Introduction - Parle Frooti

Mango is India’s national and most premium fruit. Having a mango at that time of the season was a pure delight. However it being a seasonal fruit was a rather disappointing thing to most of the mango lovers. There was no way to indulge into this yummy fruit after the summer season. There were no products related to this segment until the year 1985. This untapped segment of the market thus saw the launch of Mango Frooti. They entered the market in a rather trendy and convenient way. They came up with a convenient packaging that of a tetra-pack. This packaging gradually has changed over time depending. Mango Frooti is Parle Argo’s flagship brand and India’s leading fruit drink with an 85% market share.

Frooti has been the trendsetter all through its 25 years of existence. From being the first in tetrapacks, to being in the PET bottles, Frooti has innovated all along the way. Frooti as a brand has always tried to evolve with its evolving consumers to be relevant to them at all times. This is what makes Frooti one of the most trusted and preferred brands for a mango drink. Frooti commercials oozed fun and exuberance. Past positioning of frooti came in as a really contemporary and youthful mango drink. The second decade required a new positioning strategy. They wanted to change the perception that Frooti is just a drink for kids and wanted to make it more appealing to the youth. Thus we saw a new beginning for the Frooti campaign.