Mother Dairy to retail fruit juice

Delhi's Mother Dairy is all set to enter the packaged fruit juices market with the launch of four different juices in tetra packs under its flagship brand of "Safal".

The new products will be introduced in the Delhi market on Tuesday and in other towns subsequently.

Safal is an established brand in the fresh, frozen fruits and vegetables market, having been introduced about 20 years ago. The fruit juices will be marketed by the Mother Dairy India Ltd (MDIL), a subsidiary of the Mother Dairy.

The four juices to be launched are orange, mixed fruit, orange-apple and grape. The 1 kg tetra pack of these juices will be priced between Rs 60 and Rs 70 for different fruits. Orange and mixed fruit juices will also be marketed in 200 ml packs.

MDIL chief executive Paul Thachil said the horticultural products being marketed under the Safal brand had a turnover of Rs 140 crore. In the frozen peas segment, Safal was the market leader with a market share of 60 per cent, he added.

The packaged fruit juice market in the country is estimated at Rs 110 crore and it is growing at a rate of 20-25 per cent a year. At present, Tropicana and Real are the largest players in this market.

"For Safal, having expertise in producing and marketing horticultural products in the domestic and international markets, juices are a logical extension of the portfolio. With the launch of fruit juices, our intention is to expand the juice market further by providing a great tasting product to the consumer at the right value," he said.

He said orange-apple juice was unique in character and had been developed after intensive research and trials at the consumer level. Subsequently, juices of fruits like mango, litchi, guava and others might also be launched.

The juices were being presented as energy foods, Thachil said.

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For healthy turnover

• The new products will be introduced in the Delhi market on Tuesday
• The Rs 110 crore packaged fruit juice market is growing at 20-25% a year