Meet Nadia Chauhan: The Woman Transforming Parle Agro Into A Multi-Billion Rupee Empire

New Delhi, 8th July 2023: In the realm of renowned brands that have gained immense popularity and success, there are often individuals behind the scenes who remain relatively unknown. Nadia Chauhan, a pivotal figure in the triumph of Parle Agro’s brand ‘Frooti,’ is a prime example. Let’s delve into how Nadia Chauhan propelled Parle Agro, the parent company of Frooti and Appy Fizz, from a modest Rs 300-crore enterprise to a staggering Rs 8,000-crore powerhouse.

Born into the esteemed Chauhan business family in California but raised in Mumbai, Nadia Chauhan pursued her studies in commerce at H R College. At a mere 17 years old, in 2003, she stepped into the Parle Agro empire founded by her great-grandfather, Mohanlal Chauhan, in 1929. Parle Agro initially entered the beverage manufacturing domain in 1959.

Upon joining the company, Nadia Chauhan observed its heavy reliance on Frooti, which accounted for nearly 95 per cent of the company’s sales. Determined to mitigate this vulnerability associated with depending solely on one product, she devised strategies to diversify Parle Agro’s offerings. In pursuit of this goal, she launched the iconic packaged water brand ‘Baileys,’ which has since blossomed into a Rs 1,000-crore venture.

Through innovative tactics and strategic partnerships with dhabas (roadside eateries) and long-distance bus operators, Parle Agro’s turnover skyrocketed from Rs 300 crore to a staggering Rs 8,000 crore. Nadia Chauhan’s relentless efforts and the company’s amplified distribution channels played a vital role in this remarkable growth.

A breakthrough moment came in 2005 when Nadia Chauhan introduced her brainchild, ‘Appy Fizz,’ a pioneering apple juice product in India when the market was unfamiliar with such a concept. Appy Fizz swiftly gained popularity, boasting a compound annual growth rate (CAGR) of 36 per cent and capturing a staggering 99 per cent market share.

To further promote the Frooti brand, Parle Agro collaborated with Bollywood actors Alia Bhatt and Ram Charan, featuring them in advertisements sporting trendy attire.

Currently, Nadia Chauhan serves as the chief marketing officer and joint managing director of Parle Agro, a renowned FMCG (Fast-Moving Consumer Goods) company. Her visionary leadership and relentless drive have propelled Parle Agro’s brands to unprecedented heights, solidifying their status as household names across the nation.