Product Overview

Nadia Chauhan, Chief Marketing Officer at Parle Agro set her vision in 2017 to become the dominant player in the beverages segment and to double the turnover to INR 10,000 Cr. by 2022. She had been prompted by the success of the company over the last five years when Parle Agro had doubled its turnover. Reviewing the situation in 2019 she found that though there were multiple opportunities to make her dream come true, challenges were equally real. The question was in which direction should she proceed and how? She had the following options before her: market penetration, product development, market development or diversification.

Learning Objectives

After reading through the case, students will be able to understand challenges in managing growth in the non-alcoholic beverages sector, comprehend decision making strategies in the context of external challenges as industry structure change, competitive pressures and customer preferences, and comprehend and analyse the role of an intrapreneur in an already established business and market.