Parle Agro’s Nadia Chauhan, Promoting & Advertising and marketing Information, ET BrandEquity

When you enter the sector with a new brand, there are diverse strategies to make a splash. One particular tactic is by zeroing in on interesting pricing — a confident-fireplace way to make the consumer sit up and acquire discover. Not long ago, Parle Agro launched Smoodh, its range of flavoured milk. Its USP? It is priced at Rs. 10 and is obtainable in 85-ml tetra packs. Nadia Chauhan, joint MD and CMO, Parle Agro, shares the state of mind powering the method and segues into designs for the company’s beverage portfolio. Edited excerpts:

What certain you to foray into dairy with flavoured milk, a house with other formidable players current?

We search at disrupting the current market with a exclusive proposition each time we enter with a new brand. In phrases of R&D in dairy, we required to innovate enough to start a item at a rate stage that would make flavoured milk obtainable to everybody. Smoodh is a single of the initial brands to start flavoured milk at Rs. 10. Most merchandise in this class are priced at Rs. 20 or greater.

How did you formulate the marketing prepare for Smoodh? Right after all, the classification is by now property to the legendary Amul Lady.

When we search at dairy drinks, we are competing with current gamers. This class has large unexplored probable it requirements enlargement. To have accomplished a 69% industry share (as of September 2021) given that launching the brand name demonstrates that the prospective is significantly more substantial. We stored today’s shoppers in mind. Our promoting solution is dependent on simplicity — a thing that is an artwork since internet marketing is challenging to simplify.

With mom and dad escalating far more well being-acutely aware, how do you deal with the perception that flavoured milk with extra sugar is unhealthy?

This is a very large subject, but there are a couple of matters: The sugar articles in Smoodh compared to other solutions in the category is on the reduce facet. Also, although this could be a concern [globally], in India, the intake of products and solutions with sugar is a huge component of our way of living. Possibly the change will appear, [but] it’s even now far absent when in contrast to other pieces of the environment.

[From a product point of view] There are two techniques of seeking at it. One particular is decreasing the amount of sugar in the solution,…