Dabur eyes 25% sales growth in juice segment

The company, which has 55% market share in the Rs 1,100-1,200 crore packaged juice segment, would also start selling drinking yogurt soon, says Praveen Jaipuriar.

FMCG major Dabur India today said it expects 20-25% sales growth in the fruit juice segment this year on the back of new premium juices sub brand 'Super Fruits' to be launched in the coming weeks.

"We are the market leader in the packaged juices segment. we would continue to grow. We expect 20-25% growth this year. Super Fruits is premium and healthier juice sub brand that we will launch," Dabur India Ltd's Category Head (Foods) Praveen Jaipuriar told PTI.

He added that the 'Super Fruits' range is in pilot stage at present and the company will roll it out across the country in the coming few weeks.

The company, which has 55% market share in the Rs 1,100-1,200 crore packaged juice segment, would also start selling drinking yogurt soon, Jaipuriar said.

He added that like Super Fruits range, drinking yogurt has also been introduced in select metro cities like Delhi, Mumbai, Pune and Bangalore.

At present, Dabur has three sub brands in the juice segment-- Real, Activ and Burrst.

Jaipuriar said the company is also looking at other opportunities in its packaged food vertical.

"We are looking at various possibilities. We have also launched packaged fresh coconut water in select markets in Chandigarh and Punjab. Depending on consistent sales and success of the product, we may look at expanding sales to other regions," Jaipuriar added.

The company is also expecting 20% growth from its culinary range 'Dabur Hommade'. It includes ginger-garlic paste, tomato puree, coconut milk and capsico.

"Market is very unorganised but it is growing rapidly. We expect this category to grow by 20% this year," Jaipuriar added.

He said culinary range contributes about Rs 40-50 crore in Dabur's total sales.

Dabur may look at revising prices due to dollar appreciation.

"We are monitoring the situation. If rupee slide continues, we will be forced to increase prices, especially in the juice segment as we import fruits," Jaipuriar said.