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Jagdale Foods gears up for market expansion for Bejois
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Saturday, 05 May, 2007, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Bangalore city, Jagdale Foods( part of the Jagdale Industries) with its brand 'Bejois, a much-sought-after carbonated drink in tetra packs, has made efforts to move to Hubli. The company went on to set up a depot early this month and also operate a dedicated van to stock the product at retail outlets. In the next three months it will open depots at Gulbarga and Mangalore. This will be followed by its entry into Tamil Nadu and Andhra Pradesh.
"The market expansions are carefully chalked out primarily because the company adopts a marketing route to address the retailers directly. There are no credit sales and only cash deals are insisted. Such a business initiative has become a mainstay in our marketing operations and our retailers have become accustomed to such an agreement," said Jayesh N Jagdale, joint managing director, Jagdale Industries Limited, during an interaction with F&B News.
The direct interaction with retailers calls for understanding of the market demand apart from addressing logistics of depot location and freight charges. This is where Jagdale is working out the modus operandi to market Bejois in other districts in Karnataka.
The 11-year-old brand Bejois mango drink has captured 80% sales among its other flavours - grape, apple and guava - in Karnataka. Bejois is a Rs 5 crore brand in Karnataka. It competes with Frooti, Tropicana and B Natural. The product is manufactured at the erstwhile Godrej Foods plant at Mysore.
Bejois nectars: mango, guava, litchi and lemon are exported to the US.
The company also has looked into the seasonal demand for the drinks and in order to ensure continuous sales from the brand, it went on to launch a range of snacks last year. Its four products sold under the 'Bejois' brand are Karam Kuram, Trickly Curls, Cheese Pops and Krix Stix. These are contract manufactured in Bangalore. However, going by the good response, Jagdale is in the process of setting up an exclusive HACCP compliant facility at an investment of Rs 50 lakh on Mysore Road. From 2008, the company will also introduce a scheme of consumers where for every one pack of Bejois drink, they will get a Bejois snack free.
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