How Dabur is positioning their growing portfolio in the packaged juice segment and managing the distribution channel across the length and breadth of the country?

On the one hand, we are driving our 200ml portion packs in low penetration geographies through a mix of demand as well as distribution enhancement and on-ground visibility initiatives. On the other hand, we have also expanded the range with the launch of new variants like Mausambi (the largest consumed freshly squeezed juice) juice under the Réal brand, besides Jamun and Amla under the Réal Wellnezz brand to create further excitement in the market and give our consumers a wider portfolio to choose from. We have also expanded our presence into newer formats with the launch of Réal VOLO, which marked our entry into the aerated fruit beverage category. We are also entering the Mango Drinks market with the launch of Réal Ju.C. Unlike most fruit drinks available in the market today, Réal Ju.C offers the great taste of Mango without any added preservatives in a convenient TetraPak format.

As the packaged fruit juice market is growing at a fast pace, how have you as a brand changed your approach towards in-store branding that influences the shopper to pick up Dabur Real from retail shelves?

In Modern Trade outlets, there has been a greater impetus on high quality in-store execution and investments were made in augmenting the quality of merchandising effort. The Modern Trade environment leads to a lot of impulse purchase and higher visibility for our packaged juice brands with a wider variety on the shelves ensure greater consumer trials. So, we have been investing in promoting our new introductions, both in Cash & Carry outlets and in Modern Trade outlets with higher visibility promotion material and large displays. We have installed permanent stacking-cum-visibility units in Modern Trade outlets with a special focus on safety of the products.

At present, what are the most ideal communication tools for your category at the MT retail level?

We have introduced unique branding and placement initiatives at Modern Trade outlets across the county for our packaged fruit juice brands to create stronger relevance for the consumer. Under this, Réal fruit juice packs are placed at fruit & vegetable counters at these outlets, which helped build category connect. We also undertake tasting sessions and large scale sampling, both at Modern Trade and General Trade outlets to help people experience and taste our new packaged juice variants. These initiatives have helped the Modern Trade business deliver consistent strong double-digit growth.

What visibility solutions work well for GT?

In the Open Format Outlets and General Trade outlets, special focus is given to merchandising with pillar, counter branding and back-lit display units that not only enhance the visibility of our packaged juice range but ensures safety of the products on the shelves.