Parle Agro, renowned for its innovative beverages, has introduced Dhishoom, a jeera masala-flavoured carbonated drink, across India. Originally launched in 2012 and available in rural and small-town markets, Dhishoom has now expanded nationwide, becoming the first national brand in the jeera masala drink category.
Recognizing the increasing demand for jeera-based beverages, Parle Agro aims to lead this growing segment with Dhishoom. The drink delivers an authentic jeera flavour, blending savoury, tangy, and citrusy notes with the right mix of jeera masala and carbonation, providing a refreshing and punchy taste. Its vibrant and eye-catching packaging is designed to stand out on retail shelves.
Ankit Kapoor, Head of Marketing and International Business at Parle Agro, commented, “The pan-India launch of Dhishoom marks our national entry into the masala soda segment with the goal of establishing leadership in the fragmented jeera masala drink category. We will leverage our superior understanding of consumer tastes, design-led brand building, and extensive distribution network to unlock this category.”
The jeera masala drink market, valued at approximately Rs. 700 crores, is currently dominated by regional players. Parle Agro aims to fill the gap for a strong national brand, positioning Dhishoom to capture significant market share.
Nadia Chauhan, Joint Managing Director of Parle Agro, stated, “Nothing fuels our passion more than elevating categories to new heights. Dhishoom’s national launch underscores 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 this segment and the beverage industry as a whole.”