Parakh Agro appoints Grey group

Indian manufacturer of FMCG commodities Parakh Agro has appointed Grey group India to handle its creative duties, across advertising, digital solutions, retail design and activation.

The agency won the business in a multi-agency pitch process which involved participation of leading advertising agencies.

While Parakh Agro is strongest with high tech plants located in Central and Western States, it is looking at expanding its distribution and taking the brand national.

Commenting on the development, Prakash Parakh, chairman, Parakh Agro said: “At Parakh Agro we are passionate about providing goodness from traditionally consumed staples to the colossal Indian market through the most advanced hygienic processes."

"Looking for the right strategic and creative partner was a challenge as we had to filter down to the agency that understands our vision and hence build ideas from its core. The team at Grey has worked hard to win this role and with them on board, we are excited and confident about winning hearts for our brand Samrat around the nation."

As the company is headquartered in Pune, the agency’s Mumbai office will handle the account. Vineet Singh, vice president & client services director, said, “Grey is privileged to work with one of India’s finest, “ Made In India ‘ brands. Staples are a hugely challenging category. Branded staples consist of just 2% of the entire universe. The challenge for us is to wean people away from traditional chakkiwallas and unbranded staples sold by neighbourhood kiranas. Grey's communication will target just doing that in its ‘famously effective’ way.

Parakh Agro Industries previously known as Parakh Foods, manufactures a range of staples such as atta, besan, maida, rawa, and sooji under the Samrat brand name. The company is famous for being the creators of India's highest selling edible oil, Gemini Oil which was sold to Cargil Foods in 2007.