The Real 'Frooti Girl': Meet Nadia Chauhan Who Turned Frooti Maker Parle Agro Into Rs 8,000 Cr Brand From Rs 300 Cr

Nadia Chauhan's accomplishments have been widely recognized and appreciated in the business community. Nadia Chauhan joined the family business in 2003.

Nadia is currently the JMD and CMO of Parle Agro.

Nadia Chauhan, the daughter of Prakash Chauhan, the chairman and managing director of Parle Agro, has had a remarkable journey in the business world. She is known for her contribution to Parle Agro's various products including Frooti, which is today one of the most recognized soft drink brands in India. Nadia Chauhan was born in California and brought up in Mumbai. She pursued her studies in commerce at H. R. College. Nadia Chauhan joined the family business in 2003.

The Parle Group traces its origins back to 1929 when Mohanlal Chauhan established the company. Nadia Chauhan, his great-granddaughter, is currently associated with the group. In 1959, Mohanlal's youngest son, Jayantilal, ventured into the beverage business. Over time, Ramesh Chauhan and Prakash Chauhan became the rightful owners of popular brands such as Thums Up, Limca, Gold Spot, Citra, and Maaza. The group later sold these brands to Coca-Cola in the 1990s. When the two brothers split their businesses, Ramesh Chauhan, the father of Jayanti Chauhan, took the reigns of the Bisleri brand while Prakash Chauhan spearheaded the Parle Agro.

Nadia Chauhan currently serves as the chief marketing officer and joint managing director of Parle Agro, a company controlled by his father Prakash Chauhan. Her sister, Schauna Chauhan, holds the position of CEO. Nadia's father played a significant role in grooming her for her current responsibilities, even during her formative years. She would spend time at the company's headquarters in Mumbai after school.

Parle Agro was established in 1985, the same year Nadia was born. Prakash introduced a mango drink packaged in Tetrapak, a product from a Swedish company. At the age of 17, Nadia joined the company in 2003. She observed that a substantial portion of the company's revenue, around 95%, was generated by a single product, Frooti. Determined to diversify the product portfolio, Nadia embarked on a mission to bring about change.

According to reports, Nadia led from the front in overhauling the fortune of Parle Agro. She took the reigns of Parle Agro in her hands when it was around Rs 300 crore brand and made it an Rs 8,000 cr brand.  Upon joining the company in 2003, Nadia embarked on a transformative journey at Parle Agro. At that time, Frooti, a popular mango drink, dominated 95% of the company's revenue. Recognizing the need for diversification and reducing dependence on a single product, Nadia spearheaded the introduction of new offerings such as Appy Fizz and LMN. 

This strategic move played a pivotal role in decreasing the revenue contribution from Frooti to 48%, significantly reducing the company's vulnerability to fluctuations in the demand for a single product. By expanding the product portfolio, Nadia ensured that Parle Agro could adapt to changing consumer preferences and market dynamics.

Nadia's leadership also encompassed effective marketing campaigns that positioned Frooti as a delightful and refreshing beverage suitable for both children and adults. Through innovative marketing strategies, the brand's image was revitalized, connecting with a broader audience and cementing Frooti's position as a fun-filled drink of choice.

Nadia Chauhan's accomplishments have been widely recognized and appreciated in the business community. She has received numerous awards and accolades, including being listed among Fortune India's "40 under 40 Most Powerful Women" in 2019.

Her success story serves as an inspiration to aspiring entrepreneurs and highlights the importance of innovation, adaptability, and a strong sense of purpose in achieving remarkable business growth and making a positive impact in the industry.