We will focus on new products to take on MNCs

                   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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Everest Brand Solutions appoints Samir Chonkar as Executive Creative Director.

       

                               Everest Brand Solutions has appointed Samir Chonkar as Executive Creative Director. Chonkar returns to Everest Brand Solutions after a successful stint at Draft FCB Ulka, where he was Creative Director since 2008, and handled a diverse portfolio of brands like Tata Indicom, Amul Ice Cream, Tata Consultancy Services, Tata Corporate and Bajaj Almond Oil among others.

For Chonkar, this assignment is more of a home coming. Armed with an art degree and passion for advertising, Samir walked into Everest in 1992 and stayed on for 14 years to create some memorable advertising for the agency’s diverse clients.

       During his stint at Everest, he worked on a slew of FMCG brands like Parle-G, Parle Monaco, Krackjack, and Hide & Seek cookies, Tortoise Mosquito Repellent, Frooti and Bailley. He handled brands ranging from Corelle to Emirates; LIC and ING Vysya to Hitachi, Siemens and SKF Bearings with aplomb. Samir’s work showed a spirited edge while working on brands like Bagpiper, Shark Tooth Vodka and Romanov.

His already well-rounded experience was further enriched by a stint at M&C Saatchi as Executive Creative Director, working on brands like Jet Airways, Franklin Templeton and Bajaj Allianz.

           D. Rajappa, President, Everest Brand Solutions, said, “Everest is delighted to welcome Samir Chonkar at a senior leadership level. In his role as Executive Creative Director, we hope Samir will not only create impactful and great campaigns but also play a mentoring role to his team. As a mature advertising professional, Samir’s vast experience across categories will benefit the select set of blue chip brands that Everest represents.”

                 "I would add to Team Everest's passion for creating effective advertising that works well for its clients," says Chonkar

           “Induction of senior professionals with exposure across categories is in line with Everest’s philosophy of offering valuable experience of mega brands and large agencies coupled with nimble-footed edge of a small agency--thus giving the best of both worlds to the clients,” added Rajappa.

                                 “I would add to Team Everest’s passion for creating effective advertising that works well for its clients,” said Chonkar.