Tastes 'real' success

It is always very heartening when a thoroughbred desi company trounces MNCs. Nirma is dear to all because it gave mighty Surf of HLL a run for its money. And now, it is the turn of Dabur. Its fruit juices, branded a ‘Real’ has beaten to pulp Pepsi's Tropicana and Coke's Minute Maid, thus taking a lead in packaged juice market.

The juices category is different from the ready-to-drink segment, which has brands like Frooti, Slice and Maaza. Here the juices are 100% ‘real’ and no preservatives are added. The company launched these juices when the Indian middle class was getting bloated with happiness over fizzy drinks like Pepsi and Coca Cola. But as awareness grew and money in the pockets grew, people seem to have shifted their focus from aerated waters to healthier juices. And for Dabur, the gamble of 15 years is paying off, with this sector becoming the second biggest contributor after its Dabur Amla Hair Oil.

The company has grown till here with sheer hard work. Innovating on packaging, using tetra packs which can store for over 8 months and then introducing in 1 litre packs, the company first started pushing the products through bakeries and chemists. But after the advent of malls, it has been good going for the company. After capturing the metro’s, it is now eyeing Tier II and III cities, where all FMCGs are headed.