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Indian juice brand Fresca announces strategy for countrywide expansion
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Monday, 22 April, 2019, 14 : 00 PM [IST]
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Our Bureau, New Delhi
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Underlining its vision to establish itself as the top fruit juice brand in the country, Fresca Juices, one of India’s fastest-growing packaged juice brands, announced its multi-pronged growth strategy aimed at driving its countrywide expansion plans on Monday.
As part of its growth initiative, Fresca will build on its strong presence in regional markets across North India by strengthening its channel ecosystem, expanding the number of retail outlets, and improving product availability.
The fruit juice brand will also increase its presence in high-growth markets across East, West, Central, and South India to substantially strengthen its pan-India footprint by 2022.
The latest expansion is in line with Fresca Juices’ objective of achieving an annual revenue run rate of around Rs 150 crore by 2020. As the first brand to introduce holographic packs in aseptic packaging in India, it also aims to capture a market share of two per cent in the nectar category and achieve 400 per cent growth in the fruit drink category in aseptic packaging.
The brand will also be looking to build on its market presence in North India by capturing 10 per cent of the overall market share in the northern states by 2021.
Commenting on the stellar growth, Akhil Gupta, founder and managing director, Fresca Juices, said, “Since its inception, Fresca Juices has consistently raised the bar within the Indian fruit juice market by introducing greater variety and innovation in our market offerings.”
“Having established ourselves amongst the top fruit juice brands in North and East India, we are now looking to build on the impressive reception that we have received from our customers and increase our pan-India presence by undertaking rapid expansion across the country,” he added.
“We have the capability to fulfil the surge in demand, as we currently have a daily production output of three lakh litre and six lakh bottles when operating on full installed capacity,” Gupta said.
“The market reception that Fresca Juices products have received thus far makes us confident that our explosive growth trajectory will continue for months and years to come,” he added.
Fresca Juices has been growing at an exponential CAGR (compound annual growth rate) of 50 per cent over the last three years – more than four times the overall industry growth of 12 per cent – and currently has over two lakh outlets operational in all states across North India alone.
Its current growth trajectory has largely been driven by its efforts to increase the availability of its stock across key regional markets in North and East India.
The brand has also been adding 700-900 new outlets on a daily basis, while augmenting its distribution and retail supply chain, and has made strong headway in the retail market by making its products available even in Tier-IV geographies.
Ashok Chopra, country head, Fresca Juices, said, “Our growth over the last few years is a validation of the strength of our distribution ecosystem. Along with consistent addition of 700-900 new outlets on a daily basis, we are augmenting our distribution and retail supply chain and planning to bring in more retailers, distributors, wholesalers into the Fresca Juices value chain.”
“By expanding the number of physical outlets, we have made last-mile availability of juices possible for a much larger consumer base, thus making our presence felt in markets as deep as Tier-IV cities,” he added.
Fresca Juices offers its customers more choices than any competing brand through its wide range of offerings, which include top-sellers such as litchi, nimbu pani, guava, mango, and apple in 160ml, 300ml, two-litre and aseptic 200ml packs, as well as holographic packs.
Its extensive range of products, as well as highly-affordable pricing, has made the brand extremely popular in a short time since its launch. It has received phenomenal customer acceptance for all of its products and has the highest consumer repeat purchase rate within the Indian fruit juice industry.
As a result, in the financial quarter ending March 2019, the brand achieved a quarter-on-quarter growth of 57 per cent against the five per cent growth of the overall industry.
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