Parle Agro

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Parle Agro Pvt. Ltd.
Type Private limited
Traded as Unlisted
Industry Food and Beverage
Founded 1984
Founder(s) Chauhan family
Headquarters

Vile Parle (East)

Mumbai, India
Key people Prakash Chauhan (Chairman & MD)
Schauna Chauhan (CEO)
Alisha Chauhan (Director)
Nadia Chauhan (Director)
Products Frooti, Appy, LMN, Hippo, Bailley
Website www.parleagro.com

Parle Agro is an Indian private limited company that owns several popular brands including Frooti, Appy, LMN, Hippo and Bailey.

Several Parle soda brands including Citra, Thums Up, Limca, Gold Spot and Maaza were sold to Coca Cola in 1993 for a reported $40 million.[1][2] At the time of sale, the Parle brands together had a 60% market share in the industry.[3] The brand was strong in South India.[4] Citra was phased out by 2000 to make way for Coke's international brand, Sprite.[5]

History

Parle Products was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and Thums Up soft drink.

The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family:[6]

  • Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Kismi Toffee Bar, Monaco and KrackJack)
  • Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy)
  • Parle Bisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle".

Parle Agro

Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.[7]

Separation from the parent company

The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name.[8] In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.[9]

Parle Agro brands

Parle Agro Pvt. Ltd operates under three major business verticals:

  • Beverages – fruit drinks, nectars, juice, sparkling drinks
  • Water – packaged drinking water
  • Foods – confectionery, snacks

Parle Agro also diversified into production of PET preforms (semi-finished bottles) in 1996. Its customers include companies in the beverages, edible oil, confectionery and pharmaceutical segments.[10]

Beverages

  • Citra was a clear lemon and lime flavoured soda sold in India in the 1980s and early 90s.[11]
Frooti
Launched in 1985, Frooti was India's only beverage sold in a Tetra Pak packaging at the time. It went on to became the largest selling Mango drink in the country.[12]
Appy
Appy Classic was launched in 1986 as an apple nectar and originally available in a white Tetra Pak packaging with an apple and leaf graphic. As of 2011, it comes in black Tetra Pack packaging. It was the first apple nectar to be launched in India.
Appy Fizz
Launched in 2005, Appy Fizz is India’s first sparkling apple drink available in a champagne shaped PET bottle.
Saint Juice
Launched in 2008, Saint Juice is available in three variants – Orange, Mixed fruit, Grape and Apple. At the time of its launch, its USP was "100% juice with no added color, sugar or preservatives".[13]
LMN
LMN was launched in March 2009, as non-carbonated lemon drink (nimbu paani or lemonade)[14]
Grappo Fizz
Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with creating the sparkling fruit drinks category in India[citation needed], Grappo Fizz is along the lines of existing product Appy Fizz.
Cafe Cuba
Launched in 19 May 2013,It's a new product & first of its kind ;Cafe Cuba is a carbonated Cuban coffee, more of a bottled Espresso.
Flavour : Strong Coffee with little sugar, Helps to activate your energy levels up high.

Water

  • Parle Agro have launched BAILLEY packaged


.

Food


Confectionary

  • Mintrox mints (launched in 2008), hard mint candy available in 2 flavors
  • Buttercup candies (launched in 2008), hard boiled candy; it is targeted at kids and adults alike.
  • Buttercup Softease, a toffee available in 4 flavors
  • Softease Mithai, a toffee available in 3 flavors


Snacks

  • Hippo (launched in 2008), baked snack available in six flavors

See also

References

  1. ↑ Kachru, Upendra (2009). Strategic Management: Concepts and Cases. Excel Books India. pp. 689,690. ISBN 81-7446-424-7. 
  2. ↑ "Coke uncorks war of words with partner". Reading Eagle. 8 January 1995. Retrieved 22 February 2012. 
  3. ↑ Ray, Pradeep Kanta (2005). FDI and industrial organization in developing countries: the challenge of globalization in India. Ashgate Publishing, Ltd. p. 82. ISBN 0-7546-4322-0. 
  4. ↑ "Market dynamics force Coke to delay launch of diet cola". The Indian Express. 7 June 1998. Retrieved 22 February 2012. 
  5. ↑ "From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps". The Economic Times. 28 November 2011. Retrieved 22 February 2012. 
  6. ↑ Paramita Chatterjee & Ratna Bhushan (2009-08-10). "Chauhans lock horns over Parle brand, yet again". The Times of India. Retrieved 2011-10-12. 
  7. ↑ "Parle Agro Forays Into Pure Juice Market". Medianewsline.com. 2008-10-17. Retrieved 2010-07-16. 
  8. ↑ Dev Chatterjee & Meghna Maiti (2008-09-15). "Chauhan siblings close to settling row over Parle brand". Economic Times. Retrieved 2011-10-12. 
  9. ↑ Paramita Chatterjee & Ratna Bhushan (2009-01-13). "No sign of truce in battle over 'Parle' brand". Economic Times. Retrieved 2011-10-12. 
  10. ↑ "Parle Agro to expand plastic packaging biz". Business Standard. 2010-03-31. Retrieved 2011-10-12. 
  11. ↑ "Coca-Cola to revive Citra after 19 years, aims mopping up volumes". The Economic Times. 13 February 2012. Retrieved 22 February 2012. 
  12. ↑ "Brand Yatra: From ‘Fresh ‘n’ Juicy’ to ‘Why grow up’, Frooti goes the mango way". Retrieved 2011-10-12. 
  13. ↑ Sayantani Kar (2009-11-24). "Parle Agro: In nature's lap". Business Standard. Retrieved 2011-10-12. 
  14. ↑ "Parle Agro looks to penetrate home consumption market for LMN". Business Standard. 2009-06-04. Retrieved 2011-10-12. 

External links

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