Parle Agro is doubling its investments to Rs. 150 crore for two of its largest selling beverage brands – Frooti and Appy Fizz. Having spent Rs. 70 crore last year, it is now more than doubling its marketing and ad spends this summer to strengthen its position in the segment.
The prospect of a harsh summer, along with big league events like the IPL, is also propelling the Mumbai-based company to spend more on its beverage brands. Nadia Chauhan, JMD and CMO, Parle Agro, said: “It is going to be a stronger summer and we will be spending on the IPL, since the event takes over the summer season. Last year, we grew at 12 per cent, but now seek 25 per cent growth across our brands.”