Frooti, a popular mango drink, was struggling in the early 2000s, with revenues plateauing around Rs 300 crore. To revamp the brand, Nadia Chauhan, a 17-year-old member of the family business, introduced the “samosa pack” in 2004, a triangular sachet priced at Rs 2.50, targeting rural markets and children. This innovative packaging made Frooti accessible and affordable, driving growth in untapped markets. The strategy worked, and Frooti’s revenue grew significantly.
To further revamp the brand, Parle Agro enlisted Shah Rukh Khan as a brand ambassador, elevating Frooti’s appeal to a broader audience, including adults. The combination of innovative packaging and celebrity endorsement catapulted Frooti’s revenue to over Rs 4,000 crore, solidifying its position as a leader in the fruit drink market. Under Nadia Chauhan’s vision, Parle Agro diversified its portfolio with other successful products like Appy Fizz, and the company’s valuation grew to around Rs 8,000 crore. The Frooti story highlights the importance of innovation, strategic positioning, and understanding consumer needs in building a resilient brand.