Indian FMCG firm, Dabur India is redesigning and re-positioning ‘Real’, the 400 crore juice brand in its food portfolio. This is in keeping with the company’s strategy to garner sales of Rs 700 crore from its food division in the next three years.
The company is now focusing to highlight the nutritional aspect of its juices as against the earlier practice of promoting the brand for taste. As part of the exercise, the company has changed the logo and also the packaging of all its Real products.
“Real is a more than Rs 400 crore brand – the market leader in the packaged fruit juices category in the country. Going forward, we expect to see the brand growing with strong double digit figure”, says K K Chutani, Head of Marketing (Foods), Dabur India.
At present, Dabur sells 12 variants under the Real brand that accounts for nearly 80 percent of the total sales of Dabur’s food division, which sells fruit juices under the brands ‘Real’, ‘Activ’, ‘Burst’, apart from ‘Hommade’ cooking paste and others. Going forward, the company plans to introduce more variants.
Posted on: 8.12.2010