Parle Agro, the Indian beverage major, has decided to spend Rs 150 crore this year on advertising and building its sales and distribution to deeper infiltrate rural markets.
The company will spend almost Rs 70 crore on expanding the brand presence in rural markets through distribution and Rs 80 crore will go towards advertising.
In 2015, the Rs 2,500-crore company executed a complete rebranding strategy for its flagship brand Frooti, which accounts for more than 50 per cent of its sales. Sales of Frooti have been robust in the tetrapak category and in the PET bottle segment, Frooti is seeing the fastest growth
The company has set up a plant in Sitarganj, Uttarakhand, its 76th manufacturing facility and eighth for beverage production, which will be operational this year.