Tata Consumer Products, the consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella, has expanded its ready-to-drink portfolio with the launch of Tata Fruski Juice N Jelly.
Inspired by local Indian flavors, it is a one-of-its-kind juice-based drink with the added surprise of Jelly, providing a unique taste and feel. The new offering is in line with TATA CONSUMER PRODUCTS’ focus to innovate and expand its subsidiary, NourishCo’s existing portfolio which includes Himalayan Natural Mineral Water, Tata Gluco Plus, Tata Copper+ Water, Tata Fruski and the recently introduced premium Himalayan Honey and Preserves range.
The new Tata Fruski Juice N Jelly is a differentiated offering aimed at delighting consumers with its unique texture and an exciting range of locally inspired flavors. The product is being launched in three flavors – Kala Khatta, Mixed Fruit Chaat, and Lemon Pudina.
Mr. Vikram Grover, MD NourishCo Beverages limited, TATA COsumer Product said, “The juice-based drinks category in India is fairly large and we see a great opportunity to grow the Tata Fruski franchise through unique and differentiated innovations like the new Juice N Jelly. Through this launch, we remain hopeful of providing our consumers a multi-sensorial experience in every sip, true to our brand purpose of being an ‘Enabler of fun the Indian way.
NourishCo is currently focused on the price points of Rs 10-Rs 20, with its Tata Gluco Plus priced at Rs 10 available as a low-cost energy drink, while Tata Fruski will be available for Rs 20 for a 200 ml pack in the key market of Kolkata in the east and Mumbai and Goa in the west.
At present, NourishCo’s distribution is spread across 5.5 lakh outlets and it plans to double its reach over the next three years. TCPL does not give specific rural reach numbers for individual brands. NourishCo clocked revenue of Rs 138 crore in the recently ended September 2022 quarter, with a growth of 64% year-on-year, which was led by all products and geographies.
According to Grover, the growth momentum is sustainable as India is a highly under-penetrated market for liquid refreshment beverages. Also, as it is flooded with unbranded products, it makes for a large opportunity for ready-to-drink beverages like juice, juice-based drinks, and natural beverages, he added.
India’s non-alcoholic beverages market is expected to grow to Rs 1.48 trillion by 2030 at a compound annual growth rate of 8.7%, from around Rs 67,100 crore in 2019, according to a recent report by Indian Council for Research on International Economic Relations. Carbonated soft drinks, ready-to-drink teas (RTDs), energy drinks, and sports drinks accounted for more than 60% of the global market. Carbonated beverages are the most popular among Indians, followed by bottled water and fruit beverages, and juices.