Parle Agro set to reshape the dairy landscape

By 19 Jul 2021

India’s multi-category, multi-brand beverage behemoth Parle Agro that has been dominating the fruit-based drinks category in the country for over three decades with iconic Indian beverages, has announced its diversification into the dairy category. The move is backed by years of devoted in-depth research and extensive investment in modern and innovative technologies to build a robust dairy infrastructure and introduce novel products to the Indian consumers. With this, Parle Agro is set to dynamically transform the dairy universe in India with innovations and new consumer experiences that haven’t existed in the category before.

Parle Agro makes its entry into the dairy segment with a high quality and premium range of flavoured milk products – Smoodh. With disruption ingrained in the company’s philosophy, Smoodh becomes the only flavoured milk beverage in the market globally, to be available in 85-ml Tetra Pak cartons and priced at only Rs 10. With this offering, Parle Agro is gunning to grow the branded flavoured milk market in India from the current Rs 800-crore to INR 5,000-crore in the next four years.

Smoodh is a silky, wholesome and delicious flavoured milk beverage available in two universally popular consumer choices, Chocolate Milk and Toffee Caramel. Created combining the finest quality ingredients and the goodness of milk, this drink is sure to become a new favorite of consumers across all age groups.

Nadia Chauhan, joint managing director and CMO, Parle Agro said, “Years of dedicated R&D have gone into developing this product. And like all Parle Agro products, I am happy and delighted to finally launch it in the market for our consumers to experience. As one of India’s leading beverage companies that has always been led by innovations, it has been a conscious effort to bring Indian consumers high quality and rich in taste products at the best value. Smoodh is in sync with this very vision.”

Chauhan added, “Smoodh is a product that can be described as a technological marvel from all aspects – product, quality, price and pack-size. With the immense consumption opportunities that it presents, we are looking to create a substantial dent not just in the beverage category, but in the Rs 10 chocolate category as well which is currently an Rs 4,300-crore industry.”

Smoodh is currently being produced at two manufacturing locations — Mysore and Sitarganj. By the end of 2021, Parle Agro will have added two more manufacturing locations producing Smoodh. The company has invested Rs 100-crore for the latest and most advanced manufacturing technologies at their plants to ensure the premium quality of Smoodh is maintained and remains top notch.

Meanwhile, the company has set its vision on introducing a range of groundbreaking products under their dairy portfolio apart from flavoured milk products that will shake up and cause disruption in the dairy market.

Chauhan added, “The dairy market is dynamic. We envision a high and untapped potential to further optimise products in this market. As a leading brand whose strength lies in establishing new categories, building brands and capturing market share, we are very passionate about setting and reaching ambitious goals. We will continue to innovate with our product line with the vision of making Parle Agro the No 1 beverage company in India while creating a historic transformation in the dairy industry with never-before products.”

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