Taking a big sip

ZOOMING IN

Does Godrej Foods have the juice for a comeback? It was edged into the corner of the fruit drinks markets by rivals like Frooti, Tropicana and Dabur's Real.

Now it's determined to make a splash and has re-launched its fruit nectar drink Xs in new flavours and a bigger one litre pack.

The market for fruit drinks "" nectars, juices and drinks "" together is estimated to be worth about Rs 400 crore and growing at a scorching 30 per cent to 35 per cent annually. Xs was launched in 1998 in 250 ml packs and came in three flavours "" mango, guava and litchi.

"Earlier we didn't have the capabilities to provide the one litre pack and we have seen the market grow very well, which is why we have now launched it," says M Y Varma, executive vice president, sales and marketing, Godrej Foods.

The company has also, for the first time, entered the juice segment with two flavours, orange and pineapple (juices have a pulp content of above 80 per cent and nectars have a pulp content of between 30 per cent and 80 per cent).

Godrej is also pricing its new products competitively against its rivals. The 1 litre orange juice pack is available for Rs 70 while Tropicana's equivalent offering comes at Rs 73. Currently it is available in all metros except Chennai, where it will be launched shortly.

Godrej Foods also has a fruit drink (pulp content lower than 20 per cent) brand "" Jumpin, which is positioned as a fun drink for children while Xs, says Varma, is for the health-conscious adult. This is the second time that Xs has been re-launched.

In its earlier form, it was perceived to be aimed at children since straws had to be used to drink it. That's why Godrej re-launched the 250 ml packs with pull back tabs to support its positioning as a drink for a teenage and young adults.

It remains to be seen whether Godrej can regain lost ground considering that Tropicana and Real have already taken a big swig of the market.

Customer friendly?

Here's one to stretch your imagination: imagine walking into the State Bank of India (SBI) and being met by a Grahak Dost (customer's friend) who inquires whether you need any help. Improbable it might sound, but the SBI says it has already introduced relationhip managers in about 25 per cent of its 9,000 branches.

Says a senior SBI official, "It is high time our staff understood that they need to respond and understand the customer's mood, expectations and requirements. No customer should leave the branch without questions answered."

What exactly will these managers do? They will be stationed in the lobbies of the personal banking branches to help customers who might have questions regarding the usage of the ATM, form filling, account details and banking products.

Officials say the service has been introduced because customers shy away from asking questions fearing rude replies "" or, none at all.

"There is sometimes a tendency to ignore customer queries especially if there is a long line, so this will change that, " says a senior SBI official. Initially, the project was aimed at helping with the ATMs but now it has been extended to other functions of the branch.

"There maybe a lot of products and new technology initiatives that the bank may be undertaking that the customer is not aware of, the relationship manager will introduce these to the waiting customer," says the official.

For instance, since SBI now sells insurance products from branches as well, managers speak to customers about the range of options available.

"The queries can be product related or may just be routine questions about cheque books or directing the customer to the right counter," he says.

The idea, is to capture customers and service them with a range of products thereby garnering additional business per branch. Not to mention keeping the customer happy.

But banking sources say that the measure has also been undertaken to accommodate the clerical level of people who might have become redundant after the introduction of technology.

Big screen extravaganza

You've put in deep-cushioned seats and made sure that the surroundsound is the best quality available in the world. Now, what's left for an encore and how can you make a movie theatre even smarter than before? Entertainment and multiplex czar Ajay Bijli believes he has the answer.

Already Bijli has attracted audiences to his Rs 200-a-ticket Europa Lounge in Gurgaon. Now the industry is abuzz about his even fancier expansion plans in Bangalore. Bijli may launch a 'Gold Card' lounge to the theatre that he's developing in the garden city. What will that involve?

Well, for starters, there may even be couch-type recliners that will enable viewers to lie back and watch movies. Accompanying the cinema experience will be a posh dining experience with an exclusive dining table thrown in for people who've bought the full packet.

The snacks on offer will be tailored to suit Bangalorean palates and the chicken tikka will be de-Punjabised "" if that's possible. The price is still being decided. But around Rs 500 a ticket will hardly be too much for an all-in-one experience.