Fruit drink majors thirsty for more this summer

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Mumbai, Mar 20: As PepsiCo India chalks out a fresh game plan to gain a competitive edge in the Rs 1,500 crore fruit-drinks sector, Dabur India is beefing up its distribution network to pump up volumes. On the other hand, Parle Agro is sharpening its focus on marketing initiatives to gain high visibility for ‘Frooti’. Meanwhile, CavinKare and Anchor Health & Beauty Care, new entrants in this sector are investing in brand building plans to create buzz around their new launches.

In essence, Indian and international brands are raising a new fizz in the Indian fruit drinks market this summer.

On the company’s strategy, Amit Burman, vice chairman of Dabur India said: “We are looking at new products to widen our portfolio this summer.

We have integrated the distribution network of Dabur Foods with Dabur India to strengthen our distribution across the country.” Across the road, PepsiCo has just roped in cine star Katrina Kaif to endorse its brand `Slice’ in competitive markets. On Pepsi’s game plan, Punita Lal, executive director (marketing), PepsiCo said:” We will continue to invest significantly in this segment to create offerings on the basis if consumers’ insights.

We launched Tropicana Twister this year with an aim to bridge the gap between health and refreshment.”

According to Lal, consumer consciousness about health and wellness has seen a dramatic increase over the yearsas a result Tropicana’s growth was faster than the category last year.” And this year, we intend to keep the momentum going through exciting launches, educational campaigns & consumer promotions,” she added.

As for Parle Agro’s core strategy, the company is planning to enhance the visibility of Frooti in the Indian retail arena this summer.” We will be launching an innovative media campaign to create a buzz around Frooti in very soon, “said Nadia Chauhan, director (marketing) Parle Agro.

After acquiring `Maa’ a southern fruit drink brand, CavinKare is planning to revamp the packaging and communication strategy of its new brand, informed CK Ranganathan, MD of the company.”