Doubling The Fizz

NADIA CHAUHAN, THE 33-YEAR-OLD JOINT MANAGING DIRECTOR AND CHIEF MARKETING OFFICER OF FMCG MAJOR PARLÉ AGRO, ON THE APPY FIZZ SUCCESS STORY, THE PLAN TO DOUBLE TURNOVER BY 2022, AND MORE.

- Sourav Majumdar And T. Surendar

FEW FAST-MOVING CONSUMER GOODS (FMCG) companies have seen the kind of dizzying success with the launch of a brand as Parlé Agro has with its carbonated fruit drink, Appy Fizz, which not only created the segment itself but also dominates it with a growth rate of 70% and a compound annual growth rate (CAGR) of 36% over the past four years. The company, which has doubled its turnover to ₹5,000 crore over the past five years, plans to replicate this feat and hit the ₹10,000-crore figure by 2022, riding on the back of Appy Fizz and its other power brand, Frooti.

Pushing this aggressive growth strategy is 33-year-old Nadia Chauhan, joint managing director and chief marketing officer of Parlé Agro, who, along with older sister and CEO Schauna, 43, is aiming to significantly widen the distribution and penetration of these two power brands. The sisters are jointly at No. 26 in this year’s Fortune India Most Powerful Women in business list.

In an interview with Fortune India, Nadia Chauhan explains how Parlé Agro built on the success of Appy Fizz and Frooti, and the road ahead for the company. Edited excerpts:

Consumer spending has slowed down, and cars and durables are under stress. India doesn’t consume a lot, there’s much to be done, but to expand in a measured yet profitable way seems difficult for a variety of reasons. How do you see this market as an important FMCG player?