Beyond mango: India’s Fresca Juices out to conquer nation’s packaged juice market by 2022
Powered by its impressive 50% CAGR over the last three years (over four times the average growth of the industry at 12%), the company is targeting INR1.5bn (US$21mn) in revenue by 2020, a further 400% growth in the fruit drinks category and 2% market share in the nectar category.
In the quarter ending March 2019, Fresca Juices also achieved a quarter-on-quarter growth of 57%, against 5% growth of the overall industry.
“We are looking to [build on our presence in North India], and increase our presence in high-growth markets across East, West, Central, and South India to substantially strengthen our pan-India footprint by 2022,” Fresca Juices Founder Akhil Gupta told FoodNavigator-Asia.
“We have the capability to fulfil the surge in demand, as we currently have a daily production output of 300,000 litres and 600,000 bottles when operating on full installed capacity.”
The company currently has manufacturing plants spread across multiple regions in India, including the Indian governmental projects Food Park and HSIIDC, and Sonepat in Haryana.
As for the reason Fresca Juices stands out in the crowded juice market, he attributed this to the company’s ‘unrivalled range of over 11 different flavours’.
“[Before this], the Indian packaged juice market was highly monopolized with brands primarily focusing on a single flavour – mango,” said Gupta, adding that it was this ‘lack of variety’ in the market that led to the establishment of Fresca Juices.
The company also claims to have been adding 700 to 900 new outlets (at which its juices are sold) on a daily basis.
According to research from Goldstein, the overall Indian fruit juice market is anticipated to reach US$4.9bn in value by 2024, powered by rising health consciousness in the country.
New products and juice varieties
All of Fresca Juices’ products are made from fruit pulp, and Gupta emphasised that these were in line with ‘all FSSAI guidelines and standards as per required’.
“Currently, our top-sellers include Litchi, Nimbu Pani (lemonade), Guava, Mango, and Apple in [packages of] 160ml, 300ml, 2 litre, aseptic 200ml packs, and holographic packs,” he said.
The juices are currently being sold in over 200,000 stores across North India alone, and the aim is for this to hit one million outlets nationwide, according to Fresca’s long term plans.
As for new product development, the company has also launched a carbonated drink range called Fresca Fruzo, which is available in four flavours: Apple, Mojito, Jeera (cumin) and Nimbu Masala (lemon and herbs) flavours.
Holographic aseptic packaging
Gupta also told us that one of Fresca Juices’ pioneering efforts was in packaging, specifically holographic aseptic packaging.
“[We] are the only brand to offer over seven flavours in aseptic packaging, more than any other local or national player in the market, [and] also the first brand locally to introduce holographic aseptic packaging for four of our flavours,” he added.
Regular aseptic packaging is generally found as a six-layer packing, and the holographic image added in by the company is attached onto a seventh layer of packing added in.
“[Fresca Juices] also aims to achieve 400% growth in the fruit drink category in aseptic packaging,” said Gupta.