An interaction with Kishore Agarwal, Managing Director, SDU Beverages.
Indian Juice market is estimated at Rs 1,200 crore. Considering this, SDU Beverages, the franchisee partner for Kingfisher and RC Cola, has recently introduced the Germany-based number one kids’ juice brand Capri Sun in India. Talking to Restaurant India, Kishore Agarwal talks about the Capri Sun’s launch in India and its expansion plans.
You recently became the licensee partner for Capri Sun in India. What made you to partner with the number one kids’ juice brand in the world?
We are a beverage company, and we wanted to increase our portfolio. We believe that we are a gateway to big international brands, and kids’ fruit juice was the one category that was not available in India, so we brought Capri Sun here.
How has been the response?
The response is great. There is acceptance of our brand in the market. We are trying to build a strong distribution network to place the brand.
Why are you using aluminium foil inside the juice pouch?
We are using aluminium foil to keep our products fresh. This is a very special packaging where sun rays and oxygen do not enter the pouch. The juice is all natural without any preservative making it safe to drink.
What is your share in the market?
We do not have any market share as of now because we have just entered the juice segment. I believe that we will have somewhere between 8 and 12 percent market share in the next two to three years.
What are the different variants of the Capri Sun juices available in the Indian market?
We have launched Capri Sun in Mango, Apple, Mixed Fruit and Orange flavours, and in the coming months, we are also planning to add three to four more flavours depending on the market response.
Tell us something about the distribution model of your brand? Are you facing any problem in supplying to Tier II and III cities?
We have a strong distribution network all over the country. The distribution is going to be slow, as it is a new product. In urban areas, we supply through our distributors whereas in rural areas we supply through super stockist, distributors and retailers. We don’t have any supply chain issues as of now.
What marketing strategies you are using for Capri Sun?
We are trying to create awareness about our brand amongst Indians. We will focus on media and PR activities but first we will make this product available at all retail outlets.
What is your plan to take Capri Sun to Nepal, Bangladesh and other neighbouring countries?
At this point of time we will focus on our business in India. Rather than moving to the neighbouring countries, we will be exporting the juices from here to these countries.
Real juices by Dabur and Tropicana are major players in India. How are you trying to take over them?
Capri Sun is a completely different segment. It is best known for its kid’s juice all over the world. So we do not have any competitor in India at present.