Parle Agro joint MD & CMO Nadia Chauhan is scripting a fresh growth strategy to take on multinational players in the F&B(food & beverages) sector in India. To start with, the company is planning to grow its foods business aggressively to fight global competition. Also, the company is planning increase its global presence this fiscal. The Rs 1,500-crore Parle Agro is currently present in over 18 countries including the USA, the UK and Australia. Chauhan tells FE’s Lalitha Srinivasan about Parle Agro's future plans.
What will be Parle Agro's strategy to fight multinationals in the F&B sector?
As an Indian company, we understand the pulse of the Indian consumer. We strongly believe in creating new categories and offering innovative product experiences to consumers. This has been the backbone of our success in India. The challenge is to offer consumers a product experience that they have never experienced before. To stay ahead of competition, we will continue to focus on introducing innovative products, strengthening our distribution network, increasing our consumer base and ensuring that our brands always remain relevant to consumers.
Recently, Parle Agro raised prices of its fruit juice brands to offset the rising input costs. Are you looking at any fresh price hikes ?
We don’t have any plans for price hikes as of now. We raised the price of Frooti 200ml Tetra from Rs 10 to Rs 12. We had sustained the Rs10 price point for more than a decade despite a rise in prices of all raw materials.
For high visibility of your brands, are you planning to increase your ad budget this fiscal?
Our ad budgets are revised every year as per each brand’s requirement. Besides ATL (above-the-line) we will be spending on BTL activities like consumer sampling and promotions at points of sale.
Are you planning to foray into new categories in India?Any new packaging intiatives?
New product development and product innovation are a constant at Parle Agro. We have just entered a new category in foods – round snacks, with Hippo Round-Round. We have recently introduced Frooti and Appy in 160 ml Tetra packs at Rs 10 and Rs 8 respectively.Both the price points are strategic a nd will help us capture the entry level segment for branded beverages.
Are you planning to take any of your home-grown brands to new georgraphies across the globe ?
We are definitely looking at increasing our global...
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