Melody’s Moment, Parle’s Mission

Following PM Modi gifting Melody to Italy’s PM Meloni, Mayank Shah speaks on how Parle now aims to transform the confectionery brand from a strong export product into a global powerhouse

- By Reema Bhaduri [e-mail]

When PM Narendra Modi gifted Italian PM Giorgia Meloni a pack of Melody toffees during a diplomatic visit, it was more than a gesture of goodwill; it turned into a global advertisement.

For Mayank Shah, Chief Marketing Officer, Parle Products, the moment carried weight. “It’s a powerful testament to the potential of swadeshi brands. I don’t think you can ask for anything more than this,” he says while speaking to BW Businessworld exclusively, acknowledging that the Prime Minister had done his part. The responsibility to capitalise on that visibility, he says, now rests with Parle.

“While it’s the largest-selling brand in India, now the attempt would be to ensure that it becomes a significantly big brand globally,” Shah adds.

The company already exports to over 100 countries, but Shah is clear that presence and scale are two different things. The ambition is to make Melody a significant brand in each of those markets, not just a product on a shelf.

Shah was elevated to the CMO role not too long ago, a position that extends beyond marketing. He oversees corporate communications and government liaisoning, a breadth that reflects both his seniority and his two-and-a-half decades with the company.

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