Parle Agro, known for its innovative contributions to the Indian beverage industry, has launched Dhishoom, a jeera masala flavoured carbonated drink, nationwide. With its availability across the country, it establishes itself as the first national brand in this category.

It was originally launched in 2012, and was available in rural and small-towns markets. Recognising the growing demand for jeera-based drinks in India, the company has now introduced the drink across the country. With this move, it aims to not only meet but also lead the expansion of this burgeoning category.

It brings consumers the authentic taste of a jeera drink. With the perfect blend of savoury, tangy and citrusy flavours, expertly infused with the right mix of jeera masala and carbonation, it delivers a taste that’s not just refreshing but also packs a punch. Its quirky eye-catchy packaging is hard to miss on the retail shelf.

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.”

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. The company aims to fill this gap by becoming the first nationwide brand in this segment.

Nadia Chauhan, joint managing director, Parle Agro, said, “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.