July 7, 2018
Dabur India Ltd has decided to add ethnic flavours such as Masala Guava, Masala Pomegranate and Alphonso Mango to Réal – currently the country’s largest juice brand. Dabur sells fruit juices and nectars under Réal brand.
Réal ethnic range will be available in 1-litre Tetra Pak format. The Masala Guava will be priced Rs. 99 and the other two ethnic drinks Masala Pomegranate and Alphanso Mango will be priced Rs. 109.
“India has a rich history of traditional and ethnic beverages. We are bringing the same taste in an attractive, ready-to-use format under the brand Réal. The range is made of fruits, which Indian consumers love and have grown up relishing with the added dash of masala,” said Mayank Kumar, maketing head (foods), Dabur India.
Interestingly, this is not Dabur’s first foray into ethnic flavours. It has earlier tried to make inroads into this segment with the launch of Hajmola Yoodley in July 2015.
Coca-Cola’s rival PepsiCo India Holdings Pvt Ltd, also announced earlier that the fizzy version of its juice brand Slice will come in ethnic flavours like jeera and guava chili, besides mainstream flavours like apple, lemon, orange and clear lime.
With growing popularity of Paper Boat, the packaged ethnic flavoured drinks brand from start-up Hector Beverages Pvt Ltd, is driving the big firms to enter the segment, despite ethnic flavoured beverages still being a small fraction of the country’s estimated Rs. 2,000 crore packaged juice market.