In an unexpected yet heartwarming move, biscuit rivals Parle and Britannia just proved that when it comes to Pride, even competition crumbles.

On Monday, 23 June, Britannia made waves with a bold front-page print ad inviting Parle Monaco to “share shelf space” this Pride Month, using their platform to push for inclusivity and equal representation. The clever placement sparked curiosity - would Parle bite?

Two days later, on 25 June, Parle took to Instagram with a resounding yes.

Their post featured a vibrant arrangement of its iconic biscuit packs—Parle-G, Monaco, Hide & Seek, Krackjack, 20-20, Magix, Happy Happy, and Top—all stacked in visual solidarity. On the right side, a note to Britannia read:

While there's no indication of a real-world biscuit mash-up hitting supermarket shelves, the digital camaraderie has done its job uniting India’s top two FMCG brands in a rare display of corporate kinship.

As Britannia had put it, the idea was to “make the message louder and the pack prouder.”

With Parle’s sweet response, it’s safe to say the shelf has never looked more united.