Do you know almost 30 crore litres of juice is consumed in Indian markets ?
Every other street has at least one juice vendor, from sugar cane juice to orange.
Approximately 150 crore glasses of juice are sold yearly. That level of demand, juice industry has in India
You all know Dabur Brand, which is one of the popular brands which we consume in our day-to-day life. While walking on the streets abroad, Burman saw and identified a huge problem. Juice is being sold in packets. Why not in India?
India’s juice market is unorganized and locally demanding. The size of the market, which is already demanding and big. How did Burman launch a new juice brand in such circumstances?
* The initial struggles of launching were tough and competitive. They wanted to hide Dabur and introduce a new brand which highlights a real and authentic feel. So they named it ‘Real’ and Dabur was kept small on the juice packet.
* People never believed the packet, which felt artificial. Fruit juice is always fresh and until unless, it is viewed with the eyes. It was not a trusted brand, and it took a lot of time. So they launched tetra package fruit juice, which protects the juice effectively.
* The problem of distribution, as it was not long-lasting and as well as package-based fruit juice was new, and storage facilities were bad.
* Supply chain management, difficult to transport from different places.
* Communication to explain that juice feels great without any artificial flavours or sweeteners.
Marketing Strategies
* Health centric positioning compared with other juices.
* Local Gyms and wellness centers.
* Advertisement with Bollywood actors.
* Unique packaging with different pack sizes
* Quick online presence and delivery
After exploring all the challenges, they made effective strategies, especially for making and packaging. As time passed, it became India’s juice market leader with almost 500 crore brands. They have launched multiple flavours under this label, from orange to mango to mixed fruit. They made the unorganized sector organized with simple market products. Initially, there have been multiple failures, but finally, with wisdom and hard work, they established their trust in the juice industry as the most authentic product.
