Nadia Chauhan, joint managing director and CMO of Parle Agro, discussed the company’s growth, global collaborations, and India’s appetite for health and wellness products in a conversation with Manifest. She highlighted the risk the company took by partnering with a boutique design house based in New York, &Walsh, which changed their approach to branding and strengthened their top-of-mind recall. Chauhan credited the collaboration for bringing a fresh perspective to their marketing efforts and leveraging technology and AI to bridge cultural nuances.
Chauhan emphasized the importance of using AI as an enabling tool to enhance marketing efforts, rather than replacing emotional storytelling. She noted that AI has helped Parle Agro speed up smaller initiatives and cut down on campaign development timelines. However, she also recalled a bold campaign idea that didn’t materialize, which involved creating an AI celebrity, due to the market not being mature enough at the time.
On the topic of talent retention, Chauhan stressed the importance of fostering a supportive culture where individuals feel valued and empowered to contribute. She highlighted the company’s decade-long relationship with agencies and brand ambassadors as a testament to their ability to retain talent. When asked about trend-setting versus trend-following, Chauhan was firm that Parle Agro simplifies their messaging and delivers joy through their communication and products, rather than following trends.
Looking ahead to the company’s five-year vision, Chauhan shared her ambition for Parle Agro to have a diverse product portfolio spanning fruit drinks, carbonated soft drinks, and dairy beverages. She underlined her goal for Smoodh to become a leading player in the dairy beverages category, with innovation at the heart of their expansion. Chauhan also debunked the myth that Indian consumers are fully ready to embrace specialized health-focused food and beverage products, noting that while interest in premium and sugar-free products is growing, the larger base remains price-sensitive and seeks value.
Overall, Chauhan’s conversation with Manifest provided insight into Parle Agro’s approach to marketing, innovation, and growth, as well as the company’s vision for the future. Her emphasis on simplicity, familiarity, and predictability in messaging, as well as her commitment to using AI as an enabling tool, highlights the company’s focus on delivering joy and value to their consumers.