Parle Agro, renowned for its inventive strides in the Indian beverage sector, has introduced Dhishoom, a nationwide launch of a jeera masala-infused carbonated beverage. By making Dhishoom accessible throughout the nation, Parle Agro pioneers the first national brand in this particular category.
Originally introduced in 2012 and primarily accessible in rural and small-town markets, Dhishoom has now been rolled out nationwide by Parle Agro in response to the increasing demand for jeera-based beverages in India. Through this strategic expansion, Parle Agro not only seeks to satisfy but also to spearhead the growth of this thriving category.
Dhishoom offers consumers an authentic jeera drink experience, featuring a harmonious fusion of savory, tangy, and citrusy flavors skillfully combined with the perfect blend of jeera masala and carbonation. This concoction delivers a refreshing taste with a satisfying punch. Its distinctive and attention-grabbing packaging stands out prominently on retail shelves. Available in two convenient sizes—125ml and 250ml—priced at INR 10 and INR 20 respectively, Dhishoom ensures affordability without sacrificing quality.
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Commenting on the launch, Ankit Kapoor, Head of Marketing and International Business at Parle Agro, expressed, “The nationwide rollout of Dhishoom signifies our entry into the masala soda segment on a national scale, aiming to take the lead in the diverse jeera masala drink market. We intend to leverage our deep understanding of consumer preferences, our expertise in design-led brand building, and our extensive distribution network to unlock the potential of this category.”
The jeera masala drink category, comprising both organized and unorganized sectors, holds a significant market size of around INR 700 crore. Presently, regional players largely control specific market areas, leaving room for a prominent national brand to step in and secure market presence. Parle Agro seeks to bridge this void by establishing itself as the pioneer nationwide brand in this segment.
Commenting on the launch, Nadia Chauhan, Joint Managing Director of Parle Agro, emphasized, “Our dedication to pushing boundaries and elevating categories drives our passion. The nationwide launch of Dhishoom underscores our resolve to tap into market opportunities fully. Our objective is to establish Dhishoom as the definitive preference in the jeera masala drink category, solidifying Parle Agro’s leadership not only in this category but also in the broader beverage industry.”
In its marketing strategy, Parle Agro will leverage its robust distribution network and deploy captivating Point-of-Sale Materials (POSMs) to amplify the brand’s presence. Furthermore, digital platforms and partnerships with influencers will be utilized to effectively engage the target audience on a regional scale.
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