The fruit beverage industry is still in the nascent stage. The spectrum varies from well-entrenched players like Parle Agro’s “frooti”, Enkay Texofood’s “Onjus” and “Life” godrej food’s “jumpin” and dabur’s “real”. Leading for

The fruit beverage industry is still in the nascent stage. The spectrum varies from well-entrenched players like Parle Agro’s “frooti”, Enkay Texofood’s “Onjus” and “Life” godrej food’s “jumpin” and dabur’s “real”. Leading foreign brands in the market are PepsiCo’s “Tropicana”. There are other significant players like Noga, Xs and Refresh, but roadside vendors and stalls meet most of the consumer need. The Indian consumer, on an average, has also not awakened to the fact that there are a number of fruit beverages available in tetra packs and are hygienic and healthy to consume.
In this context, the industry needs to be studied to find the structure in terms of players, substitutes and others factors governing the success of leading players.
This report attempts to study the following:
To study and an...