While Australia's number one juice brand, Berri was available in the grey market in metros, it was first introduced through formal channels in the South a few months ago. This week, the brand finally went national with the completion of the North India roll-out.

Berri plans to spend close to five per cent of its annual turnover to promote the foreign product in a competitive Rs 100-crore juice market where existing players have a strong hold. Going by the first year turnover estimates of close to Rs 25 crore, Berri plans to spend in the range of Rs 12-15 lakh in the first year of the launch, on print and TV ads.

Berri currently commands a 50 per cent market share of the A$ 750 million Australian juice market. The launch of Berri's long-life pure juice range in India is through two agents, one in Chandigarh and another in Kochi. Berri range of juices are being imported and marketed by these sole agents in India.

The foray into India is part of the Australian company's international expansion plan to introduce its products across the globe. Berri Juices are already available in 37 countries throughout Asia, South Asia and the Middle East. Berri in India would launch its product in 2-litre and 1-litre PET bottles (Rs 135 and Rs 75 respectively) and a 1-litre combibloc (Rs 65) initially in the retail sector with expansion to the food service and commercial channels planned within the next 12 months.

The launch of juice products in India comes close to the heels of Berri's acquisition of another juice company, National Foods Juice Limited, which will help Berri consolidate and make it a A$ 600 million company.

While Berri's core business is fruit juices and drinks, the company has recently added other products like `Isosports' sport drinks, `Good Life' soy drinks and various specialised carbonated beverages. Other products include apricot nectar, spring water, tomato and vegetable juices.

In the Indian juice market, Berri will be pitted against the existing established players like Dabur's Real, Enkay Foods' Onjus, and Pepsi's Tropicana.