Curated By: Business Desk
Last Updated: October 31, 2023, 16:03 IST
Frooti was initially marketed just for youngsters.
Nadia was solely 17 years outdated when she was made the Brand Manager for Frooti.
Frooti, the beloved mango drink, holds a particular place within the hearts of many, serving as an integral a part of our childhood reminiscences. This iconic beverage left an indelible mark on the Indian fruit juice market throughout the flip of the millennium, revolutionising the way in which folks loved fruit-primarily based refreshments.
Frooti was launched by Prakash Chauhan of Parle Agro India Pvt Ltd in 1985. However, the credit score for reworking this beverage right into a formidable model, one which has been the official pouring accomplice of the Chennai Super Kings since 2018, goes to his daughter, Nadia Chauhan.
Nadia Chauhan, who was born in California however raised in Mumbai, launched into her outstanding journey within the company world at a younger age. At simply 17, she assumed the function of Brand Manager of Frooti. When she took the helm, the corporate’s sole product was Frooti, and the corporate’s income stood at Rs 300 crore.
Frooti accounted for a staggering ninety-5 per cent of Parle Agro’s gross sales. Nadia’s preliminary motion was to deliver a couple of vital change within the packaging, reworking the packet from its authentic inexperienced to a vibrant yellow, mirroring the color of a ripe mango. This ingenious thought struck a chord with customers, immediately changing into a success.
Her subsequent strategic transfer was to develop the target market for Frooti. Previously marketed primarily to youngsters, Frooti was now positioned as a beverage appropriate for people of all age teams. This shift in method resulted in a considerable enhance within the firm’s gross sales, additional solidifying Frooti’s market presence.
Recognising the significance of diversification to safeguard the corporate’s future, Nadia launched further product strains, similar to packaged ingesting water beneath the model title Bailey. She didn’t cease there; Nadia ventured right into a novel comfortable drink section, launching Appy Fizz, an apple-primarily based beverage, to enrich the long-lasting mango providing. Appy Fizz, identified for its distinctive branding, packaging, and advertising and marketing, was warmly obtained by customers, marking its debut in 2005. Over the years, this beverage has efficiently carved out its area of interest available in the market.
As of 2022-2023, Parle Agro’s market worth had surged to a formidable Rs 8,500 crore. While Frooti’s income had grown considerably, reaching practically Rs 4,000 crore, its share of complete gross sales had decreased to 48%. This evolution indicated that the corporate’s reliance on Frooti had diminished but income from this flagship product had skilled vital progress. Currently, Nadia Chauhan serves as a joint director of the corporate, and her modern methods have performed a pivotal function in shaping the corporate’s outstanding success story.
