OVERVIEW1884- Established by Dr. S K Burman at

Kolkata1896 - First production unit established at

Garhia1919 – First R&D unit establishedEarly 1900s - Production of Ayurvedic

medicines1930-1940- Automation and upgradation.1949 - Launched Dabur Chyawanprash in tin

pack 1970 - Entered Oral Care & Digestives

segment1979 - Dabur Research Foundation set up1984 - Dabur completes 100 years

OVERVIEW1988 - Launches pharmaceutical medicines1994 - Comes out with first public issue1994 - Enters oncology segment1994 – Leadership in health care1996 - Enters foods business with the launch of Real

Fruit Juice2000 - The 1,000 crore mark2001 - Super specialty drugs2002 - Dabur record sales of Rs 1163.19 crore on a net

profit of Rs 64.4 Crore2005 - Dabur aquires Balsara2007 - Celebrating 10 years of Real

REAL ACTIV JUICES AND JUICE-VEGETABLES

ABOUT THE MARKET 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 croreAnnual Growth Rate: 40-50%Major Players: Dabur, Pepsi, Leh Berry, Mother DairyDriving Forces: product innovation, expanding market and

increased consumer preference for healthy foodsCurrent 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.“

Juicewalahas(Unorganized market)

ABOUT THE MARKET 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.

MARKET SHAREDabur’s 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

DABURTROP-ICANAOTHER

MARKET SHAREReal 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 35from Real (65/-) to the appropriate price-points: Health-

conscious users up-graded with Activ (78/-), while casual drinkers down-graded with Coolers (50/-)!

MARKET SHAREThe non-carbonated beverage segment has become one of

the fastest growing market.The growth seems to be directed more towards healthyReal fruit juice is a market leader in the packaged fruit

juice categoryReal 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 85 per cent to the company's

top line. It will continue to be an area of focus

GROWTH PROSPECTSRs 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, vegetable-fruit juice combination.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.

GROWTH PROSPECTSDemands 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 – 40 plus and teenagers."Consumer habits have changed drastically, looking at

healthier options.The fruit drink market 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

GROWTH PROSPECTSMarket worked cause the fact that tetrapaks

offered a solutionThe proliferation of supermarkets and malls in

metros and mini-metrosAnd 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.

Developing

Markets

Developed Markets

Expand business in South East Asia, Middle East and Africa .Similar consumer preferences Promote 100% subsidiaries / Joint ventures to overcome tariff barriersTarget Indian Diaspora in the first horizonLarge potential markets for Real and Real Activ Set up distribution alliances for entering mainstream fruit juice segments

FUTURE TRENDS 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.

FUTURE TRENDSDifferent pack sizes and price pointsMore emphasis on college canteen, Bpo’s 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 ‘on-the-go’ consumers‘Real Active’ will be made mega brands with different

positioning planks. To invest in a new line for tidbits and chunks.

Corporate governance.

THE CHALLENGER :TROPICANAPepsiCo 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.     

THE CHALLENGER :TROPICANANew 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.

But the big issue is that they are all playing with the same fruits. It has to be seen how long consumers can sip the same concoctions.

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