Whoever said that women cannot run a business has not met Nadia Chauhan, who is currently making headlines for turning Parle Agro into an ₹8000 crore business. The brand was a ₹300 crore business that she multiplied by leaps and bounds.
Joined Parle Agro as a 17-year-old in 2003, Chauhan worked under her father, Prakash Chauhan. Here is how she took her family business to new heights.
Introduced New Labels
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Parle Agro is a parent company that sells Frooti, Appy Fizz, bottled water under the label of Baileys, juices, snacks, confectionery, etc. When Chauhan joined the company, Frooti contributed 95% of the total revenue. Her first step was to reduce the dependency of Parle Agro on the sweet mango beverage.
Therefore, she introduced packaged drinking water. Baileys currently is a business making revenue over ₹1000 crores. From distribution to tie-ups with local stores and roadside dhabas, everything about this brand was meticulously panned out and executed. With the introduction of this brand, Parle Agro became a business with ₹5000 crore turnover.
In 2005, Chauhan introduced the world to Appy Fizz, a brand that sells apple juice. The drink soon became quite popular in India because people never thought that applied juice could be sold. Its packaging, taste, and marketing soon took over the market.
Amid creating new brands, Chauhan did not let Parle Agro’s grip on Frooti (Summer Drinks Made With Mangoes) loosen up. Under the brand called Nutrizz, she introduced various flavours of Frooti that start coming into PET bottles.
Strong Marketing Campaign
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One of the biggest aspects of marketing is creating an impact and leaving an impression behind. Chauhan laid out the battlefield and sealed the deal with top actors to promote these brands.
Currently, Alia Bhatt is the face of Frooti, and Kriti Sanon is representing Appy Fizz. Among the actors from the South Film Industry, NTR Junior and Ram Charan are the faces of Appy Fizz and Frooti, respectively. Varun Dhawan is selling Smoodh on our television, and Priyanka Chopra has taken Appy Fizz to the global platform.
Nadia Chauhan is the Joint Managing Director at Parle Agro. Her eldest sister Schauna Chauhan is the CEO, and Alisha Chauhan is the Director of the multi-crore business.
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About Parle Agro
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Parle Agro was founded in 1929 when the Britishers were ruling India. It was a part of Parle company, which was divided into three sections: Parle Products, Parle Agro, and Parle Bisleri.
In 2008, Parle Product sued Parle Agro for selling confectionery under the parent brand name. Later Parle Agro decided to change the packaging and design of its product to ensure that nowhere Parle was mentioned.
In 2009, the Bombay High Court said that Parle Agro could sell confectionery products under the brand names - Parle or Parle Confi, but on the condition that it would be mentioned that each of their products has no relationship with Parle Products.
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