Parle Agro launches jeera masala drink - Dhishoom

Delhi: Parle Agro has launched Dhishoom, a jeera masala flavored carbonated drink, nationwide. With its availability across the country, Dhishoom establishes itself as the first national brand in this category. 

Dhishoom was originally launched in 2012 and was available in rural and small-town markets. Parle Agro has now introduced Dhishoom across the country. 

Speaking on the launch, Ankit Kapoor, Head of Marketing and International Business, Parle Agro, said, “The pan India launch of Dhishoom marks our national foray into the masala soda segment with the aim to establish leadership in the fragmented jeera masala drink category. We will leverage our superior understanding of the consumer’s taste, design lead brand building capability and our distribution network to unlock this category."

Speaking about the launch, Nadia Chauhan, Joint Managing Director of Parle Agro, added, "Nothing fuels our passion more than elevating categories to unimaginable heights. Dhishoom's national launch shows our commitment to seizing market potential. Our mission is to position Dhishoom as the ultimate choice in the jeera masala drink category, cementing Parle Agro's leadership in the category and the beverage industry as a whole.”

As part of its marketing strategy, Parle Agro will utilise its distribution network and implement eye-catching Point-of-Sale Materials (POSMs) to enhance visibility for the brand. Additionally, digital platforms and collaborations with influencers will be employed to effectively engage with the target audience at a regional level.