The company, which will complete three years of operations this fiscal, also expects to post first-ever profits in the year 2000-01, mainly on the high-volume growth of Real. "We expect to make profits for the first time this year, mainly due to good sales of Real," CEO of Dabur Foods, Amit Burman said while announcing the relaunch of Real brand.

According to Mr Burman, majority of the ground work needed for the launch of new products had already been completed. Burman, however, refused to elaborate.

The company has invested Rs 10 crore on the new plant and machinery to improve the packaging. It also plans to export Real next year to South East Asia, Bangladesh and Sri Lanka.

Price-wise
Mr Burman said that the company is still relooking at its pricing strategy for its large-sized one litre pack, and may slash it further.``We did not expect that the government will actually slash excise to zero and the price formula had been worked out prior to the Budget. But now, I think we will have to rework our pricing,'' Burman said.

Post-Budget, the company has taken a price cut in its 200 ml packs across all flavours. While the orange and pineapple juice packs cost Rs 2 less at Rs 13, the mango variant costs Rs 10, he said.

Unsavoury pastes
Meanwhile, the company is going slow on its cooking pastes available under its Hommade brand. ``The cooking pastes category is not growing so we are still taking that slow,'' Mr Burman said. Among its several flavours launched, the company has withdrawn its chilli flavours and has relaunched the existing three flavours in new improved packaging.

At the same time, it's test-marketing other Indian ethnic food products such as papads and coconut pastes in the South and plans to launch pickles, as well. Based on the response to the test launch of its papads - launched in four flavours - Dabur Foods plans to take them national.