m
 


§ 1884- Established by Dr. S K Burman at Kolkata

§ 1896 - First production unit established at Garhia
§ 1919 Ȃ First R&D unit established
§ Early 1900s - Production of Ayurvedic medicines
§ 1930-1940- Automation and upgradation.
§ 1949 - Launched Dabur Chyawanprash in tin pack
§ 1970 - Entered Oral Care & Digestives segment
§ 1979 - Dabur Research Foundation set up
§ 1984 - Dabur completes 100 years
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§ 1988 - Launches pharmaceutical medicines
§ 1994 - Comes out with first public issue
§ 1994 - Enters oncology segment
§ 1994 Ȃ Leadership in health care
§ 1996 - Enters foods business with the launch of Real Fruit
Juice
§ 2000 - The 1,000 crore mark
§ 2001 - Super specialty drugs
§ 2002 - Dabur record sales of Rs 1163.19 crore on a net profit
of Rs 64.4 Crore
§ 2005 - Dabur aquires Balsara
§ 2007 - Celebrating 10 years of Real

  

 






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§ Total Size: 182 Million Liters Juice Market, 19mn packaged.
§ The total fruit-based beverages market is close to Rs 1,600 crore.
§ fruit drink segment is estimated at Rs 1,250 crore, while juice
segment is Rs 350 crore
§ Annual Growth Rate: 40-50%
§ Major Players: Dabur, Pepsi, Leh Berry, Mother Dairy
§ Driving Forces: product innovation, expanding market and
increased consumer preference for healthy foods
§ Current Market: Rs 110-crore
§ "Even when the fruit juice/nectar market is projected to grow at a
scorching pace of 40 per cent, a Tetra Pak study has found that a
whopping 86 per cent of the fruit juice market is still lying
untapped.Dz
§ Juicewalahas(Unorganized market)
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§ Juices have 85% pulp content, concentrate fruit nectar have 35% and fruit-
based drinks have about 16% pulp content.

§ About 90% of the fruit juices market in India is unorganised with the dominant
supplier being the ubiquitous street-side vendor who sells fresh fruit juices.

§ People were more used to drinking juices from local juice shops, which were
unhygienic. Dabur realised this need gap and Dabur India launched Real .

§ The remaining tenth of the market is addressed by the organised sector

through packaged .

§ Thus 90% of the market is still untapped and there is a huge opportunity for
the juice industry to evolve from being seen as a commodity to being seen as a
branded segment.
 


§ Daburǯs Key Brands, Real Fruit Juices, Real Activ Fruit
& Veg Juices, Coolers, Hommade.
§ Dabur Real contributes Rs 175 crore to the kitty of
Dabur Foods, which has an overall turnover of Rs 225
crore. Sales

DABUR
TROPICANA
OTHER
 


§ Real has had a compound annual growth rate (CAGR) of 33 per
cent.
§ Dabur Real has nearly 57 per cent market share.
§ while Tropicana is a distant second with 25 per cent share.
§ Real Active (without sugar) which was targeted at health-
conscious, young executives.
§ Real Active juice is targeted towards the young adults between
the age of 24 to 35
§ from Real (65/-) to the appropriate ’
’
: Health-
conscious users up-graded with Activ (78/-), while casual
drinkers down-graded with Coolers (50/-)!
 


§ The non-carbonated beverage segment has become one of
the fastest growing market.
§ The growth seems to be directed more towards healthy
§ Real fruit juice is a market leader in the packaged fruit juice
category
§ Real was launched in 1996 and the only one that is 100 %
preservative free.
§ 9 juices that comprise orange, mango, pineapple, mixed
fruit, grape, guava, tomato, litchi and cranberry.
§ Real contributes as much as %
’
 to the company's
top line. It will continue to be an area of focus
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§ Rs 12-crore ad budget is spent on Real (2/3 of Dabur foods).
§ 'Real' was recognized as the 'Fastest growing brand' for
2001-02 in the first ever beverage industry seminar in India.
§ In 2003, a 
 







§ Dabur foods bought a beverage-processing unit in Jaipur
and says it is currently scouting for another unit in south
India
§ Rs 500 crore by 2010 from its flagship juice brand Real.
§ evaluating the jams and jelly market and also cut-fruits and
fruit syrup market .
§ packaging and design makeover of its Real Activ brand.
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§ Demands of the exports to, the markets I n the West Asia
and African countries.
§ Dabur to launch fruit-based beverages by the end of the
year, consumer segments Ȃ 40 plus and teenagers.
§ "Consumer habits have changed drastically, looking at
healthier options.
§ The fruit drink 

growing at a 20 per cent to 25 per
cent rate.
§ The more expensive juices segment has grown at a 40 per
cent rate this year.
§ Cola sales fell dramatically after the pesticide controversy
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§ Market worked cause the fact that tetrapaks offered a
solution
§ The proliferation of supermarkets and malls in metros and
mini-metros
§ And then there is the income factor.
§ Focus on innovation and strong growth.
§ Silliguri plant, 150 tonnes of fruits per day and 192 tonnes of
pulp/concentrate.
§ Home cosumption, 30 per cent three years back to almost
80 per cent today.
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§ More than half the population were users of fruit and
vegetable juice, with women more likely to drink it than
men.
§ appeal to consumers in terms of lifestyle aspirations and/or
health factors.
§ The fruit+veg combo juice market is a fast growing niche.
§ hygienically packaged juice Vs the juicewallah.
§ More focus on south India for traditional north and west
indian drinks.
§ Innovative product development plan and extensive
consumer feedback to maintain the drive.
 { 
 

§ Different pack sizes and price points
§ More emphasis on college canteen, Bpoǯs and service
sector, religious institutions and schools.
§ Competition rising as more players coming to market.
§ Constant revamping and new means to attract the niche
segment.
§ New profile of Ǯon-the-goǯ consumers
§ ǮReal Activeǯ will be made mega brands with different
positioning planks. To invest in a new line for tidbits and
chunks.
§ Corporate governance.
 


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§ PepsiCo has relaunched the Tropicana brand, relaunched
as Tropicana Premium Gold as Tropicana 100 per cent
Fresh
§ Doubling the overall share in the fruit juice segment in two
years.
§ To invest 500 million dollars in India over the next three
years to triple revenues in the country with focus on
healthy products.
§ a new 360 degree campaign involving a change in
packaging style, besides launch of a website, television
commercial, print advertising and out-door campaign.
 


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§ New Tropicana would be available in apple, orange and
grape varieties with price range of Rs 80 (one litre
pack) and Rs 18 (200 ml pack)
§ Tropicana has tied up with equestrian sports and polo
clubs to build bridges with the well-heeled young
adults.
§ Interactive quiz reaching out to 200,000 students from
150 schools in Delhi.
Ã