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Parle Agro Pvt Ltd in Soft Drinks (India)

Local Company Profile | 01 Jul 2014

STRATEGIC DIRECTION
Parle Agro Pvt Ltd aims to strengthen its presence in soft
drinks by introducing new products over the forecast period.
The company aims to focus on high-growth categories of
bottled water and juice drinks in order to continue its
remarkable growth sustained over the review period.
The company has plans to continue its expansion of
packaged drinking water (PDW) brand, Bailey, across
various cities through the franchisee model.

KEY FACTS
Summary 1 Parle Agro Pvt Ltd: Key Facts
Full name
of
Parle Agro Pvt Ltd
company:
Off Western Express Highway, Sahar - Chakala Road,
Address:
Parsiwada, Andheri (E), Mumbai 400 099, India
Tel:
+91 (22) 6734 8000
www:
www.parleagro.com
Producer of soft drinks, packaged foods, plastics
Activities:
(PET)
Source: Euromonitor International from company reports,
company research, trade press, trade sources

COMPANY BACKGROUND
Founded in 1985, Parle Agro is a privately held soft drinks
major in India. Over 80% of its revenues are attributed to
its beverages division. It also has separate divisions for its
confectionery and snack brands.
The companys flagship brand is Frooti, which is a major
brand in juice drinks. It has also diversified into bottled
water, carbonates, confectionery, PET packaging and snacks.
The bottled water brand Bailey did not cater to the bulk
water as of 2010.
The company enjoys a nationwide manufacturing and
distribution network.
In 2010, Parle Agro launched flavour extensions to its range
of Hippo healthy snacks. It also launched Appy nectar in a
250ml PET format. This is expected to lead to increased
retail consumption of the product, as the earlier carton
packaging was thought to be less mobility-friendly and
appealing to younger consumers.
The company registered a decline in share in juice drinks
and hence tied up with Bollywood megastar Shahrukh Khan
to be the brand ambassador. The company is hoping for
20% increase in sales as a consequence of this strategy.

PRODUCTION
Parle Agro manufactures all of its products at plants spread

across the country. Employing 49 facilities for its bottled


water production by mid-2012, the company is expected to
increase its production capabilities to 60 plants by the end of
2012. Bailey had 53 BIS Certified operational packaged
drinking plants to date.
The company exports some products to neighbouring Nepal
and Bangladesh, as well as to Russia, Canada and the US.
The companys PET manufacturing plant at Silvassa has the
capacity to produce over 8 million PET preforms and over 5
million closures per day. In addition to meeting Parle Agros
packaging demands for its soft drinks, the factory also
handles PET packaging for Hindustan Unilever and Atco
Healthcare, among others

COMPETITIVE POSITIONING
Parle Agro Pvt Ltd was ranked fourth in overall soft drinks
with an off-trade value share of 4% in 2013. The companys
presence was much more pronounced in juice, while it
captured 21% value share of juice drinks (up to 24% juice)
in 2013. However, the companys share recorded a decline
in overall juice mainly due to growing competition from
nectars, 100% juice and other juice drinks brands including
Slice and Maaza.
The company has a product portfolio encompassing almost
all soft drinks categories in India, including bottled water,
juice and carbonates.
Parle Agros brands carry a standard-price positioning.
Brands such as Bailley, Frooti and Appy, are designed for the
standard-priced segment.
In 2012, actor Shahrukh Khan endorsed Parle Agros Frooti
brand nationally, while its competitor Coca-Cola signed up
with actors Imran Khan and Parineeti Chopra to promote
Maaza.
In 2013, Parle Agro introduced carbonated coffee under the
brand name Caf Cuba. Through the launch, the company
aimed to expand its portfolio of soft drinks and strengthen
its position in carbonated beverages.
Summary 2 Parle Agro Pvt Ltd: Competitive Position 2013
Product type
Value share Rank
Soft Drinks
4.4%
4
Bottled Water
1.4%
6
Carbonates
0.3%
3
Juice
15.8%
4
Juice drinks (up to 24% juice) 20.4%
3
Nectars (25-99% juice)
8.7%
3
Source: Euromonitor International from company reports,
company research, trade press, trade sources, trade interviews

Euromonitor International 2014