In the first phase of launch, Aum is targeting the northern and western parts of India through a network of 150 upmarket FMCG outlets. In the next three months, Aum expects a turnover of around Rs 7 crore for juices, Rs 3 crore for biscuits and Rs 2 crore for chocolates. Positioned as a health drink, Zain juices were being test-marketed for the last three months.

``As we expand to the south and east by the end of June, we will increase our imports up to 80-85 containers per month,'' says Ravi Kant, corporate manager, Aum. ``We've already imported 20 containers and in the next couple of months we will cover north and west completely and import 30-35 containers.'' (Each container carries approximately 16,400 litres of juice).

OCIPED will offer biscuits and toffees too, which are currently being test marketed in Delhi, with India-specific packaging at various price points: Rs 8 for 80 gm Marie biscuits packs, Rs 45 for 340 gm Digestive biscuits, and Rs 100 for a 900 gm Milkies toffee pack.

Zain juices include nectars of orange, mango, apple, grapes, banana, pineapple, strawberry, rose and chocolate in 1 litre, 250 ml, 200 ml and 150 ml packs. The 1-litre pack of flagship product, red grapes, is priced at Rs 97 (MRP); orange Rs 80; tomato, apple, mango and grape (Rs 75); and pineapple at Rs 90. Zain's 200 ml pack for apple, mango, orange and pineapple costs Rs 21 while 125 ml pack for orange and mango costs Rs 14.75.

Aum plans to target the institutional segment by June 2000. Presently, it is scouting for strong distributors, with a minimum turnover of Rs 1 crore and experience in FMCG products, to sell Oman brands in other markets. Aum, which closely works with creative agency TBWA Anthem, is also in the process of finalising an ad-agency for the confectionery and juice brands.