Competition and Industry

 Current Industry

At present, mango drinks comprise 70 per cent of the Rs 4,500-crore fruit drink category. With 85% of the current market share, Frooti continues to be the largest brand in Parle Agro’s portfolio with sales turnover of Rs 1,500 crore this fiscal. 

Beverage companies are doing everything to increase the consumer base - from roping in Bollywood biggies to boosting marketing expenditure and adding infrastructure muscle - to stay ahead in the competition. With Coca Cola firmly positioned at the number one spot in the market, the Indian mango drink market with its Maaza brand, its global rival PepsiCo and   local player Parle Agro are competing for the second slot in a market.

What does Frooti do to keep pace?

For its future strategies, Frooti plans to ride on the IPL this season to stand out among MNC brands such as Maaza (Coca Cola) and Slice (Pepsi) in the fruit drink category. Doing so will help increase the brand recall and image. Besides this it will also help its positioning of making it a brand for the youth rather than only children. Frooti aims to reach new segments especially hotels, restaurants and catering. It has enhanced its’ distribution for the same by nearly 30-40%. Besides this it intends to double the number of factories manufacturing the product with the face of their franchisee. It changed its target group based on the changing needs and potential of the target audience. Due to its association with Parle Agro, it has formed a strong position in the mind of its consumers. It is considered to be one of the most trusted brands.