Parle Agro’s flagship mango drink, Frooti, is sold in portion packages to offer on-the-go refreshment for children and young people. It is the second most popular mango drink in India, and mango is by far the most popular fruit flavour in the country, accounting for 80% of category sales.
In an increasingly competitive market, where price is crucial, Parle Agro set out to reach a wider audience and capture a larger market share. It’s not just about keeping prices low though, in this strictly cash economy it is important to keep prices in line with the main note and coin denominations – a price point of five or 10 rupees makes life easier for both shopkeeper and consumer.
Parle Agro achieved its target by moving from Tetra Brik Aseptic 200 Slim to Tetra Brik Aseptic 160 Slim. This move enabled Frooti to remain at the ‘magic’ price point of 10 Indian rupees and since its launch in 2010, sales of Frooti in Tetra Brik Aseptic 160 Slim have grown from 39 million to over 1.1 billion packs per year. And the price point of 10 rupees has remained the same.