Parle Products was founded in 1929 in Mumbai, then British India. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G glucose biscuits and the Frooti soft drink. Hide n Seek is a relative newcomer launched in 1996. They were a first of its kind Indian chocolate chip cookies that caught the eye of the Indian diaspora in a short span of time.