Dabur gives Real image makeover, eyes 700 cr from foods div

Dabur gives Real image makeover, eyes 700 cr from foods div

New Delhi: Homegrown FMCG firm Dabur India on Sunday said it is giving its juice brand ‘Real’ an image makeover as part of its strategy to garner a sales of 700 crore from its food division in the next three years.

The company said it is now focusing to highlight the nutritional aspect of its juices as against the earlier practice of promoting the brand for taste.

“Over the years, consumers have accepted the taste (of Real) and loved it. And, now we are educating consumers about the nutrition aspect of our juices. Hence, we decided to go for a re-branding," Dabur India head of marketing (foods) K K Chutani told PTI.

As part of the exercise, the company has changed the logo and also the packaging of all its Real products. Besides, it has also signed on actress Sonali Bendre to promote the brand.

While the company did not specify details on the investments for the initiative, it is understood to have invested around 8 crore on the whole image makeover exercise of the Real brand.

“Real is a more than 400 crore brand - the market leader in the packaged fruit juices category in the country. Going forward, we expect to see the brand growing with strong double digit figure," Chutani said.

At present, Dabur sells 12 variants under the Real brand. Going forward, the company plans to introduce more variants, he added.

Although he did not disclose the sales target of the brand on the back of the new initiative, other officials of the company said Dabur is eyeing a total sales of 700 crore from its foods division in the next three years up from 500 crore at present.

Real accounts for nearly 80% of the total sales of Dabur’s food division, which sells fruit juices under the brands ‘Real’, ‘Activ’, ‘Burst’, apart from ‘Hommade’ cooking paste and others.

Dabur currently has two plants in Nepal and Rajasthan that produce ‘Real’ fruit juices.