How This Mumbai-Raised Woman Revitalized Frooti And Drove Parle Agro To ₹8,500 Cr Valuation

In the realm of Indian beverages, few have the nostalgic appeal and market impact of Frooti, the mango drink that became a staple of childhood memories. Introduced in 1985 by Prakash Chauhan of Parle Agro India Pvt Ltd, Frooti’s transformation into a powerhouse brand is credited to his daughter, Nadia Chauhan.

What to know: Nadia, born in California but Mumbai-raised, plunged into the corporate world at just 17 as Frooti’s Brand Manager. At the time, Frooti was Parle Agro's mainstay, contributing 95% to its ₹300 crore revenue. Her first masterstroke was a packaging makeover, changing Frooti's packet colour from green to a mango-ripe yellow, resonating instantly with consumers.

However, Nadia’s vision extended beyond aesthetic changes. She repositioned Frooti from a children’s drink to a universal refreshment, broadening its appeal and boosting sales. Her foresight didn’t stop there.

Understanding the need for diversification, Nadia spearheaded the launch of Bailey packaged water and Appy Fizz, an apple-based soft drink. Launched in 2005, Appy Fizz’s distinctive branding and marketing carved its niche, complementing Frooti’s mango dominance.

The way forward: Under Nadia’s leadership, Parle Agro’s market value soared to ₹8,500 crore by 2022-2023, with Frooti alone generating nearly ₹4,000 crore, albeit now accounting for 48% of total sales. This shift indicated reduced reliance on Frooti, yet substantial growth in its revenue. Nadia, now a joint director, continues to drive Parle Agro’s success with her innovative strategies.

Nadia Chauhan’s journey from a young brand manager to a visionary business leader exemplifies the power of innovative thinking in transforming a single product into a diverse and thriving business empire.

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