This summer, Dabur is all set to challenge the might of beverage majors PepsiCo and Coca-Cola. The homegrown FMCG major, which has a bevy of juices under the Real brand, has forayed into the flavoured fruit beverage category with Real Burrst. A bold move, because Dabur’s brand promise is a fully natural experience.
The new drink, while matching the rivals on price, seeks to differentiate itself from the two established players by being non-carbonated. Having launched the beverage in four key flavours — Mixed Fruit, Crispy Apple, Orange Bytez & Mango Mania —, Dabur will operate against brands such as Coca-Cola’s Maaza and Fanta Apple, Pepsi’s Slice, Parle Agro’s Frooti and Appy Fizz.
The juice and flavoured juice drinks market is pegged at Rs 1,500 crore per annum. Though the market for carbonated drinks is several times larger than fruit drinks, industry experts believe the higher profitability of the latter might be the reason Dabur entered the segment.
Real Burrst is targeted at consumers in Indian cities. All four variants will be available in one litre and 200 ml packs priced at Rs 65 and Rs 15, respectively. Dabur’s juices today operate in the Rs 75-85 a litre price bracket, while other non-fizz beverages are available for Rs 45-50 a litre.
K K Chutani, the marketing head for the foods division of Dabur, says the fruit beverages market is growing at 30 per cent a year and the company is aiming four or five per cent market share in next two or three years.
