Parle Agro, a key player in India’s beverage industry, has expanded its dairy offerings with the launch of SMOODH Lassi, an innovative product poised to transform the traditional lassi market.
With this new addition, Parle Agro continues its mission to deliver premium, affordable products that challenge conventional market standards.Parle Agro, a key player in India’s beverage industry, has expanded its dairy offerings with the launch of SMOODH Lassi, an innovative product poised to transform the traditional lassi market.
SMOODH Lassi is a rich, creamy blend featuring 50% dahi, delivering a thick and satisfying texture with every sip. The lassi is subtly infused with a delicate rose flavor, making it an ideal beverage for any occasion—whether you’re enjoying a quick snack, hosting a family gathering, or simply looking for a refreshing drink to unwind. Its smooth consistency and delightful taste offer a comforting and indulgent experience.
One of the standout features of SMOODH Lassi is its innovative aseptic PET packaging, which Parle Agro offers at a competitive price of Rs. 20 for a 180 ml bottle. This unique packaging ensures the lassi remains free from trans fats and preservatives, while also providing a shelf life of six months. The product’s vibrant packaging design and convenient size make it an attractive choice for consumers seeking a portable, on-the-go refreshment.
Parle Agro is supporting the launch of SMOODH Lassi with a dynamic marketing campaign featuring Bollywood star Varun Dhawan. The campaign, developed by creative agency &Walsh, presents Dhawan in a dual role, emphasizing the lassi’s creamy texture and delicious flavor. The catchy tagline, “OhhhsoooSmoodh,” encapsulates the essence of the beverage, positioning it as a top pick for those seeking a wholesome, indulgent drink.
Nadia Chauhan, Joint Managing Director of Parle Agro, expressed her excitement about the launch, stating, “Lassi has deep cultural roots in India and offers immense market potential. With SMOODH Lassi, we’ve reimagined this classic beverage, creating a richer, creamier product that combines tradition with a modern twist. Our focus on quality, taste, and nutritional value has driven the development of SMOODH Lassi, and we believe it will exceed consumer expectations. The campaign featuring Varun Dhawan is designed to connect with our audience and establish SMOODH Lassi as a standout choice in the competitive lassi market. Our goal is to elevate the product’s visibility and reinforce our leadership in beverage innovation.”
Parle Agro’s introduction of SMOODH Lassi is a strategic move to capture a significant share of India’s extensive loose lassi market, aiming to set new standards in the industry. With its strong presence in the beverage sector, Parle Agro is well-positioned to lead the development of the packaged lassi category in India.
Chauhan further elaborated on the company’s strategic direction, saying, “Our approach has always been to diversify our product portfolio in anticipation of evolving consumer preferences. The launch of SMOODH Lassi, with its innovative packaging, is a testament to our commitment to offering cutting-edge products that meet the needs of today’s consumers.”
SMOODH Lassi is available across India and is backed by a robust marketing campaign that includes television commercials on national and regional channels, aggressive digital activations, outdoor advertising, and social media engagement to maximize consumer reach. Additionally, product placements in popular TV shows will further increase its visibility and consumer awareness.