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Parle sets up first kids Parle G factory at KidZania Mumbai

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Parle Products, yesterday announced its partnership with KidZania Mumbai, a Global Indoor Theme park that inspires, educates & empowers children, helping them understand & manage their world better. The collaboration has established first Kids Parle G factory in KidZania Mumbai. The Parle G factory experience at KidZania will allow kids to have first-hand experience of various biscuit making processes. This will help kids to understand and appreciate how their favourite Biscuit is made by Parle Products.



The process involves measuring the wheat and sugar in two beakers which will be given to the kids. They will experience how to operate a flywheel and flatten the dough, post which they would be trained in pulling the lever to bring down the molding and cutting dye. Training kids on baking, cooling and packaging processes will also be covered at the establishment. Kids will also perform a nutrition test on the Parle-G biscuits and will scale the size of the biscuit to check if it fits the particular standard laid down for the biscuits. This popular household biscuit at KidZania Mumbai is a step closer to teaching kids the intricacies involved in its production and thus will enhance the cognitive, psychomotor and emotional skills of kids.



As a part of its consumer engagement program, Parle aims to provide first-of- its kind experience that will allow kids to understand the procedure of biscuit making as well as form a closer bond with the brand.



Mr. Mayank Shah Deputy Manager Marketing, commented, “Parle has been one of the favorite biscuit brands for various generations. We are delighted to be associated with this innovative concept as this will help us target the newer generation. We at Parle Products believe in giving children free hand to explore world on their own, nurture creativity and follow their passion. Given this great fit with our Brand philosophy, we are excited to be a part of such an initiative. Parle has always been on the forefront when it comes to consumer engagement and satisfaction. Unified with reality and entertainment, this initiative will provide guidance to kids on the biscuit industry in an informative way.”



Speaking on the new launch, Viraj Jit Singh – Chief Marketing Officer, KidZania India said, KidZania is all about empowering children through hands-on experience and open doors for them to new opportunities. The scaled down size of the Parle G biscuit factory will teach the next generation of bakers the intricacies of the biscuit making process, the independence of being creative and the importance of understanding the nutrition value of what they consume..”


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