ITC enters juice market

ITC is all set to introduce fruit juices in eastern and western India, under the B Natural brand, beginning its advertisement through print and digital media. 

 

“ITC has acquired B Natural brand from Bengaluru-based Balan Natural Food for under Rs 100 crore,” stated a leading business daily.

 

The new product was launched in January 2015 in India’s five southern states. It initially rolled out seven variants of fruit juices, with lychee and jamun as its specials.   

 

“The juice market is not crowded but is growing at 15-20% a year and is expected to consistently grow at this pace. Today, Dabur has 55% market share followed by Pepsico with 30%. Entering into the juices segment is a clever move by ITC,” commented an industry expert.

 

Sharing company's strategic plans, Chitranjan Dar, CEO of ITC Foods, said, “With volumes picking up, ITC might explore the possibility of establishing new manufacturing units, apart from B Natural's existing one in Bengaluru. It has a capacity of one lakh litres a day.”

 

“The company re-worked on juice brand’s various facets like manufacturing facility, taste and packaging before its launch,” said ITC in its press release.

 

After the product launch, how the company plans its promotion and branding, is a question that follows.