How Parle Agro’s Nadia Chauhan Took Frooti’s Business From Rs 300 Crore To Rs 4000 Crore – News18

Frooti, the beloved mango drink, holds a special place in the hearts of many, serving as an integral part of our childhood memories. This iconic beverage left an indelible mark on the Indian fruit juice market during the turn of the millennium, revolutionising the way people enjoyed fruit-based refreshments.

Frooti was introduced by Prakash Chauhan of Parle Agro India Pvt Ltd in 1985. However, the credit for transforming this beverage into a formidable brand, one that has been the official pouring partner of the Chennai Super Kings since 2018, goes to his daughter, Nadia Chauhan.

Nadia Chauhan, who was born in California but raised in Mumbai, embarked on her remarkable journey in the corporate world at a young age. At just 17, she assumed the role of Chief Marketing Officer of Parle Agro. When she took the helm, the company’s sole product was Frooti, and the company’s revenue stood at Rs 300 crore.

Frooti accounted for a staggering ninety-five per cent of Parle Agro’s sales. Nadia’s initial action was to bring about a significant change in the packaging, transforming the packet from its original green to a vibrant yellow, mirroring the colour of a ripe mango. This ingenious idea struck a chord with consumers, instantly becoming a hit.

Her next strategic move was to expand the target audience for Frooti. Previously marketed primarily to children, Frooti was now positioned as a beverage suitable for individuals of all age groups. This shift in approach resulted in a substantial boost in the company’s sales, further solidifying Frooti’s market presence.

Recognising the importance of diversification to safeguard the company’s future, Nadia introduced additional product lines, such as packaged drinking water under the brand name Bailey. She didn’t stop there; Nadia ventured into a novel soft drink segment, launching Api Fizz, an apple-based beverage, to complement the iconic mango offering. Api Fizz, known for its exceptional branding, packaging, and marketing, was warmly received by consumers, marking its debut in 2005. Over the years, this beverage has successfully carved out its niche in the market.

As of 2022-2023, Parle Agro’s market value had surged to an impressive Rs 8000 crore. While Frooti’s revenue had grown substantially, reaching nearly Rs 4000 crore, its share of total sales had decreased to 48%. This evolution indicated that the company’s reliance on Frooti had diminished yet revenue from this flagship product had experienced significant growth. Currently, Nadia Chauhan serves as a joint director of the company, and her innovative strategies have played a pivotal role in shaping the company’s remarkable success story.