Founded by Mr. Mohanlal Dayal in the year 1928, Parle is India’s leading manufacturer of biscuits and confectionery products. As the maker of the world’s largest selling biscuit Parle-G, and a wide range of other brands, Parle is a name in India that has been symbolizing quality, nutrition, and superior taste for the past 93 years. With an exhaustive understanding of the Indian consumer behavior and psyche, Parle’s manufacturing and marketing philosophy reflects the needs of the Indian masses in its 40+ sub-brands.
Delivering value for money with both taste and health has always been the primary objective of the company right since its inception. Today, people belonging to all classes, creeds, and age groups in India enjoy a wide range of Parle products. The major first-world markets like U.S.A., UK, Canada, Australia, New Zealand, and the Middle East are also relishing Parle products.
Change is inevitable and no one can resist it for long. Although, as India’s leading biscuit and confectionery manufacturer Parle, has a reach that spans the remotest villages of India and major cities across the world, the brand has been quick to realize the immense potential of the digital universe in building brand recall, salience, as well as reach.
When Parle approached Sterco Digitex, the brand was facing several issues concerning the appropriate optimization of its website. The content was lacking definite structure and organization, there was no consistency across brands/products, website pages were not optimized for viewing on mobile devices, a complete SEO migration was required, and any update made was taking time to reflect.
As India’s leading digital media company, Sterco Digitex took on the project, taking care of all aspects associated with the website. Sterco Digitex redesigned all brand pages in such a way that each brand resonates with a more powerful branding impact. Throughout the exercise, the Mobile First approach was followed, and the entire website was provided the technical feasibility of getting managed for all brands content through a single Content Management System (CMS).
While carrying out the project, ASP.NET/MSSQL was used as a technology platform, and the SEO migration activity was strategically performed to transfer search engine ranking, authority, and indexing signals to reflect the required change in the website and the website URL structure as well.
Keeping in mind the ease of operation, all the usability and accessibility aspects such as an intuitive user interface, mobile compatibility, well-planned information architecture, easy-to-scan and well-formatted content, fast loading times, browser consistency, smooth navigation, contrasting color schemes, good error handling, valid mark-up and clean code were executed and implemented well. The content was also made more engaging and customer-friendly with a vibrant & attractive layout, and interesting and unusual recipes.