Parle Agro

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Cover Story April’09

Beware! Tough Competition Ahead this Summer
500-600 crores, and is growing at strong double digits rate. The fruit drink market, on the other hand, is much larger, at around Rs 1300 cr. Rasna, which is a dominant player in this category, has some smart plans up its sleeve this summer. Rasna is launching Re. 1 pack for rural market and concentrating on fruits market. But it's not only beverages that picked up the benefits of summer. Summer is also the season for the Rs 2000-crores ice cream industry. This season the country's largest brands, Amul and Kwality Wall's, are all geared up for the show. Kwality Wall's has launched two new flavours, Blackforest Flirt and Strawberry Tease Cake under its Cornetto brand and another two flavours, Jelly Burst and Crunchy Choco Dip, under its Paddlepop brand and its competitor Amul is also ready with five new ice cream flavours. Tata Tea launched T!ON and enters into non carbonated drinks market. T!ON is a tea and fruit based cold beverage. This is an experiment Tata Tea is doing to attract the youth. The launch of Grappo Fizz is also announced Parle Agro. Like Appy Fizz, Grappo Fizz is not just about the brand in a bottle, but an entire brand persona woven around it. The bottle in fact communicates directly with consumers introducing Grappo Fizz as Appy Fizz's cousin. The bottle lists down Grappo Fizz's CV in a witty, engaging manner and gives out details about Grappo Fizz. Are they New Taste? Nimbooz was inspired by fresh nimbu paani used to refresh instantly to the Indian people. The ethnical drink nimbu paani market is very large in summer in unorganised sector especially on the streets and railway stations. PepsiCo and Parle Agro want to capture this market during summer in organised sector. This

ight Begins! Yes, summer has arrived and beverages industries are fighting to capture maximum shares in Rs. 7,500 crores domestic beverages markets for their new products. Along with beverages, ice cream industry is also giving tough competition to beverages industry to expand its turnover and take its share from beverages industry. Today, ice cream industry's market share is approximately Rs.2000 crores. Beverages market is divided into many sectors like carbonated, non carbonated, fruit juices and fruit drinks. But, it is largely dominated by the colas. According to meteorological Department, most parts of the country recorded temperature 2-4 °C above normal in the last few months, and in certain places it has exceeded 40 °C in February, weather data showed. We should not forget, February is considered a winter month. The temperature will be above normal this summer which will boost the sales of beverages. Since mid-February and March we have been feeling the heat. This will increase demand for ice-cream and beverages. Every major beverages and ice cream company had introduced new products this year in the market. PepsiCo and Coco Cola have already launched their products in market to capture the market. Dabur too is ready with its packs of fruit juices under its old brand name Real and new one with Activ. Similarly, Hindustan Unilever (HUL) is ready with the Kwality Wall's ice cream range. The infamous brand AMUL's company The Gujarat Cooperative Milk Marketing Federation (GCMMF), which is the market leader in ice-creams category, is counting on the scorching months ahead to unleash its full range of ice creams, milk shakes and ready-to-drink milk products such as lassis. New Launches There seems to be a common strategy in this summer battle. This time, taste seems to be the flavour of the season. Coca-Cola has launched Fanta Apple while PepsiCo is counting on Nimbooz, a lemon juice, along with Nimbooz Parle Agro has also launched the same flavour with brand name LMN. The trend in the beverages segment is slowly moving away from carbonated soft drinks to fruit juices and flavours, according to industry experts. The packaged fruit juice market is today worth...
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