Parle scales up Melody output as Modi's gift to Meloni sparks viral demand spike

Parle Products is ramping Melody toffee production after PM Modi's gift of the candy to Italian PM Meloni went viral, driving a sharp surge in quick commerce and e-commerce orders. The 1983-era brand, already sold in 100 countries, is now lined up for a global scale-up push.

— Source publishedThu, 21 May, 2026, 16:43 IST·First seen Thu, 21 May, 2026, 16:51 IST·Source The Hindu BusinessLine

What happened

Parle Products has ramped up Melody toffee production after PM Modi's viral gift of the candy to Italian PM Meloni triggered a sharp spike in quick commerce and

Key facts

  • 100 countries
  • since 1983

Why this matters

Melody's overnight global pull validates acquiring dormant heritage confectionery IP with existing 100-country footprints—target underexploited legacy brands where a distribution and marketing overlay can convert cultural cachet into export scale.