Dabur eyes 5% share in fruit drink mkt

FMCG major Dabur, which recently launched it fruit drink 'Real Burrst', is eyeing a 5 per cent market share in this segment in the next three years.

"Our plan is to consolidate our position in the fruit juice market besides expanding into fruit drink segment, which we have just entered into (with) Real Burrst," Dabur's Foods Division Marketing Head K K Chutani said.

The fruit drink market is estimated to be about Rs 1,100-1,300 crore in size and is growing at 30 per cent per annum, he said while adding, "Its this market that we have entered with Real Burrst, and we are looking at capturing a near 5 per cent share of this pie in the next three years."

The company operates in two segments fruit juice and fruit drink in the category under 'Real Activ', 'Real' and Real Burrst brands respectively.

"Three brands 'Real Activ', Real and Real Burrst have been positioned on the health, nutrition and refreshment platforms respectively," he added.

The company has launched two more flavours blackcurrant and peach under its flagship brand Real  and with the launch of these two variants, Dabur has now 14 variants, the company said in a statement.

Food busines of the company contributes around 13 per cent of the total domestic sales of the company.