After capturing almost 58% of market share with the brand “Real”, Dabur Foods has shifted its focus to fruit drinks market.
Mumbai: After capturing almost 58% of market share in the Rs 250 crore market of fruit juice with the brand “Real”, Dabur Foods has shifted its focus to fruit drinks market.
The company is re-launching its brand “Coolers” to capture a larger share of the Rs 1,250 crore market of fruit drinks where it has got an insignificant market share of less than 1%.
“It’s part of our strategy to minimize the performance of the foods division on one single brand “Real”. It is also going to help us in capturing the fruit drinks market that is growing with the rate of over 50%,” said Sanjay Sharma, general manager-sales and marketing, Dabur Foods Limited.
The fruit juice market is currently growing at the rate of 35% and in this segment Dabur’s brand Real is much ahead of its competitors.
Fruit drinks are primarily thirst-quenching products and carry less than 10% of pulp content. In this market Frooti and Mazaa capture the largest market share with respectively around 38% and 35% market share.
The company has made Rs 12 crore investment in setting up a packaging facility at Newai in Rajasthan where the packaging of “Coolers” will be centralised.
“Further to that we are making Rs 4 crore to 5 crore of budget for advertising and brand building exercise. We are also aiming for 5-8% of market share in the fruit drinks market in next three years,” said Sharma.
Coolers was first launched in June 2004. After almost two years of its presence in the market the company is re-launching it with the bringing down the number of its variants from 6 to 4 to create better focus in the market.
The product is available for Rs 12 for the 200ml pack and for Rs for the 1 litre pack.
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