New Delhi: Indians are increasingly turning to fruit juices, though it is not clear whether they are doing so at the cost of colas. Dabur plans to stay on top in the juice business, reports CNBC-TV18
Within four years, Dabur wants to make Rs 500 crore in juices, selling them not only to those who are ill, but also to those who want to keep illnesses at bay.
They will binge on a Rs 150 crore of advertising as well, as Dabur persuades consumers to consume not just any juices, but only its brand of juices: Real, Activ and Coolers.
That have either no, or varying quantities of sugar, preservative and fruit pulp. Hospitals, call centres and schools will be the drivers of sales as well as exports to Australia, West Asia, Africa and Europe.
"You will not be seeing much of Dabur on the packs and advertising. In terms of three brands- Real, Activ and Coolers, we are looking to make them mega brands, so that they can stand on their own feet," Chairman, Dabur Foods, Amit Burman says.
Dabur is also investing Rs 100 crore in processing and procurement. There is a heavy budget for Research and Development (R&D) as well. Dabur says that its market share is more than that of Pepsi's Tropicana.
But it cannot sit pretty as Pepsi and Godrej will be launching new products and TV commercials soon.
Pepsi will emphasise its range of flavours other than orange, where Tropicana has scored the most.
Not only will existing juice players need to develop more flavours, they'll also have to work on their display too.
This is an idea from Spain, where fresh juice is sold under the Mr Orange name. It will be expanding its base and entering more cities after Delhi.
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