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Juice to Genius- The Nadia Chauhan Effect

Nadia Chauhan was born in California but brought up in Mumbai, and studied commerce at H. R. College. 

• She is known for her contribution to Parle Agro's various products including Frooti, which is one of the most loved soft drink brands in India.

• She currently serves as the Chief Marketing Officer and Joint Managing Director of Parle Agro.

Who hasn’t heard of Frooti? From pleading to our parents to buy us one of those tiny tetra packs to looking forward to sipping on it after a long day of work in this heat.

The yellow packaging has become iconic, and the drink has established itself as a household name across India. Frooti is loved by people of all ages and has garnered widespread popularity, from bustling cities to quaint villages, you will always come across a shop that sells Frooti. Frooti’s consumers today range from patients drinking at hospitals to those enjoying family functions. 

When you think about it more, you wonder, apart from it being an amazing drink, how did it gain so much popularity? How did it go from being a 300 CR brand to an 8000 CR brand? Well, the answer is Nadia Chauhan.

Who is Nadia Chauhan?

Born into a business family of Chauhans in California and brought up in Mumbai, Nadia Chauhan studied commerce at H R College. She joined her father’s group ‘Parle Agro’ at a very young age (17 years), in 2003 and currently serves as the Chief Marketing Officer and joint managing director of Parle Agro. Founded in 1929 by Nadia’s great-grandfather Mohanlal Chauhan, the company started manufacturing beverages in 1959.

When Nadia Chauhan assumed her role at Parle Agro, the company relied heavily on a single product - Frooti, which accounted for a staggering 95% of their total sales. Recognizing the need to mitigate this over-dependence on one product, Chauhan devised a plan of action to diversify the company's portfolio.

What else do we know other than Frooti?

Under her leadership, Parle Agro ventured into uncharted territories and introduced the now-iconic packaged water brand, 'Bailleys,' which has since evolved into a formidable player in the market, generating an impressive revenue of Rs 1,000 crore.

'Appy Fizz,' a groundbreaking product in the apple juice category, was introduced in 2005 by Nadia Chauhan thanks to her forward-thinking strategy, back when the concept of apple juice was relatively alien to the Indian market.

Despite initial reservations, the beverage captured the hearts of consumers, experiencing a remarkable Compound Annual Growth Rate (CAGR) of 36% and garnering a staggering market share of 99%. At the moment, Appy Fizz controls a significant market worth Rs 2,000 crore.

In addition to boosting Parle Agro's profitability, Nadia Chauhan's strategic decisions have significantly influenced the company's identity and growth trajectory. Her ability to identify and transform untapped opportunities into profitable, successful ventures has propelled Parle Agro to greater heights in the ever-evolving consumer goods industry.

Chauhan has demonstrated through her sensible and insightful leadership, that calculated risks and a visionary outlook can pave the way for remarkable achievements in the corporate world.

As the company continues to expand its product range and market presence, it stands as a testament to Nadia Chauhan's exceptional acumen and dedication to fostering innovation within Parle Agro.

Nadia Chauhan's journey serves as a beacon of inspiration for aspiring entrepreneurs and business leaders alike. Her story encourages us to dare to dream big, even as big as believing in apples just as much as mangoes. 

Edited by Shruti Thapa