Dabur and Parle Agro gear up to fight multinationals in non-cola sector

Written by Lalitha Srinivasan | Mumbai, Sep 27 | Updated: Sep 28 2007, 05:44am hrs
As cola czars PepsiCo India and Coca-Cola India are sharpening their focus on 'non-cola ' drinks, Indian players Dabur India Ltd and Parle Agro are gearing up to fight multinational competition in the Indian fruit-drinks market. For starters, Dabur India and Parle Agro are extending their distribution network to reach out to a wider target audience. In a bid to take on Coke's new offerings, Dabur and Parle Agro are also beefing up their communication strategy to woo consumers. In essence, Indian brands are raising a new fizz among non-colas in the country. Meanwhile, Coca-Cola India is gearing up to extend its product portfolio after introducing 'Minute Maid' in select metros. The Rs 1,500-crore fruit-drinks sector will soon witness a major tussle between indigenous and MNC players, predict industry analysts.

On the companys strategy, Amit Burman , vice chairman of Dabur India Ltd, said, We are investing more in advertising to promote our new launch Twist. In fact, we have allocated 30% of our sales revenues for Twists ad budget. We are now increasing our distribution network to target more rural towns. Incidentally, Cokes new offering Minute Maid directly competes with Daburs Twist.

To sustain its leading edge, Parle Agro is sharpening its focus on marketing initiatives and distribution strategy, according to Nadia Chauhan, director, Parle Agro. To connect with existing and new consumers, we are looking at innovative marketing initiatives. We are looking at a judicious mix of mass media ads and below-the-line activities, she added. Across the road, Coca-Cola is painting the town orange with its outdoor media campaign to promote Minute Maid.