Dabur Foods has launched 'Activ' fruit soya juice priced at Rs 82 a litre. It has three variants involving soya as a key input and these include kiwi, black currant and peach apricot. "We have launched it in Mumbai and the southern part of the country and will look at a select roll-out by March this year," said Sanjay Sharma, GM, sales & marketing, Dabur Foods. The company is looking to focus on modern retail trade and A-class outlets for this product and will restrict it to the top 10 metros and eventually top 23 towns.
Currently, there is just Sofit Soya, a national brand from the Godrej Foods, and there is Staeta soya and Soyfresh soya that are making regional inroads.
The soya beverage market is booming globally and is seen to be worth Rs 1,600 crore. In India, it has faced resistance as marketers have not been able to work on the taste aspects. Godrej's Sofit Soya is the market leader with 82% market share, followed by Staeta Soya which is at 16% and Soyfresh Soya being the smallest one with 2% share. The latter two brands have bulk of their consumers in the south.
