Amul is all set to enter the Rs 1,100 crore Indian packaged juices market, sources close to the development told CNBC-TV18, adding that the company will launch its fruit juices under the brand ‘Tru’ by the end of February.
The product is likely to be in four flavours – Mango, Orange, Litchi and Apple, the sources said, adding that the company is pricing the beverage at par with rivals at a price point of Rs 10.
The development comes at a time when companies like Dabur, ITC and PepsiCo are scaling up presence in the category by launching new variants and even juices with fizz. Dabur’s Real juice is the market leader, followed by PepsiCo’s Tropicana and ITC’s B Natural, according to Euromonitor International.
According to the data from the Kantar Worldpanel, market penetration of Real fruit juice, Tropicana and B Natural stood at 2.6 percent, 1.1 percent and 0.4 percent, respectively in the January to December 2018 period.
The overall penetration of the nectars and juices stand at 4.5 percent.
Interestingly, the household growth or purchases for in-home consumption for Real fruit juice stood at 11 percent for 2018 vs 2017. While the household growth for Tropicana and B Natural stood at 17 percent and 53 percent, respectively for the same period.
Amul plans to position this drink as a “fruit nutrition” beverage and has plans to launch 200ml PET bottles in the first phase, said the sources, adding the dairy major could launch tetra paks in the second phase of the rollout.
These juices are likely to be manufactured in Amul’s Godhra and Gandhinagar facilities. So far, Amul has manufactured only milk-based beverages like Amul Kool, Amul Kool flavoured milk, Smoothies, etc.
Source: CNBC-TV18
