Beverage companies are gearing up for a ‘big summer season’ after two years of disruption due to the pandemic. Parle Agro, the maker of Frooti mango juice and Appy Fizz, has launched four television campaigns with four film stars as brand ambassadors and has set a budget of Rs 200 crore for the season.
The company has added about 800 people to its sales team in anticipation of a surge in demand. The company also has big plans for its newly launched B Fizz and Smoodh drinks for the season. According to Nadia Chauhan, joint managing director, new products are planned in the dairy-based beverage segment. In an interview to Moneycontrol, she also spoke about the growing health consciousness among consumers. Edited excerpts:
Non-alcoholic beverages are set to see a ‘normal summer season’ after two years of disruption. What’s been the response so far in March?
The whole industry is very excited as we enter the summer season… And this time we are going into summer of 2022 without experiencing the anxieties and the lockdowns, so the sentiment is extremely optimistic…
March has brought in more sunshine with the fact that schools and colleges have also opened up almost 100 percent nationwide. A large part of our consumer base is really the youth and youngsters and a lot of their spending happens when they’re independently moving around. Over the last couple of years, schools and colleges were shut, hence, movement was quite restricted. Today, markets have gone back to beyond normal.