Tuesday, August 09, 2005

Parle Bisleri to foray into fruit juice market

Parle Bisleri Pvt Ltd, the maker of the biggest packaged drinking water brand, Bisleri has announced its plans to foray into the domestic fruit juice market and earmarked an investment of Rs 100 crore for upgradation of its Chittor plant and setting up of a new facility. The company, which has been exporting fruit pulp under the Maaza brand, is expected to launch its fruit juices under 'Alfa' brand in India. Meanwhile, the company has also chalked out an expansion plan for its packaged drinking water business. Parle bisleri has appointed city-based Orient Beverages Ltd as sole franchisee in Eastern india while targeting to double sales in the next one year. Besides, the total production capacity of packaged drinking water would be enhanced from the current 4,500 bottles per minute to 6,000 bottles per minute at an investment of Rs 10-20 crore. Claiming a market share of about 60% among the top three brands Other two are Kinley of Coca-Cola India and Aquafina of PepsiCo India) in the packaged water business. Domestic packaged water business has a market size of around Rs 1,000 crore and was expected to grow at a healthy rate. The company, as part of its innovative packaging strategy, haas plans to launch a new 250 ml pack and has developed a breakaway seal cap to make its 20 litre package duplicate-proof.