Dabur Foods sets Rs 500cr revenue target, 'Real' re-launched

New Delhi, Feb 20 (UNI) With cola giants like Coca-Cola and PepsiCo betting big on the Rs 1,200-crore fruit-based beverages market, existing leader Dabur Foods today re-launched its power brand Real with new logo and packaging while announcing a Rs 500 crore revenue target by 2010.

The company has also set aside Rs 100 crore to invest in brand building, manufacturing and back-end activities over the next three years for all its products including Real, Activ and Coolers, Dabur Foods Chairman and CEO Amit Burman told reporters.

''About 30 per cent of this (investment) will be invested in brand-building while the remaining 70 per cent will go in upgrading the manufacturing units at Nepal and Newai (Rajasthan),'' he said.

The manufacturing capacity at the company's Nepal facility will go up to 90 million litres per annum from the current 50 million litres per year post-expansion.

The Newai unit which has a current capacity of 15 million litres per annum, will manufacture 23 million litres of juice every year after the upgradation.

Dabur Foods processing unit at Siliguri, West Bengal, has a present capacity to process 27,000-30,000 metric tonnes of fruit per annum.

Dabur's Real juice, which marks its 10th year in 2007, has a 57 per cent market share in the segment as compared to PepsiCo's Tropicana which enjoys the second slot with 24.5 per cent share, according to AC Nielsen figures for 2006.

''Our focus over the next three years is to have a compound annual growth rate (CAGR) of 25 per cent thus achieving a turnover of Rs 500 crore of which Rs 350 crore will come from Real by 2010,'' Mr Burman added.

While PepsiCo's Tropicana lost five per cent volume share last year against 2005, rival Coca-Cola has launched its fruit juice brand Minute Maid in India as a fruit drink.

UNI