Curated By: Business Desk
Last Updated: October 31, 2023, 12:18 IST
Frooti was initially marketed just for youngsters.
Nadia was solely 17 years previous when she was made the Chief Marketing Officer of Parle Agro
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 through the flip of the millennium, revolutionising the way in which individuals loved fruit-based mostly 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 companion 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 exceptional journey within the company world at a younger age. At simply 17, she assumed the position of Chief Marketing Officer of Parle Agro. 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 few 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 turning 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 strategy resulted in a considerable increase 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 traces, reminiscent of packaged ingesting water beneath the model identify Bailey. She didn’t cease there; Nadia ventured right into a novel mushy drink phase, launching Api Fizz, an apple-based mostly beverage, to enrich the long-lasting mango providing. Api Fizz, recognized for its distinctive branding, packaging, and advertising, 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 powerful Rs 8000 crore. While Frooti’s income had grown considerably, reaching practically Rs 4000 crore, its share of whole 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 revolutionary methods have performed a pivotal position in shaping the corporate’s exceptional success story.
