1949 .OVERVIEW y 1884. S K Burman at Kolkata y 1896 .Automation and upgradation.Dabur Research Foundation set up 1984 .Entered Oral Care & Digestives segment 1979 .Production of Ayurvedic medicines 1930-1940.Launched Dabur Chyawanprash in tin pack 1970 .First production unit established at Garhia y 1919 y y y y y y First R&D unit established Early 1900s .Established by Dr.Dabur completes 100 years .

Dabur aquires Balsara 2007 .Enters foods business with the launch of Real Fruit Juice 2000 .The 1.Celebrating 10 years of Real .Comes out with first public issue 1994 .Dabur record sales of Rs 1163.000 crore mark 2001 .Enters oncology segment 1994 Leadership in health care 1996 .4 Crore 2005 .Launches pharmaceutical medicines 1994 .Super specialty drugs 2002 .OVERVIEW y y y y y y y y y y 1988 .19 crore on a net profit of Rs 64.


while juice y y y y y y segment is Rs 350 crore Annual Growth Rate: 40-50% Major Players: Dabur.ABOUT THE MARKET y Total Size: 182 Million Liters Juice Market.600 crore. Juicewalahas(Unorganized market) . Mother Dairy Driving Forces: product innovation. 19mn packaged. Leh Berry. y The total fruit-based beverages market is close to Rs 1. y fruit drink segment is estimated at Rs 1.250 crore. Pepsi. expanding market and increased consumer preference for healthy foods Current Market: Rs 110-crore "Even when the fruit juice/nectar market is projected to grow at a scorching pace of 40 per cent. a Tetra Pak study has found that a whopping 86 per cent of the fruit juice market is still lying untapped.

which were unhygienic. concentrate fruit nectar have 35% and fruit- based drinks have about 16% pulp content. y Thus 90% of the market is still untapped and there is a huge opportunity for the juice industry to evolve from being seen as a commodity to being seen as a branded segment. y People were more used to drinking juices from local juice shops.ABOUT THE MARKET y Juices have 85% pulp content. y The remaining tenth of the market is addressed by the organised sector through packaged . y About 90% of the fruit juices market in India is unorganised with the dominant supplier being the ubiquitous street-side vendor who sells fresh fruit juices. . Dabur realised this need gap and Dabur India launched Real .

Sales DABUR TROPICANA OTHER . Real Fruit Juices.MARKET SHARE y Dabur s Key Brands. Coolers. Real Activ Fruit & Veg Juices. which has an overall turnover of Rs 225 crore. y Dabur Real contributes Rs 175 crore to the kitty of Dabur Foods. Hommade.

while Tropicana is a distant second with 25 per cent share. young executives. Dabur Real has nearly 57 per cent market share. Real Active juice is targeted towards the young adults between the age of 24 to 35 from Real (65/-) to the appropriate price-points: Healthconscious users up-graded with Activ (78/-). Real Active (without sugar) which was targeted at healthconscious.MARKET SHARE y Real has had a compound annual growth rate (CAGR) of 33 per y y y y y cent. while casual drinkers down-graded with Coolers (50/-)! .

MARKET SHARE y The non-carbonated beverage segment has become one of the fastest growing market. grape. pineapple. mango. y Real contributes as much as 85 per cent to the company's top line. mixed fruit. guava. y The growth seems to be directed more towards healthy y Real fruit juice is a market leader in the packaged fruit juice category y Real was launched in 1996 and the only one that is 100 % preservative free. litchi and cranberry. It will continue to be an area of focus . y 9 juices that comprise orange. tomato.

y Dabur foods bought a beverage-processing unit in Jaipur and says it is currently scouting for another unit in south India y Rs 500 crore by 2010 from its flagship juice brand Real. y packaging and design makeover of its Real Activ brand. y In 2003. y evaluating the jams and jelly market and also cut-fruits and fruit syrup market .GROWTH PROSPECTS y Rs 12-crore ad budget is spent on Real (2/3 of Dabur foods). . vegetable-fruit juice combination. y 'Real' was recognized as the 'Fastest growing brand' for 2001-02 in the first ever beverage industry seminar in India.

y Dabur to launch fruit-based beverages by the end of the year. looking at healthier options.GROWTH PROSPECTS y Demands of the exports to. y "Consumer habits have changed drastically. y The fruit drink market growing at a 20 per cent to 25 per cent rate. y The more expensive juices segment has grown at a 40 per cent rate this year. the markets I n the West Asia and African countries. y Cola sales fell dramatically after the pesticide controversy . consumer segments 40 plus and teenagers.

30 per cent three years back to almost 80 per cent today. y Silliguri plant. 150 tonnes of fruits per day and 192 tonnes of pulp/concentrate. y Home cosumption. . y Focus on innovation and strong growth.GROWTH PROSPECTS y Market worked cause the fact that tetrapaks offered a solution y The proliferation of supermarkets and malls in metros and mini-metros y And then there is the income factor.

Developing Markets Expand business in South East Asia. Similar consumer preferences Promote 100% subsidiaries / Joint ventures to overcome tariff barriers Target Indian Diaspora in the first horizon Large potential markets for Real and Real Activ Set up distribution alliances for entering mainstream fruit juice segments Developed Markets . Middle East and Africa .

y hygienically packaged juice Vs the juicewallah. y More focus on south India for traditional north and west indian drinks. y Innovative product development plan and extensive consumer feedback to maintain the drive. y The fruit+veg combo juice market is a fast growing niche. .FUTURE TRENDS y More than half the population were users of fruit and vegetable juice. with women more likely to drink it than men. y appeal to consumers in terms of lifestyle aspirations and/or health factors.

y Corporate governance. y Constant revamping and new means to attract the niche segment. y Competition rising as more players coming to market. To invest in a new line for tidbits and chunks. religious institutions and schools. . y New profile of on-the-go consumers y Real Active will be made mega brands with different positioning planks.FUTURE TRENDS y Different pack sizes and price points y More emphasis on college canteen. Bpo s and service sector.

y To invest 500 million dollars in India over the next three years to triple revenues in the country with focus on healthy products. print advertising and out-door campaign. besides launch of a website. y a new 360 degree campaign involving a change in packaging style. . television commercial. relaunched as Tropicana Premium Gold as Tropicana 100 per cent Fresh y Doubling the overall share in the fruit juice segment in two years.THE CHALLENGER :TROPICANA y PepsiCo has relaunched the Tropicana brand.

THE CHALLENGER :TROPICANA y New Tropicana would be available in apple. orange and grape varieties with price range of Rs 80 (one litre pack) and Rs 18 (200 ml pack) y Tropicana has tied up with equestrian sports and polo clubs to build bridges with the well-heeled young adults. .000 students from 150 schools in Delhi. y Interactive quiz reaching out to 200.

. It has to be seen how long consumers can sip the same concoctions.But the big issue is that they are all playing with the same fruits.


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