Parakh Agro Industries (formerly Parakh Foods) has assigned its creative duties to Grey Group India following a multi-agency pitch.
Parakh Agro manufactures staples including wheat and other flour under the Samrat brand name. An agency statement informed that while the manufacturer is strong in central and western India, it is looking at expanding in the rest of the country.
The company is headquartered in Pune. Grey's Mumbai office will handle the account.
Vineet Singh, VP - client services director, Grey 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 per cent 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."