Parle Agro Pvt Ltd

Topics: Brand, Brand management, Coca-Cola Pages: 7 (1744 words) Published: April 13, 2013





1. Brief history of the Company

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

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

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.

✓ Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and Krack Jack). ✓ 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.

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. 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.

To be the leaders in our business. We will stand apart from the competition by being the first in the market to innovate.

We will be the leaders in our business by maintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.

To provide consumers superior, wholesome agro based food and drink brands through which Parle can build a profitable; growth oriented organization´.

Parle Agro is a leading Indian Food and Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drinks like Frooti, Appy, N-Joi and Bailley´. Toady its brand portfolio consists of No.1 brands like Frooti along with Appy, N-Joi and Bailley.

2. Different brands of the Company

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.

✓ Citra was a clear lemon and lime flavoured soda sold in India in the 1980s and early...
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