Parle Agro is planning to make a beeline for India’s southern states, after dominating the fruit drink category in north and west India. The company plans to hyperlocalize its iconic brands Frooti and Appy in south India.
Parle Agro has been tailoring its distribution system to make Frooti available at points in the south where most of the “on the go” consumption happens.
On-the-go consumption packs—the smallest and lowest priced packages for Frooti—are one of Parle Agro’s biggest revenue contributors.
The move comes at a time when local juice and fruit drink makers are making their presence felt in northern and western Indian markets.
Of Parle Agro’s 13.6 lakh outlets in India, 5 lakh are in the south. The company closed calendar year 2017 with Rs4,000 crore in revenue.