In the early 2000s, Frooti, Parle Agro’s flagship mango drink, found itself in a rut. Despite being a popular brand since its launch in 1985, its revenues had plateaued around Rs 300 crore. Faced with a market increasingly dominated by competitors like Maaza and Slice, Frooti needed a drastic transformation.
Nadia Chauhan’s Samosa Pack
The turning point came in 2003 when Nadia Chauhan, then just 17 years old, joined the family business. Recognizing the need for affordability and accessibility, she introduced the “samosa pack” in 2004—a triangular sachet priced at just Rs 2.50, aimed at rural markets and children with limited pocket money. This move was inspired by vendors selling peanuts in similar packs for Rs 2, offering a low-cost, low-risk option for parents and children alike.
The strategy paid off. Much like shampoo sachets revolutionized the personal care industry, the samosa pack expanded Frooti’s reach in rural India, driving significant growth in untapped markets. This innovative packaging not only made Frooti accessible but also helped the brand regain its momentum.
Singed King Khan as brand Ambassador
However, Frooti’s resurgence didn’t stop with packaging. To shed its image as a drink solely for kids, Parle Agro enlisted Bollywood superstar Shah Rukh Khan as a brand ambassador. This move elevated Frooti’s appeal to a broader audience, including adults, and added a layer of aspirational value. The combination of innovative packaging and celebrity endorsement catapulted Frooti’s revenue from Rs 300 crore to over Rs 4,000 crore, solidifying its position as a leader in the fruit drink market.
Nadia Chauhan’s vision extended beyond Frooti. She diversified Parle Agro’s portfolio with products like Appy Fizz, India’s first fizzy apple drink, which also became a massive success. Her ability to understand consumer behaviour, innovate in packaging and marketing, and take calculated risks has been a driving force behind the company’s growth, now valued at around Rs 8,000 crore. The Frooti story underscores the importance of continuous innovation, strategic positioning, and understanding consumer needs in building a resilient brand.
