New Delhi: Parle Agro, one of India’s largest FMCG comp.es, now appoints Nadia Chauhan as its Chief Marketing Officer and Joint Managing Director. Nadia joined her father’s Parle Agro Group in 2003 when she was just 17 and when “Frooti” accounted for nearly 95 per cent of the company’s revenue. He has spearheaded innovative marketing strategies and product diversification, turning the company into a powerhouse in the Indian beverage industry. Here’s how Nadia Chauhan took Frooti from a Rs 300 crore brand to a Rs 8,000 crore brand.

Born in California to the Chauhans’ business family and raised in Mumbai, Nadia Chauhan studied commerce at HR College. According to Forbes, he was groomed by his father since childhood. She used to spend her time after school at the Mumbai headquarters of the company.

 

After joining the company, he decided to reduce the company’s dependence on a single product and diversify into other areas. As part of this, he launched the iconic packaged water brand ‘Baileys’, which has now become a Rs 1,000 crore business. As a result of distribution and key tie-ups with dhabas and long distance bus operators, the company has doubled its turnover to Rs 5,000 over the years.

“In the beverage industry at that time, the two categories that were well established were the fruit juice category and the synthetic carbonated beverage category. But other than that, unlike the food industry, there hasn’t been any further innovation or creation of other categories,” he told Forbes.

Birth of the ‘Appy Fizz’

However, the turning point came in 2005 when Nadia launched her brainchild “Appy Fizz”, one of the first in the apple juice category, at a time when India was unfamiliar with apple juice. The idea became a huge success, with a compound annual growth rate (CAGR) of 36 percent and a market share of 99 percent. Appy Fizz’s turnover has now grown to Rs 5,000 crore.

Appy Fizz created a buzz in the market by offering a unique and refreshing alternative to traditional carbonated beverages, creating a new category.

However, she did not forget her champion product “Frooti”. He launched Frooti in various flavors under the brand “Nutriz” and changed the packaging to PET bottles which defines the iconic Frooti of today.

Frooti’s consumers today range from patients drinking in hospitals to those enjoying family gatherings.

Nadia also led the foray into international markets, ensuring that Parle Agro’s products reach a global audience. Today, the fruity and appy fizz is present in over 50 countries, making Parle Agro a major player in the international beverage industry.

 

It entered the dairy business last year with the launch of flavored milk smoothies. It introduces a new line of products – Smooth Fruit Smoothies – which are yogurt-based fruit smoothies.

“Many of the products introduced in India were expensive. So they did not enter the country and did not allow more adoption of such habits. When we launched Dairy, our starting point was can we do it for Rs 10. What we were seeing was that dairy products costing Rs 30, the package size was too big for children,” she said. Smooth is already contributing 6 per cent to the company’s revenue.

About Parle Agro Group

Parle Group was founded in 1929 by Mohanlal Chauhan. He was the great grandfather of Nadia Chauhan. Mohanlal’s youngest son Jayantilal started the beverage business in 1959. The company owned brands like Thums Up, Limca, Gold Spot, Citra and Maaza, which were given to Ramesh Chauhan and Prakash Chauhan.

In the 1990s, the Parle Group sold these brands to Coca-Cola. Later both the brothers separated their business. Jayanthi Chauhan’s father Ramesh Chauhan took charge of the Bisleri brand.

Rahul Dev

Cricket Jounralist at Newsdesk

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