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Dabur India to foray apple soft drink market |
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Dabur India is planning to foray into the apple soft drink market soon, taking the fizz out of Coca-Cola`s Fanta Apple and Parle Agro`s Appy.
The new drink would seek to differentiate itself from the two established players by being non-fizzy. The new launch was part of Dabur`s big plan to enter the non-cola soft drink market, which is reporting a year-on-year growth close to 30%. Dispatches of the new drink have commenced and it would be available on retail shelves and chillers across the country from early next month, according to a report in Business Standard.
Dabur has aggressively established a portfolio in the packaged fruit juice market both sweetened and unsweetened - and controls around 52% of this pie. However, plain beverage has been an area where the company has been unable to make inroads. With this new launch, sources said, the company was hoping to address this big gap in its portfolio and also enter the low-priced beverage market.
Dabur`s juices today operate in the Rs 75-85 a litre price bracket, while other non-fizzy beverages are available for Rs 45-50 a litre. The new launch is expected to give the company an entry into this price brand.
The non-carbonated beverage segment is growing at almost double the rate of the carbonated one in the Rs 7,000 crore domestic beverage industries. The juice and juice-drinks market is pegged yearly at Rs 1,500 crore or 500 million cases by volume. Though the market for carbonated drinks is 10 times larger than fruit drinks, sources said the higher profitability of the latter might be a big pull factor for Dabur to enter here.
(Posted on : 28/04/2009)
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| Dabur India to foray apple soft drink market |
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