Dabur Foods have been one of the early players in the fruit juice space in the country with the brand Real. On its tenth anniversary, the company has tried to refresh the image of the product with a new logo and packaging design that the company believes gives the brand a modern look for connecting with the consumer in a better manner.
The company claims to have a 56.9 per cent market share in the fruit juice market, followed by Tropicana with 24.5 per cent. Speaking about the growth strategy for Real, Amit Burman, CEO, Dabur Foods, said, “We have continuously been at the tp of the juices market with innovation in our product offerings. Our focus over the next three years is to have a CAGR of 25 per cent thus achieving a turnover of Rs. 500 crore by 2010.”
Commenting on the revamp, Sanjay Sharma GM Sales and Marketing, said, “The new look has a two-fold agenda, i.e. to not only retain the loyalty of our current consumers base but to also attract more consumers.” The packaging has been given a contemporary feel with more prominence being given to the fruit along with retaining the identity of the product. Speaking about the challenges facing the products, Sharma pointed that, “upgrading the consumers from soft drinks to premium fruit juices category itself is a tough task.”
For Real, the company plans to launch variants with the Indian consumer in mind. For its other brands Activ and Coolers, the company has charted respective plans for their continual growth in the market.
For Activ, the company intends to segment and deliver relevant variants to strengthen ‘Health appeal’ to their TG while building on-the-go consumption. As part of this strategy, they had launched the Fruit Soya range recently.
Even for Coolers, the brand will continue to build proposition to ‘own’ the summer season with its cache of drinks with 4 variants like Aampanna and Watermelon Mint.