ITC to conquer Indias juice market
Sanket Dewarkar / 20 Apr 2017
After Dabur, ITC is the third largest in the fruit juice market. The company which is already the largest tobacco player is trying to change itself into a largest diversified company in the country.
ITC (Indian Tobacco Company) which is engaged in the marketing of fast moving consumer goods (FMCG) is aiming to capture 18-20 per cent of India’s juice market through its brand ‘B Natural’, as informed by the company official.
The company is taking aggressive steps to compete with its peers Nestle and Britannia to be on the top of the list.
Dabur’s Real currently controls over 50 percent of India’s juice market share, while PepsiCo’s Tropicana has 28 percent, according to the media reports
After Dabur, ITC is the third largest in the fruit juice market. The company which is already the largest tobacco player is trying to change itself into a largest diversified company in the country.
The Brand “B Natural” which has been acquired in 2014 is looking to launch two variants this year by October with the name Bel (wood apple) and Falsa (Grewia asiatica berry).
ITC says it has kept its juice priced at such levels, so as to target both the mass and premium segment, as B Naturals 1 litre tetra pack starts from Rs 84-99 and it is also available in 200 ml tetra packs starting at Rs 20.
In today’s trade the scrip has opened at Rs 279.5 per share, and touched a high and low of Rs 281.4 and Rs 278.60 respectively.
The scrip at 11:21am was quoting at Rs 278.75 per share.
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