicity that even massive advertising budgets can’t guarantee. Between Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni — whose combined following across X and Instagram exceeds 210 million — the moment quickly exploded online. Within just five hours, the video had crossed 110 million views on their Instagram accounts, creating what may be one of the most unexpected marketing wins for an Indian brand.
The journey of Parle Products feels like an Indian spin on Charlie and the Chocolate Factory. What began as a modest confectionery business eventually became a household name. Founded in 1929 by Mohanlal Chauhan in Mumbai’s Vile Parle, the company first focused on candies before introducing Parle Gluco biscuits, later renamed Parle-G in 1939. Over the decades, it grew into a snack and confectionery giant, with Parle-G becoming the world’s highest-selling biscuit brand by volume.
During the 1970s, the Chauhan family divided the business among different branches, resulting in three separate private companies that continue to use the Parle name while functioning independently. One of them is Parle Products, the biscuits and confectionery major behind Melody toffees. Besides the iconic Parle-G, the company also produces well-known snack brands such as Monaco, Krackjack, and Hide & Seek.
Few products in India carry the cultural weight of Parle-G. During the Covid-19 lockdown, the biscuit emerged as a basic survival essential for millions. Affordable at just ₹5 for a small pack and known for its long shelf life, Parle-G became a pantry staple across households. Migrant workers depended on it during exhausting journeys back home, while government bodies and NGOs distributed countless packets as emergency relief food.
The Parle legacy also extends beyond biscuits. Parle Agro built its presence in the beverage market with popular drinks like Frooti and Appy, while Bisleri International grew into one of India’s biggest bottled water brands after emerging from the Parle business split.
Today, Parle Products, the maker of Melody toffees, has received the kind of publicity that even the best marketing teams could hardly plan. At a time when influencers and movie stars charge crores for brand promotions, two global leaders ended up putting the iconic Indian candy in the international spotlight at no cost. Reacting to the moment, Parle Products Vice President and CMO Mayank Shah described it as “a nice way of pushing Indian products and giving them a global stage”, while thanking them for the unexpected attention the brand received.