About Us  

For twenty two years, we, at Parle Agro, have continuously

held our consumers in the highest regard, satisfying their
tastes and preferences at every level. Through the years, we
have not just satisfied the needs of the consumers, but have
also formed a bond of trust with them; a bond for which we
have the utmost regard, one without which our work would be
futile.  We, at Parle Agro, have made our mark as a
manufacturer of consumer products by doing things differently.

 
Since the launch of Frooti - India's first national mango
drink in 1985, Parle Agro has kept up with the constant need
to deliver fresh and innovative ideas and products to the
market.
 
We are the first Indian Company to have a tie up with
Tetra Pak or to launch a Favorite Mango Drink in a PET
bottle, slim pack or even the triangular shape pack, and
our changes have complemented the ever changing face of
India, leaving everyone thirsty for more.

In 1986, Parle Agro made a path breaking venture with Appy

Classic, a classic apple drink. Following the success of Appy
Classic, we pioneered the launch of the first ever sparkling
Apple drink - Appy Fizz.
 
With Bailley, our innovations in terms of packaging for airlines
have made it a sought-after brand for packaged drinking water.
In spite of the tough competition, Bailley maintains a good
position in India and holds the No.1 position in select markets.
 
Parle Agro has diversified into confectionery business & in a
short period of time has achieved a pan-India presence.

ButterCup
ButterCup is categorized as toffee. With a market with heated
competition, ButterCup boasts of a creamier more fulfilling
taste, leaving you with an urge to have one more. ButterCup is
available in refill pouch as well as Jars of different sizes.

ButterCup Softease
ButterCup Softease is a candy that gives you a uniquely chewy
& smooth eating experience with a rich after taste. It is
available in four variants, viz. Strawberry, Coconut, Caramel &
Vanilla.

Mintrox
Mintrox comes in a unique round shape to give enhanced flavor
release & long lasting taste which serves as value for money.
Mintrox is a mint candy available in 2 flavors, viz. Mintrox Hard
Peppermint & Mintrox Hard Cinnamon Mint. We are the first
one to launch Cinnamon flavor in the Hard Boiled Candy
category. Mintrox is available in refill pouch as well as Jars.

We believe we will be leaders in our business by constantly

striving to improve ourselves, our knowledge and skills, and
most of all by remaining a customer centric organization.  And
it is this very belief that makes us visionaries, pioneers and
innovators in what we do.

Taking advantage of our success in branding of our various

drinks in India, we have successfully marketed them by
launching our brands in various regions across the globe like
USA, UK, Canada, Australia, Singapore, Mauritius, Malaysia,
New Zealand, UAE, Kuwait, Bahrain, Angola, Zambia, Uganda,
Ghana, Togo, Congo. We are the member of various prestigious
organizations - the Agricultural and Processed Food Products
Exports Developments Authority (APEDA), Federation of Indian
Chambers of Commerce and Industry (FICCI), Federation of
Indian Export Organizations (FIEO), Project Exports Promotion
Council of India (PEPC) - and thus have the support of the
Government in our various ventures.

Product Range

Parle Agro Pvt Ltd is a distinguished manufacturer and exporter

of a wide variety of food items which are as follows:-

 Mango Frooti
 Appy Classic - Made from Juicy Apple
 Sparkling Apple Drink - Apple Fizz
 Packaged Drinking Water - Bailley
 Confectionery - Butter Cup Toffee, Butter Cup
Softease and Mintrox with 2SKUs namely Cinnamon
Mint Flavor, Pepper Mint Flavour and Butter Cup Toffee.

Quality Assurance

All the products of Parle Agro Pvt. Ltd. are manufactured under
the most hygienic conditions. Great care is exercised in the
selection & quality control of raw materials, packaging
materials. Rigid quality standards are ensured at every stage of
the manufacturing process. Every batch of drink, packaged
drinking water and confectioneries are thoroughly checked by
quality experts using the most modern equipment.

Our drinks are made available in Tetra Packs and Pet Bottles
which retains the freshness of the drink for a long time. The
special technology used in the packaging keeps the drink fresh
for a longer period of time. Owing to all these reasons, our
products have been awarded with ISO certification. Thus we
are engaged in providing the new generation consumers with
healthy and delicious drink to refresh.

Infrastructure

For the brands Frooti, Appy Classic and Appy Fizz, Parle Agro
Pvt. Ltd. has strategically located manufacturing facilities at
Patalganga, Bhopal, Chennai, Hyderabad and Ghaziabad. We
 have franchisee location at Kolkata, Guwahati, Ambala and
Jharkhand. The locations of these units ensure a constant
output and easy distribution. Each factory has state-of-the-art
machinery with automatic packaging facilities.

The plant that produces Bailley meets the stringent

requirements of the BIS norms comprising of chemical and
microbiological tests. All the plants adhere to the recommended
International Code of Practices and the General Principles of
Food Hygiene.

The state-of-the-art plants also minimize the wastage and

render high yield. We have strength of highly qualified and
experienced team of dedicated engineers. These engineers
along with our team of R&D professionals are constantly
involved in innovating various techniques and methods to add
value to the industry. The extensive distribution network, built
over the years, is a major strength for our company, since it
helps us to make available to consumers our products even in
the most remote places.

From Wikipedia, the free encyclopedia

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Parle Agro is an Indian company in the beverages industry and has brands like Frooti,
consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking
water, Bailley.

A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the
first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to
introduce fruit drinks in PET bottles.[citation needed]

In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox
mints and Buttercup candies. This was soon followed by two more brands - Buttercup
Softease and Softease Mithai.

Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In
2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the company’s
vision of becoming a major player in the foods and beverages industry.

Contents
[hide]
  1 History
 2 Brands
 3 See also
 4 References
 5 External links

[edit] History
In the 1950s the undivided Chauhan family manufactured beverages, water, confectionery,
biscuits, etc. under its registered brand name Parle.

Over the years, the group split into three different companies – Parle Agro, Parle Bisleri and
Parle Products. Currently, all three are separate companies with separate ownership and
management. They also have different products manufactured under them. All three
companies continue to use the family trademark name – ‘Parle’ under which the current
companies are named.

Parle Agro commenced operations in 1984. Starting with only beverages and diversifying to
include bottled water in 1993 and confectionery in 2007. Frooti was the first product that was
rolled out of Parle Agro in 1985. It went on to become India’s favourite mango drink. It still
has a leading market share.[1]

Mr. Prakash Chauhan is the Executive Chairman of Parle Agro....

[edit] Brands
Parle Agro Pvt. Ltd operates under three business verticals: • Beverages – fruit drinks,
nectars, 100% Juice, sparkling drinks • Water – Packaged Drinking Water • Foods –
confectionery, snacks

1. BEVERAGES -

Frooti: Launched in 1985 as a mango drink, Frooti is the first beverage to be launched in tetra
packaging in India. Frooti is India’s favorite Mango drink and is ranked amongst the most
trusted brands in numerous national surveys.[citation needed]

Appy Classic: Launched in 1986 as an apple nectar and originally available in a white tetra
pack with an apple and leaf graphic, today it comes in black tetra packaging. Appy remains
the first apple nectar to be launched in India.

Appy Fizz: Launched in 2005, Appy Fizz is India’s first sparkling apple drink available in a
champagne shaped PET bottle. Considered the ‘Champagne’ of Fruit drinks[citation needed], Appy
Fizz is a one of a kind product in the beverage market.[citation needed] Recently, Appy Fizz has
been given a makeover in terms of a new packaging.
Saint Juice: Launched in 2008, Saint Juice is available in three variants – Orange, Mixed
fruit, Grape and Apple. Saint Juice is 100% juice with no added color, sugar or preservatives.

LMN: Launched in 2009, LMN is a fresh take on nimbu pani. It contains real lemon juice and
has no artificial flavors or preservatives. LMN works as an ‘Emergency Lemon Refresher’,
and tastes closest to authentic nimbu pani.[citation needed]

Grappo Fizz: Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with
creating the sparkling fruit drinks category in India[citation needed], Grappo Fizz is along the lines
of existing product Appy Fizz. It is purple-red in color and has no close competition in the
market.[citation needed]

2. 3. Snacks & Confectionery

Hippo: HIPPO is a baked snack with the goodness of wheat. It is available in seven flavors
from around the world - Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai
Chilli, Yoghurt Mint Chutney, Indian Chatpatta and Arabian Salted. These baked wheat
munchies have no added MSG, no GMO, no cholesterol and zero trans-fat.

Confectionery -

Mintrox: Mintrox is a hard mint candy. It is available in two flavors - Hard Cinnamon Mint
and Hard Menthol Mint.

Buttercup: Buttercup is a hard boiled candy; it is targeted at kids and adults alike.

Buttercup Softease: Buttercup Softease is a toffee which gives a uniquely chewy & smooth
eating experience with a rich after taste.[citation needed] It is available in 4 variants – Strawberry,
Coconut, Vanilla and Caramel.

Softease Mithai: Softease Mithai is a toffee. It is available in three flavors: Kaju and Kesar.

Parle Agro's Frooti is the leading brand in the tetrapak fruit drink market. The
brand witnessed declining sales and started losing its appeal due to increased
competition. To revive the sagging sales and appeal of the brand, Parle Agro
decided to relaunch the brand with new positioning and packaging. The caselet
discusses about Parle Agro's design and implementation of the brand relaunch
exercise for Frooti. It provides a detailed description of the advertising
strategy followed by the company to promote the brand that involved a teaser
advertising campaign revolving around a faceless character 'Digen Verma'.

Issues:

» Importance of marketing research

 »  Design and implementation of brand relaunch
»  Teaser advertising campaign merits and demerits
Key words:

Frooti, Parle Agro, Relaunch Strategy, Positioning, Pepsi, Coca-Cola, Youth,

Brand Ambassador, 'Digen Verma', Frooti tetrapak, Television Commercials
(TVCs), Outdoor Media Campaigns, Offline Promotions, Online Advertising
Campaigns, Packaging.

RELUNCHING:

The case 'Relaunch of Frooti-The 'Digen Verma'

campaign' analyses the re-launch strategy
adopted by Parle Agro for 'Frooti' and the
promotional campaign run by it. The case
discusses Parle's teaser campaign which was
unusual in that it revolved around a faceless
person named 'Digen Verma' ' Frooti' was the
first tetrapak fruit juice to be launched in India.

However, owing to stagnating sales, Parle Agro

planned to re-launch 'Frooti' by positioning it as
fun drink for the youth. As a part of the strategy,
it launched a teaser campaign. This teaser
campaign revolved round a faceless brand
ambassador who was positioned as someone
whom the youth could relate to.

The teaser campaign evoked enormous public interest. As a part of the re-launch strategy, the
packaging of the product was also changed and the baseline changed to 'Just like that.