Parle Agro will make Frooti Fizz available all across the country and is pursuing an aggressive pricing strategy, which is its strength. It is offering Frooti Fizz at Rs. 15 for 250ml PET bottle, Rs. 30 for 500ml PET bottle and at Rs. 25 for 250ml can. It has has upgraded its manufacturing infrastructure across all its plants in Telengana, Uttar Pradesh, West Bengal, Odisha, Madhya Pradesh, Tamil Nadu, Maharashtra, Rajasthan and Haryana. Frooti Fizz will be primarily manufactured at the company’s new plant at Sitarganj in Uttarakhand.
Parle Agro has allocated Rs. 200 crore for promotion of its brands including Frooti Fizz. Although Frooti continues to be the flagship brand of the company with 60% of the company’s total sales today, this has decreased substantially from 92% of overall sales just over a decade ago. Even with this huge drop of revenue share Frooti is still way ahead of all other brands in Parle’s stable. It is a reflection of the overwhelming dominance of mango as India’s largest consumed fruit flavor with 90% market share amongst all fruit-based drinks. The other major Parle fruit drink brands are Appy Classic and Appy Fizz that account for 24% of the company’s revenues.
Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, says that her company is looking at the long term and wants to ensure that every new launch is successful. Parle Agro is aiming to grow its sales from Rs. 600 crore at present to Rs. 4,000 crore by 2022.