Business case: Tetra Pak A1 Parle Agro, India

“Introduction of Frooti TCA 65 on Tetra Pak A1 platform has accelerated huge distribution growth and has allowed our customer to live up to their business statement "Refreshing every part of India"’ say Sandeep Kaushik, Group Account Manager, Tetra Pak India.

Parle Agro Pvt Ltd, produces India’s leading mango beverage brand, Frooti. It has used Tetra Pak packages and filling machines since 1985. Frooti is made with water, mango pulp, sugar, citric acid, ascorbic acid and approved colouring and flavouring. It is marketed as the leading ‘on the go’ drink in India.

Marketing opportunity

Parle Agro saw an opportunity to increase sales and extend its consumer base by offering Frooti in smaller packages for people (particularly children and teenagers) who were looking for a sip of their favourite drink rather than a full 150 or 200ml.

Innovative production solution

Using the Tetra Pak A1 filling machine, Parle Agro launched Frooti (or Magic Frooti as it’s become known) in 2004 in an innovative and colourful chain of eight TCA 65ml packages. Positioned as the ‘perfect accompaniment for the little joyous moments in life’, Parle Agro priced the packs to make them affordable to a broader audience.

Refreshing results

Market acceptance from consumers has been overwhelming and brand performance has far exceeded expectations. Parle Agro attributes this success to the revolutionary package that has taken Frooti from being just a beverage to compete with the snack and confectionery category. Penetration has almost doubled in less than a year since launch and outlets such as small kiosks, telephone booths and stationery shops now sell Frooti. Parle Agro has set aggressive targets to increase market penetration even further.

Visit the Parle Agro web site »

For more information, please contact:

- Satyen Khashu, Tetra Pak India