Sumthng

Even as the brand spends 40% more on it's marketing this year compared to the last, it will have to quickly address one of its biggest weak spots — its relatively feeble presence in the returnable glass bottle (RGB) space.

The returnable glass bottle is at the top in the pecking order of the caste system of packaging of soft drinks followed by the PET bottle and then the tetra pack at the bottom-rung, shares Bijoor.

This has been a pain-point that the brand is trying to tackle on a war-footing.

Agrees and shares NadiaChauhan Kurup, 'Currently there are only four manufacturing plants for RGB which would eventually go up to 20 plants. The bottle form is one of the highest penetrated packing forms and there is a huge market for it.' The glass bottle format has been launched in a phased way in some markets and would be increased soon as manufacturing capacity increases.

And perhaps that's what it will take for Frooti, the oldest brand in the category, to give a better account of itself in a growing market for mango beverages.

Image: Youtube grab from the official Frooti ad

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Numbo-Jumbo

30 Oct, 2013

192- The number of times you can cover Earth's circumference if you line up all the Parle-G biscuits consumed annually, end to end.

Rs 5010 crore - The worth of biscuit sales registered by Parle-G in 2012. We're talking about a number that beats the size of the entire matchmaking industry in India; that could have made up for all the loss incurred by traders due to strike against government's stand to implement LBT (Local Body Tax).

400 million - The number of Parle-G packs that are produced daily. Equivalent number of dollars were made by Kevin Systrom when he sold off Instagram to Facebook. That took him two years though.

6 million - The Number of retail stores that Parle-G's distribution network had covered by Jan'13.

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Brand Gandhi has been hijacked

2 Oct, 2013

No doubt Brand Gandhi has been hijacked by numerous companies...