Parle Agro, an Indian beverage company, has launched Dhishoom, a jeera masala-flavored carbonated drink, all over India. This makes Dhishoom the first national brand in this category.
History and Expansion
Dhishoom was first introduced in 2012, available in rural and small-town markets. Seeing the increasing demand for jeera-based drinks, Parle Agro decided to make Dhishoom available nationwide. With this launch, Parle Agro aims to lead the growth of this unique drink category.
Unique Flavor
Dishoom offers the real taste of a jeera drink. It combines savoury, tangy, and citrusy flavours with the right mix of jeera masala and carbonation. This makes it not only refreshing but also flavorful. Dishoom comes in two sizes: 125ml and 250ml, priced at Rs 10 and Rs 20 respectively. It is affordable without losing quality.
Marketing Strategy
Ankit Kapoor, head of marketing and international business at Parle Agro, said, "The nationwide launch of Dhishoom marks our entry into the masala soda segment across India. We aim to lead in the fragmented jeera masala drink category by using our understanding of consumer taste, brand-building skills, and distribution network."
Market Potential
The jeera masala drink market, including both organized and unorganized segments, is worth around Rs 700 crore. Regional players dominate this market, but there is a need for a strong national brand. Parle Agro plans to fill this gap.
Commitment to Growth
Nadia Chauhan, joint managing director of Parle Agro, added, "We are passionate about taking categories to new heights. Dhishoom's national launch shows our commitment to seizing market opportunities. Our goal is to make Dhishoom the top choice in the jeera masala drink category and strengthen Parle Agro's position in the beverage industry."
Promotional Plans
Parle Agro will use its distribution network and attractive Point-of-Sale Materials (POSMs) to increase brand visibility. They will also use digital platforms and collaborations with influencers to connect with the target audience at a regional level.
