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9, December 2006 Pragati Maidan, New Delhi.
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Coca-Cola India is gearing up to introduce Minute Maid juices in India. With this, the company will directly take on arch rival PepsiCo’s Tropicana and Dabur’s Real. The global brand will be launched with orange juice in time for the summer season. Currently, Dabur’s Real leads the pack in the Rs 350-crore packaged fruit juice market with a marketshare of 57%, while Pepsi’s share stands at 30%. Coca-Cola-owned Minute Maid is the world’s largest fruit juices company. Originally associated with just orange juices, the Minute Maid brand now straddles a range of beverages, including other juices and soft drinks. According to industry analysts, Coke is hitting the health trail after seeing its sales decline in 2006. “Due to the pesticide controversy, cola majors are facing a downtrend in sales. Recognising the growth potential of the fruit juice market in India, Coke has chosen to enter this sector now,” said one analyst. The packaged fruit juice market has registered over 30% growth in 2006. Minute Maid will be initially available only in select metros. The juices will be launched in Tetrapaks at competitive prices. A Coca-Cola spokesperson said: “The plan for Minute Maid’s launch is being worked out.” However, no further details were forthcoming. To sustain its leadership, Dabur Foods is planning to target rural markets this year, according to Amit Burman, MD, Dabur Foods.
Date: 18-Jan-2007
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