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Balan Natural Foods aims to garner a big sip of the Indian fruit juice market
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Tuesday, 18 January, 2011, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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Balan Natural Foods, a leading beverage processing company, is now looking to maximise its presence in the market. The company, which is known for its range of nectars and fruit beverages, strengthened its natural fruit health drink space with Amla and Brahmi. This takes the total number of health drinks into three. It already has Kala Jamun targeting the diabetic population. Going by the positive response so far, it is now looking to carry out more such research efforts to develop novel beverages which would promote health benefits.
The Amla and Brahmi beverages were launched in April 2009. The products which are available in one litre packs go by the regular usage by consumers. These are stocked at modern retail outlets across the country and are priced at Rs 90 per pack.
According to the Ayurveda Text, Amla drink is known for its nutritive features to boost immunity and detoxify blood and tissue. The fruit juice contains 20 times more vitamin than orange, according to the company.
In the case of Brahmi, the herb since time immemorial, is known to improve the receptive and retentive capacity of the mind. It is a neuro strengthening tonic and relieves stress, as mentioned in ayurveda.
In order to provide consumers a good health and immunity in the growing population it is keen to adhere to preventive health regimes.
There is also a huge competition in the market. It is the extraction of pure, fresh and high quality fruits under hygienic conditions which would give us an edge, according to a company spokesperson.
There are currently 13 varieties of fruit beverages with a total of 27 products in the range available in 200ml and one litre packs and PET bottles. The beverages are under five categories: Nectars, Amras and Kala Jamun, in addition to the two health drinks Amla and Brahmi. These beverages are manufactured following international quality norms under the supervision of food and nutrition experts. The company manufactures these beverages under the brand name of B Natural and Miruna Aamras.
The nectar is 100% cholesterol free and available in a range of international flavours. Some of these are apple, pineapple, pomegranate, guava, orange, mixed fruit rose& litchee. The muskmelon nectar is the first of its kind and is a natural coolant. It contains natural substances called SPF (Sun Protection Factor) that protects skin from harmful UV rays, according to the company.
These products are not only available across leading retail chains including RPG Enterprises Food World, Pantaloon Retail's Big Bazar, Aditya Birla's More and Reliance's Fresh stores, among others. There is also a major presence of these fruit beverage offerings in Singapore.The company has its beverage and processing plant located in Bangalore.
According to an estimate, the fruit beverages industry in India is now pegged at around Rs 1,200 crore and the market is growing at 30 per cent annually. The major players are Dabur with Real Activ and Real Burrst, Coca-Cola maaza and Minute Maid, Godrej Hershey Foods with Jumpin, Jagdale's Bejois, Parle Agro's Frooti, Appy, Appy Fizz along with its Saint Juice brand available in orange, mixed fruit and grape.
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