Parle Agro targets ₹1,000-crore turnover for Appy Fizz

Parle Agro is pushing its Appy Fizz to become a ₹1,000 crore brand in the next two years. The company has announced the launch of its new #FeelTheFizz marketing campaign for brand Appy Fizz with a budget of Rs 100 crore. This will be the first campaign for the brand featuring its new brand ambassador Salman Khan.

 

Its flagship mango brand of Frooti with a ₹2,200-crore turnover is already facing stiff competition from both MNCs and domestic players in the ₹4,500 crore fruit drink category.

 

Nadia Chauhan, Joint Managing Director, Parle Agro said, “We already have a 95 per cent share in the sparkling fruit drink segment with Appy Fizz and want to take its turnover from ₹700 crore to 1,000 crore in the next two years as it has been growing at almost 50 per cent.”

 

“We are ambitious with Frooti and want to double its turnover in the next 3-5 years to make it the number one brand. There is competition not only from MNCs but even regional players such as Manpasand Beverages, but we have a 27 per cent share in the category,’’ Chauhan added.

 

Maaza (Coca Cola) holds a 40 per cent share followed by Frooti at 27 per cent and Pepsico’s Slice at 14 per cent in the mango drink category. Parle Agro would also be increasing its distribution network by 25 per cent from the current 1.8 million outlets.

 

However, when it comes to its packaged water brand of Bailley, Parle Agro will stay away from hiring high-profile brand ambassadors.

 

“We are not going to be making investments into marketing and advertising for Bailley. There are already 10,000 packaged water brands in the country with several local players,’’ added Chauhan.