ACKNOWLEDGEMENT

We express our sincere gratitude to our madam Mrs. Kavita Shetty for providing us this
instresting topic and smudging some important keys in developing the presentation.
Thank you madam!
 REAL FRIUT JUICES

Real fruit juices launched in February 1997 is owned by Dabur foods a 100% subsidiary of US
$ 3 billion Dabur Group. Dabur India Limited (DIL) is the third largest FMCG Company
operating in India with a turnover of more than Rs. 2,233 crores. Real contributes nearly 70 per
cent of the company's turnover. Dabur's Real brand of fruit juices are market leaders in the Rs
350 crore Fruit Juices + Nectar market. The brand has a whopping 85% share. Dabur foods
realized the potential of the processed & packaged food industry (4th largest in the world). It
established brands in a market where the barrier to accept packaged food is high, and the
fledging processed food industry was in a nascent stage in India. Today, Dabur Foods has kept
its promise not only to the Indian consumers but to the world by providing them the very best
products in packaged food class. . Dabur Foods also launched preservative-free fruit juice a
sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific
market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit
juice industry.

Dabur Foods has now turned into a leading food marketing company that along with product
also provides a range of services to its consumers:

Providing choice: A range of leading brands to choose from – Real Fruit Juice, Coolers,
Hommade, Lemoneez and Capsico.

Providingservices:
The dedicated food services division that partners various institutions and develops customized
products to serve the needs of these institutions.

Redefiningexports:
A unique exporter who develops market across the world benefiting them with the authentic
taste of traditional Indian juices and paste.

Dabur Foods is the only juice company in India and among the top 5 companies in the world
to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for
packaging. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS
(Societe Generale de Surveillance) certifications for high safety standards used in packaging
that conform to the stringent HACCP and GMP standards. The brand has also won the award
for 'Highest sales growth achieved by a brand' in the non-dairy category.

DABUR

Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic
medicines to treat diseases like malaria, plague and cholera that had no cure during that period.
It was his dedication, commitment and empathy that made Dabur a renowned name among the
masses. And today, after more than 120 years, Dabur is known for its trustworthiness more
than anything else.
MISSION - “To be the leader in the Natural Foods & Beverages Industry.”
Striving to deliver this by: Consistently delighting the consumer through quality products.
Being the company of choice for business partners. Delivering higher returns to stakeholders.

Dabur further divided its business into three separate groups:

• Health Care Products Division

• Family Products Division
• Dabur Ayurvedic Specialties Limited

Dabur India Ltd. made its beginnings with a small pharmacy, but has continued to learn and
grow to a commanding status in the industry. The Company has gone a long way in
popularising and making easily available a whole range of products based on the traditional
science of Ayurveda. And it has set very high standards in developing products and processes
that meet stringent quality norms. As it grows even further, Dabur will continue to mark up on
major milestones along the way, setting the road for others to follow.
Given below is the product portfolio of Dabur:

Product Products
Category
Hairoil Vatika, Amla, Sarso
(Anmol coconut)
Shampoo Vatika heena conditioning, root-
strengthening
Anmol-natural shine, silky
Baby & Skin Vatika fairness, Gulabari, Vatika
Care fairness face pack
Janmaghutti, Olive oil, Gripewater,
Dabur lal tel
Digestive Hajmola range, Hingoli, Pudin hara
Health Chyawanprash, chyawanshakti, Dabur
Supplements Honey, Glucose
Oral Care Babool (rural market), Meswak (unani
method), promise, Lal paste, Binaca,
Promise
Home Care Odomos, Odonil, Odopic, Sanifresh

Health Care Real, Real Activ,

Given Below is a Segment Wise Competitor list:

Category Dabur’s Main Competitors

Share
Fruit Juice 58% Real and Tropicanna
Active
Fruit Drinks 1% Coolers Frooti And Maaza
(coolers)
Hair oil Coconut 6.4% Vatika HLL
base
Shampoo Vatika 7.1% HLL and P&G
Hair care (overall) 27% HLL, P&G and
Himalaya
Chyawanprash 64% Himani, Zhandu and
Himalaya
Honey 40% Himani, Hamdard and
local Players
Digestives Paras and local players
REAL

Real Juices are brought to you in a Tetra pack with a double seal spill proof cap which retains
the freshness of the juice. The special technology used in the packaging keeps the juice fresher
for a longer period of time with no added preservatives. On opening, the pack has to be
refrigerated and consumed within 5 days. Real is a natural fruit juice with no added
preservatives, no artificial flavours or colours. Depending on the fruit flavour, it is reinforced
with additional minerals and vitamins that add extra energy. There is also a dash of added
sugar for better taste, just like we add sugar to a fresh fruit juice made at home. The nutritional
value varies depending on the fruit flavour. Check the Real site for the nutritional facts of each
Real flavour. Having at least 5 portions of fruits or fruit juices give a natural and healthy
source of essential nutrients. Natural fruit juices not only provide nutrition, they are also a good
way of fluid intake, which is essential for maintaining good health. Fruit juices are better than
aerated drinks, which have no nutritional value. Real Juices are brought to you in hygienic
packaging with added nutrients. They are processed and packed in state-of-the-art plants,
absolutely untouched by hands to maintain hygiene and quality. They have the goodness of
juice from a freshly plucked fruit. Real juices bring the true taste of fruits you & your whole
family can enjoy all year long, without waiting for the right season for fresh fruits.

Dabur Foods also unveiled its new look Real Juices as part of its 10th year celebrations of the
brand and the food business that was flagged off in February 1997. The company currently
sells 12 flavours under its Real brand that includes the recent inclusion of its mausambi and
pomegranate variants
The Flavours of real juices:
PRICE : 1Litre Pack : Rs.75 200 ml Pack : Rs.15

Real Orange Juice -

Suggested Usage of Orange Juice - Can be used in making: Mocktails, Cocktails, Slushes,
Shakes, Puddings.
Nutritional Facts per 100ml –
Energy ; 56Kcal Vitamin C : 12.5mg
Protein : NMT 1g Vitamin A : 500mg
Fat : Negligible Vitamin B1 : 50mg
Carbohydrates : NLT 13g Vitamin B2 : 50mg
Sodium : 5mg Calcium : 2.5mg
Iron : 0.25mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Orange Juice concentrate, water, sugar, citric acid, salt and Vitamin C

Real Mango Juice –

Suggested Usage of Orange Juice - Can be added to vanilla ice cream and puddings. Can be
used for making shakes and smoothies.
Nutritional Facts per 100ml –
Energy : 60Kcal Beta Carotene : 600mg
Protein : NMT 1g Vitamin B1 : 50mcg
Fat : Negligible Vitamin B2 : 50mg
Carbohydrates : NLT 13g Calcium : 2.5mg
Sodium ; 0.5mg Iron : 0.5mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Water, blend of Alphanso and other mango pulp, sugar, citric acid, stabilizer, and
Vitamin C

Real Mixed Fruit Juice –

Suggested Usage of Orange Juice - In the preparation of several cold beverages such as
slush’s etc. In cocktails and mocktails. In cocktails and mocktails.
Nutritional Facts per 100ml –
Energy : 56 Kcal Sodium : 4.0 mg
Protein : NMT 1 g Vitamin C : 12.5 mg
Fat : Negligible Vitamin A : 800 mcg
Carbohydrates : NLT 13 g Vitamin B1 : 50 mcg
Calcium : 4mg Vitamin B2 : 50 mcg
Iron : 0.5 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Concentrate of Apple Orange, Guava, Pineapple, Passion Fruit, Apricot, Mango,
Banana, Lime Juice, Water, Sugar, Citric Acid and VitaminC.

Real Pineapple juice –

Suggested Usage of Orange Juice - Can be added to vanilla ice cream and puddings. Can be
used for making shakes and smoothies.

Nutritional Facts per 100ml –

Energy : 56 Kcal Vitamin B1 : 50 mg
Protein : NMT 1 g Vitamin B2 : 50 mcg
Fat : Negligible Calcium : 8 mg
Carbohydrates : NLT 13 g Iron : 0.4 mg
Sodium : 2.5 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Pineapple juice concentrate, water, sugar, citric acid and vitamin C
Real Grape Juice -

Suggested Usage of Orange Juice - Can be used in making : Mocktails, Cocktails , Slushes,
Shakes, Puddings.
Nutritional Facts per 100ml –
Energy : NLT 56 Kcal Potassium : 30 mg
Protein : NMT 1 g Vitamin C : 20 mg
Fat : NMT 1.0g Calcium : 22 mg
Carbohydrates : NLT 13 g Iron : 2.3 mg
Sodium : 3 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Water, Grape Juice concentrate, Sugar, Malic Acid and Vitamin C.

Real Tomato Juice –

Suggested Usage of Tomato Juice - Tomato Juice is used for making the famous
Bloody Mary (cocktail) and Virgin Mary (mocktail).
Nutritional Facts per 100ml –
Energy : 32 Kcal Vitamin A : 50 mcg
Protein : NMT 1 g Vitamin B1 : 50 mcg
Fat : Negligible Vitamin B2 : 50 mg
Carbohydrates : NLT 8 g Vitamin C : 12.5 mg
Sodium : 200 mg Calcium : 8 mg
Iron : 1 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Tomato paste, water, sugar, citric acid, salt and vitamin C.

Real Guava Juice –

Suggested Usage of Guava Nectar - Can be used in making : Cocktails , Mocktails, Smoothies,
Fruit punch, Ice-cream Sodas.
Nutritional Facts per 100ml –
Energy : 60 Kcal Potassium : 30 mg
Protein : NMT 1 g Vitamin C : 20 mg
Carbohydrates : NLT 15 g Beta Carotene : 110 mg
Fat : Negligible Calcium : 7.5 mg
Sodium : 20 mg Iron : 1.5 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Pink Guave Pulp, Water, Sugar, Citric Acid, Salt, Stabilizer and Vitamin C.
Real Litchi Nectar –

Suggested Usage of Litchi Nectar - Can be used in making: Litchi Nectar can be used in
smoothies, with yogurt or oats. Kids relish Litchi Nectar with Vanilla ice cream. Litchi Slush
and mock tails are great summer coolers. Combine Litchi Nectar with dry French champagne
or sparkling wine to get a delicious aperitif. Cheese buffs should sip Litchi Nectar with Blue
cheese.
Nutritional Facts per 100ml –
Energy : 60 Kcal Vitamin B1 : 0.008 mg
Protein : NMT 1 g Vitamin B2 : 0.008 mg
Fat : Negligible Vitamin C : 30 mg
Carbohydrates : NLT 15 g Calcium : 1.0 mg
Sodium : 0.2 mg Iron : 0.1 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Water, Litchi pulp, sugar, malic acid, stabilizer & Vitamin C

Real Cranberry Nectar –

Suggested Usage of Cranberry Nectar - Can be used in making: Cocktails, Mocktails.

Nutritional Facts per 100ml –
Energy : 63.2 Kcal Sodium : 39 mg
Protein : NMT 0.03 g Potassium : 10 mg
Fat : Negligible Calcium : 17 mg
Carbohydrates : NLT 16 g Iron : 1.4 mg
Contains Permitted Natural Colour. No added Colour and Preservative.
Ingredients: Water, Sugar, Cranberry juice concentrate, Deionised Apple & Blackcurrant juice
concentrate, Citric acid and Vitamin C.

DEMAND AND SUPPLY ANALYSIS OF REAL FRUIT JUICE

Real Fruit Juice has very wide market spread over all over India and has strong presence
internationally. Interestingly majority of customers doesn't fully understand the difference
between fruit juices, nectar and fruit drink. The deciding factors behind their purchase
decision is Product quality, Price and Promotion. Dabur which aspires a high growth in
FMCG and foods business cannot ignore this mass market. Dabur's Real brand which has a
variant named Real Activ is positioned on the Health platform. Recently Real is running a
campaign “Tastes Like a Real Fruit".

Thus to analyze the demand and supply of our product we required primary data and so we
conducted a survey. Here we have interviewed Retailers and Customers by forming
questionnaires. For this we have taken a sample size of 50, consisting of 15 retailers and 35
customers. The areas covered by us are Mulund, Dombivli, and Belapur.
SURVEY REPORT:
Our survey report is divided into retailers and customers. The survey has been conducted
keeping in mind the factors affecting the demand and supply of Real fruit juice. The factors
taken into consideration are price, flavours available, frequently demanded flavours, area wise
sales, etc. Customers survey consists of taste preferences, affordability, likes and dislikes etc

 RETAILERS:
We have interviewed 15 retailers and are located in different areas i.e. Mulund, Belapur and
Dombivli. The retailers are as follows:

1. Big Bazar – Food Bazar

2. More
3. Foodland fresh
4. Spinach
5. Subhiksha
6. Patel Low Price
7. Reliance Fresh
8. Sundaram Market
9. Ramkrishna Bazar
10. Apna Bazar
11. D Mart
12. Daily Needs
13. Neelkanth
14. Belapur Sahakari sangh
15. Shriji Dry Fruits

 PRICE:

The maximum retail price of real fruit juice is Rs. 75 for 1 Litre pack and Rs. 15 for 200 ml
pack. Although there are discounts available at different stores as per their schemes and thus
the price varies from store to store. The prices range between Rs70 – 75 for 1 Litre pack.
There are as such no discounts available on 200 ml packs. Also there are many combo offers
available at various retail outlets for e.g. Big Bazar, where they have offered a combination
packs of Real Fruit Juices and Goodday biscuits.

Following is the price list of our product available at different outlets.

Store’s Name Price (Rs.)

Food Land 74
More 74.5
Spinach 75
Low Patel Shop 72.75
Subhiksha 73
Ramkrishna Shop 75
Sundaram mkt 75
Big bazaar 74
Belapur Sahakari Sangh 75
Shriji Dry Fruits 75
Reliance Fresh 75
D-Mart 75
Daily needs 72
Neelkanth 75
Apna Bazar 75
  FLAVOURS DEMANDED:

Real fruit juice has 12 different flavours and is stored at almost all retail outlets. The flavours
are frequently demanded are different at different stores. Out of the flavours the most
demanded ones are:
As per our survey most demanded flavours are mango, orange, mix fruit and litchi. These
flavours approximately form around 60% of the demand. Whereas other flavours constitute
around 40% of the demand.

 COMPETITORS:
Competitors of Real Fruit Juices are as follows:
1. Tropicanna
2. On Juice
3. Xs
4. Priyagold
5. Guruji
6. Haldirams
7. Fresh Juices and others
Among all are major competitors Tropicanna tops the list. And especially for Mango flavour,
there are 2 major competitors Frooti and Maaza.
 MARKETSHARE

18

REAL
TROPICANA
OTHERS
57
25

As per the survey conducted Dabur real has nearly 57% of market share whereas Tropicana follows
with 25% of market share. Also Tropicana which is the next big competitors has one and a half times
less sales as compared to Real. Other brands form around 18% of the market share.

 SALES:

The average monthly sale is approximately 50 packs per month. Whereas sales differ from place to
place. In some places the sales are more than 50 packs per month. The sale at different outlets differ
according to the schemes provided by them

NAME OF THE PLACE SALES(APPROX)

PER MONTH
MULUND 800

BELAPUR 750

DOMBIVLI 445
As we can see that maximum sale per month is at Mulund followed by Belapur and then Dombivli.
Sale of any product depends upon the purchasing power, standard of living, taste and preferences of
the people residing in the area of sales. These are the sales only of 3 cities whereas the annual

SUPPLY:

Real Fruit Juice being a perishable product has to have a proper supply chain management. The
retailers have a regular supply of the product from the nearby distributor. Dabur has also taken
initiatives to maintain a systematic supply chain.

Dabur Foods has a distribution network that covers 175 towns and 75 thousand retail outlets
making its product available to the consumers across the country at ease.

Dabur Foods through its sister concern has set up the state-of-the art facility in Birganj, Nepal
in 1,00,000 Sq ft of area. Dabur Food produces around 50 million litres of juice annually.
The plant’s manufacturing system meets the stringent requirements of the Codex Alimentarius
Commission Guidelines, The recommended International Code of Practices and the General
Principles of Food Hygiene.It was the commissioning of the Siliguri multi fruit processing
facility, the largest in West Bengal, the fruit-growing bowl in India. Spread over 11 acres
and geared to process 150 tonnes of fruit per day, it has the capacity of 192 metric tones of
pulp/concentrate (estimated). Annually the plant procures fruit worth Rs. 6 Crores from states
like West Bengal, North-east, Bihar, Uttar Pradesh, Maharashtra, and Andhra Pradesh. It has
the highest capacity utilization by processing Pineapple, Litchi, Guava, Mango and Grape
round the year. The plant even serves as an R&D center for difficult to process fruits like
Watermelon and Pomegranate. This state-of-the-art plant also minimizes the wastage and
renders high yield.

Dabur has undertaken e-procurement in a big way. Dabur India procured Rs.210 crore of raw
materials through e-sourcing — or almost 50 per cent of total raw material expenditure — and,
in the process, considerably controlled raw material costs which were on a rise.

For better production and operation management, Dabur included automation, debottlenecking,
Kaizen and wastage control. It set up production units in locations providing tax holidays to
reduce cost and improve efficiency.

CUSTOMERS:

As we know that customer is the king of the market and decides the fate of any product so we
have interviewed 35 customers. Purchasing power, standard of living and price are the factors
that influence a buying decision and therefore we have analyzed them on parameters like taste
and preferences, affordability, likes and dislikes etc.

PREFERENCES:

Preferences of people change from time to time; it depends upon the taste and standard of
living that affects preferences. The following chart will give a fair idea about the preferences of
people from Mulund, Dombivli and Belapur.
 25
20
NO OF CUSTOMERS

20 REAL

15
TROPICANA
10 78
FRESH/OTHER
5 JUICES

FRUIT JUICES

As we can see from the chart that out of 35 customers 20 prefer Real whereas 7 prefer
Tropicana and 8 prefer Fresh or Some other juices. These 20 customers prefer Real because it
has no added preservatives and tastes good. Apart from Tropicana, fresh juices are also
preferred as they are natural.

AFFORDABILITY:
Price of the product plays a vital role in buying decision. As our product targets urban and
semi-urban areas, the product is priced accordingly. Following chart will help us understand
the affordability of our product:
 AFFORDABILITY

12
10 AFFORDABLE

8 BIT EXPENSIVE
NO OF
CUSTOMERS
6
EXPENSIVE
4
2
0

Here we can see that only 5 out of 20 people find Real affordable while 4 find it bit expensive
while 11 find it expensive. Thus this affects the frequency to buy the product. The customers
prefer buying Real from retail outlets which provides discounts or any offers. To cope up with
the price factor Real also introduced small packs of 200ml at Rs. 15.

LIKES AND DISLIKES:

Likes and Dislikes are formed only after consuming the product.

LIKES

1. Taste :
 Real is available in 12 different flavours and are made out of fresh fruits. There are no
added preservatives. Also reserved in tetrapacks which protects the taste and freshness
of the drink.
2. Healthy and Natural :
Almost all the flavours of Real contain sufficient amount of Vitamin A, B1, B2, C,
Calcium, Iron, Protiens, etc. Hence in comparison to many other brands available in the
market, Real is more nutritious and healthier. They take special measures while
preparing the juices like, using gloves and avoiding direct contact of the juice with any
outside particle thus making it more hygienic to consume.
3. Fresh :
Since the Real juices are tetrapacked they are more frsh and long lasting. Also they are
bacteria free .
4. Flavours available :
There are 12 different flavours available in Real. They are Orange, Mango, Pineapple,
Grape, Tomato, Guava, Litchi, Cranberry and mix fruit.

DISLIKES
1. Price :
Many people find it to be more expensive as compared to other local brands as well
fresh juices. Should be made available between price range of Rs. 15 and Rs. 75.
Many people also feel that the price can be ranged in such a manner so as to make it
more reasonable.

PAST AND PRESENT

PAST:

Dabur had a turnover of approximately Rs. 19 billion (approx. US$ 420 million) during the
fiscal year 2005-2006, with brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola &
Real. The company's growth rate rose from 10% to 40%. The expected growth rate for two
years was two-fold. Dabur operates in more than 5 countries and distributes its products
worldwide.

Capitalizing the fact, of India being the 2nd largest producer in fruits and vegetables, Dabur
Foods made an entry into the world processed food market. Bagging its success in branding
its flagship brand ‘Real’ in the country, Dabur Foods successfully marketed Real Indian fruit
variants like Mango, Pineapple and Guava by launching in Wool worth stores in Australia,
and crowned its foothold with a presence in 450 outlets. The company is now extending its
presence in the Middle East and South-East Asian countries too.

Dabur Foods is also exporting pulps and concentrates of fruits such

as Mango, Guava and Pineapple to the Middle East and European
Markets. It is now focusing on its expansion in exotic Indian fruit
varieties such as Litchi, Pomegranate, Watermelon and Pink Guava.

PRESENT:

Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real
Cranberry Nectar. An innovative product from Dabur Foods' portfolio, Real Cranberry Nectar
is exotic fruit juice nectar, available in 1-litre packs. According to sources, Real Cranberry
offers the exotic flavour and nutritive value of cranberries, rich in vitamins, minerals and
antioxidants, which make it a healthy beverage. Dabur Foods' flagship brand, Real offers the
largest range of fruit juices, which are an assortment of traditional Indian and international
flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry.
Real Fruit Juice is a packaged, 100 per cent preservative-free fruit juice brand offering
consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and
attractive pack. Dabur Foods is the only juice company in India and among the top 5
companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof
double seal cap for packaging. Real Fruit Juice is India's first and only packaged Fruit Juice
brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards
used in packaging that conform to the stringent HACCP and GMP standards. The brand has
also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category.
Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004,
targeted at kids below six years - creating an age-specific market segmentation. This is claimed
to be a first of its kind segmentation in the Indian fruit

juice market in keeping with Dabur's marketing strategy of segmenting the market with
customised fruit juices. Real Junior has two flavours - mango and apple, enriched with
calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit
characters are intended to appeal to children by highlighting the taste and nutrition of Real
Junior. Dabur Foods has a portfolio of nine variants under the Real brand, which offers the
largest range of fruit juices - an assortment of traditional Indian and international flavours -
orange, mango, tomato,

Currently Dabur Real contributes Rs. 175 crore to the kitty of Dabur Foods which has an over
all turnover of Rs.225 crore.
The company operates two food-packaging facilities. They are at:

PLACE CONTRIBUTION
Nepal 80%
Jaipur 20%

The company runs it’s food processing factory at Siliguri. Real brand has been growing over
30 per cent on year-on-year basis. Real, which contributes nearly 70 per cent of the company's
turnover, is expected to rake in Rs 350 crore as revenues by 2009-10.
DEMAND FORECASTING:

The company is planning to foray in to ready-to-eat cut fruits and jams. Dabur India aims to
achieve a sales turnover of Rs.500 crore by 2010 from it’s flagship juice brand real. Its focus is
to achieve a CAGR OF 25% OVER THE NEXT 3 YEARS. For this company is going to
invest a total of Rs 100 crore over the next 3 years to expand and upgrade capacities at their
manufacturing facilities.
Out of the total amount around Rs.30 crore will be spend on brand building since the company
major focus on their three power brand:
⇒ Real
⇒ Active
⇒ Coolers

Real, a Dabur brand, is striving to differentiate itself from the many fruit drinks that are
crowding the market. Fruit drink, fruit nectar and fruit juice – Dabur wants to clear the
confusion, and has come up with 360 degree campaign to do just that.

The new tagline for the campaign is, ‘REAL MEIN HAI SADHARAN FRUIT DRINK SE UP
TO 8 TIMES MORE FRUIT

After conducting a survey and studying the demand and supply of Real Fruit Juice, we have
come to a conclusion that the four year plan will surely be a success. With the 30 crores future
investment for brand building we can expect that the visibility of the product as well as the
brand will grow natio