Parle Agro, the renowned Indian beverage brand, has introduced Dhishoom, the explosion of flavor with jeera masala carbonated drink, nationwide. With its widespread availability across the nation, Dhishoom establishes itself as the pioneering national brand in this category. Dhishoom’s motto is to to captivate hearts with its flavorful and refreshing taste nationwide with the tagline “Mere Paas Masala Hai”
Dhishoom was originally introduced in 2012 and was available for rural and small-towns markets. Dhishoom is now introduced nationwide by Parle Agro, responding to the increased demand for jeera-based beverages in India. With this move, Parle Agro aims to lead the expansion of this growing category.
Dhishoom provides consumers with the authentic flavor of a jeera drink. With the perfect blend of savory, tangy and citrusy notes, expertly blended with the right mix of jeera masala and carbonation. Dhishoom delivers a taste that’s not just refreshing but also packs a punch. It is available in two sizes – 125ml and 250ml, priced at Rs 10 and Rs 20 respectively, Dhishoom offers affordability without compromising on quality.
“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.”
Ankit Kapoor, head of marketing and international business, Parle Agro, Speaking on the launch
The jeera masala drink category, encompassing both organised and unorganised segments, commands a substantial market size of approximately Rs 700 crore. While regional players currently dominate pockets of the market, there exists a noticeable gap for a strong national brand to emerge and capture market share. Parle Agro’s motto is to fill this gap with its brand presence.
“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.”
Nadia Chauhan, joint managing director of Parle Agro, Speaking on the launch,
As part of its marketing strategy, Parle Agro will use its distribution network and implement eye-catching Point-of-Sale Materials (POSMs) to increase 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.