Seeking to tap into the highly lucrative refreshments market dominated by cola majors, Dabur India Ltd, the fast moving consumer goods major, on Friday launched a new range of fruit-flavoured beverages. Under its flagship fruit juice brand 'Real', it has launched 'Real Burrst', which will be available in four flavours - mixed fruit, 'crispy' apple, orange and mango.
Dabur's new non-fizzy drink will take on Maaza and Frooti, which dominate the fruit-flavoured beverages market. Dabur's Real Activ brands enjoy over 50 per cent market share in the packaged fruit juice segment, but it does not have a presence in the plain beverage segment.
Krishan K Chutani, general manager (marketing) at Dabur, said: "We are targeting a 4-5 per cent share of the refreshments market in the next 2-3 years. I don't think the fruit-based drinks would cannibalise our juices business as our studies suggest the consumers are different."
Dabur's study found that consumers are shifting from aerated to fruit-based drinks. The beverages segments contributed about Rs300 crore to Dabur's sales. The company is looking to launch two more flavours this year.
Real Burrst will come in 200 ml and one litre packs priced at and Rs15 and Rs65 respectively. ''Initially, the product will be available in big retails chains in cities, but it will soon available across India,'' Chutani said.
''The fruit beverages market in India now stands at Rs1,100 crore and is growing at 30 per cent annually. Through Real Burrst we are looking at establishing a market share of 4-5 per cent in next 2-3 years,'' he added.