SMOODH Lassi offers a creamy, indulgent experience with 50 percent dahi content, providing a smooth and satisfying taste. The lassi combines the traditional flavor with a hint of rose, aiming to deliver a refreshing and comforting beverage suitable for various occasions. The product is packaged in aseptic PET containers, setting it apart in the retail market. Priced at Rs 20 for 180 ml, it offers a six-month shelf life without trans fats or preservatives. Its vibrant packaging is designed to appeal to consumers and stand out on shelves.

Nadia Chauhan, Joint Managing Director of Parle Agro commented, “Lassi is a beverage deeply rooted in Indian culture with substantial market potential. SMOODH Lassi represents our innovative approach to this classic drink, offering a premium, richer product that blends tradition with modernity. Our campaign with Varun Dhawan aims to position SMOODH Lassi as a leading choice in the lassi market, reflecting our commitment to quality and consumer satisfaction.”

Parle Agro’s strategic move with SMOODH Lassi aims to address the substantial unorganized loose lassi market in India, valued at over INR 3000 crore. The company seeks to establish a national presence in the packaged lassi segment, leveraging its industry expertise to influence and lead the development of the lassi category in India.