The Hindu Business Line : FIL Ind forays into South with its fruit drink brand

THE Jammu & Kashmir-based, FIL Industries Ltd, has drawn up plans to launch about 15 fruit drink combinations over the next few months. It is eyeing the overseas market with multiple package options.

Launching the Bhukari-promoted company's latest offering in south India, the Vice-President of Sales and Marketing, Mr Lokesh Naidu, said, "After the successful introduction of TUK3 in the North, we are foraying into the South, which has potential for rapid growth. TUK3 is a combination of Seabuckthorn (Ladakh berry), Kashmiri apples and Indian mango."

Addressing a press conference here , Mr Naidu said TUK 3 has been introduced under Fruitfil, the umbrella brand of the Juice Division of FIL and priced at Rs 10 for a 200 ml Tetra Pack. It is targeted at the young consumer who will enjoy distinct, tangy taste along with additional nutritional value. Traditionally, this market is mainly concentrated with mango juice (99 per cent). The name TUK comes from the tongue-clacking sound produced to express a distinct, taste bud hitting lingering sensation.

The Indian drink market is seen gradually drifting from the carbonated drinks where more and more people lately prefer fruit juice options not only for their nutritional value but also distinct taste.

While the drink market is estimated at about Rs 200 crore, nector accounts for about Rs100 crore and Rs 180 crore is from fruit juices. The overall market for fruit drinks and juices is estimated at about Rs 600 crore and growing at about 40 per cent per annum. This presents FIL with an opportunity to tap the larger sections. Therefore, FIL plans to offer a range of new flavours later this year, Mr Naidu said.

"We are in the process of backward integration and expect to enter cultivation," he said.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
CSIR zeroes in on Lintas IMAG

VSNL ties up with Thomson, targets Indian media, entertainment industry

Good response to Airtel promos in Mangalore

Nilkamal to add more lifestyle furniture stores

Indians gorging on snacks: Study

Beer sales up 17% in Q1; UB reports 23 pc growth

FIL Ind forays into South with its fruit drink brand