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B Natural enters 1-litre pack race; Targets Rs 10 cr revenues in first year of operations

B Natural enters 1-litre pack race; Targets Rs 10 cr revenues in first year of operations

Author | exchange4media Chennai Bureau | Saturday, Oct 08,2005 7:48 AM

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B Natural enters 1-litre pack race; Targets Rs 10 cr revenues in first year of operations

Balan Natural Foods (P) Ltd., a Bangalore-based fruit, vegetable and dairy health drinks company, has announced the launch of 1-litre packs of its B Natural range of fruit drinks. Expanding from the 200 ml tetra packs that it offered, the company which owns brands such as Miruna Yo, B Natural and V3, is now looking at a total revenue of Rs 10 crore by March 31, and is looking to double this figure y-o-y for the next five years.

Speaking to reporters, A Nandaa Kumar, CMD, Balan Natural Foods, said, “We foresee a big growth in the natural foods sector in India. Abroad, too, across developed countries, people are developing a taste for such products. The response to our no-fat yogurt drink in the Indian (and foreign) markets has been tremendous, and we are in the process of rolling out several more products in the next three to four months.”

Some of the new products will target health conscious adults and diabetic segments. Trials are on for products like pomegranate juice and snake-fruit juice. Kumar indicated that more launches in the vegetable juice segment would happen by September 2006. The company brings out V3, and V5 is expected to follow suit.

Responding to a query on the timing of the launch not being pre-summer, Kumar said, “Nowadays, juice drinking in India is not a summer habit. The growth of the fresh juice segment is at 40 per cent annually. And the 1-litre packs that we have launched are three to four times more in terms of volumes than the 200 ml packs. Juice consumption has not only become a home-habit, but also defies season now.”

The company exports the B Natural range from Vietnam to several foreign markets, including some in Africa and East Europe, and expects 10 per cent of its revenues to come from the export business.

An advertising campaign during the launch hasn’t been followed up as yet with another campaign, but Balan Foods intends to drive home the brand messages through a series of on-ground activities. The company’s brands, now launched in 1-litre packs at Rs 60 per litre, and Rs 65, are a few rupees cheaper than those offered by the competition, and closer to the natural taste of the ingredients, it claims.

It hopes to move closer to a larger base of consumers through its expanding team of sales, which is 60-strong currently. Kumar added, “In the Indian market, no segment is small enough to be ignored. We are targeting institutions with the same focus as homes. But we plan to grow slowly and steadily.”

The 1-litre packaging, which is currently done in Vietnam, will shift to Chennai by January 2006.

Tags: e4m

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