Stood out as the only national lassi brand available in PET packaging priced at Rs. 20
Launched a high decibel campaign featuring brand ambassador, Varun Dhawan~
National, November 2024: Parle Agro, known for driving innovation in the Indian beverage market, launched SMOODH Lassi, a fresh addition to its growing dairy portfolio to redefine the Indian dairy category once again. This exciting launch was backed by an extensive multi-channel campaign, the largest ever in the lassi category, featuring brand ambassador, Varun Dhawan.
With SMOODH Lassi, Parle Agro took lassi to new heights of delight and indulgence. With 50% dahi content, this lassi is wonderfully thick and creamy, delivering a delicious, smooth, and satisfying drinking experience. SMOODH Lassi offers the classic lassi taste, with a hint of rose creating a flavour that is refreshing. It’s the perfect beverage for relaxing moments – whether it’s a quick snack, a family gathering, serving guests or simply a refreshing pick-me up.
Making SMOODH Lassi even more unique is its packaging. Parle Agro is the only national player offering lassi in cutting-edge aseptic PET packaging at a competitive price of Rs. 20 for 180 ml. This innovative packaging ensures the lassi is free from trans fats and preservatives, while offering a six-month shelf life. Its vibrant, trendy design is eye-catchy and appealing, making it stand out in a crowded market. Additionally, its youthful look and convenient size make it ideal for on-the-go consumption.
Parle Agro had launched the campaign for SMOODH Lassi with a TVC featuring brand ambassador Varun Dhawan in a dual role. Dhawan’s portrayal of both a customer seeking the ultimate lassi experience and a shopkeeper delivering it highlights SMOODH Lassi’s superior quality and irresistible taste. It emphasizes SMOODH Lassi’s creamy texture, delightful flavour, and refreshing qualities.
Commenting on the launch of SMOODH Lassi, Nadia Chauhan, Joint Managing Director, Parle Agro, said, “With SMOODH Lassi we are offering a premium, creamy, and rich dairy based beverage. We’ve carefully crafted SMOODH Lassi to exceed consumer expectations, focusing on quality and taste. Our campaign with Varun Dhawan, is designed to resonate with consumers, positioning SMOODH Lassi as a standout choice in the crowded lassi market. With this approach, we aim to elevate the product’s visibility and strengthen our leadership in beverage innovation.”
Parle Agro’s launch of SMOODH Lassi is a smart move to tap into the large, mostly unorganized lassi market in India, which is worth over INR 3000 crore (according to internal estimates). Although the loose lassi market is big, the packaged lassi sector doesn’t have a strong national brand presence yet. Parle Agro seeks to leverage its leadership in the industry to shape and lead the development of the “Lassi Category” in India with SMOODH Lassi.
SMOODH Lassi is available nationwide, ensuring easy access for both urban and rural consumers.
