Afaqs · Business · 2026-09-06
The Frooti case study: How a mango drink became an Indian icon
Launched in 1985, Frooti entered India’s emerging ready-to-drink beverage market with a simple proposition: bringing the taste of mango to consumers throughout the year. At a time when fresh juices and syrups dominated consumption, Parle Agro identified an opportunity for a convenient and hygienically packaged mango drink. Its use of Tetra Pak packaging helped make the product portable, shelf-stable and accessible across markets. Frooti combined product innovation with mass-market pricing and wide distribution.
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