The Hindu Business Line : Godrej widens range

Mr M.P. Pusalkar, Executive Director & President, Godrej Foods Division, at the re-launch of Xs range of fruit juices in the Capital on Thursday. — Ramesh Sharma

New Delhi , March 11

GODREJ Industries Ltd on Thursday expanded its fruit drinks portfolio by launching orange and pineapple variants under the `Xs' brand and announced that this summer it would focus on the increasingly popular health drink segment.

"We have also re-launched our litchi fruit nectar and will now back it up with an aggressive marketing push. We hope to corner about 16 per cent share of the Rs 120-crore fruit juice market, which is growing at over 35 per cent annually," the Godrej Foods Division Executive Director and President, Mr M.P. Pusalkar, told reporters here.

The company's production of fruit juices and nectars is targeted at 3,500 kilolitres for the next financial year, Mr Pusalkar said.

The Xs range is priced from Rs 12-15 for 200 ml and Rs 58-70 for the one-litre packs. It is available in four flavours: sweet orange, mango, pineapple and litchi.

The company plans to introduce a mixed fruit flavour in due course.

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