Financial Daily from THE HINDU group of publications
Wednesday, Aug 10, 2005
Financial Daily from THE HINDU group of publications Wednesday, Aug 10, 2005 |
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Marketing
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Strategy Parle Bisleri plans foray into fruit juice biz Our Bureau
A model at a Bislery press conference to announce the company's new expansion plan, in Kolkata on Tuesday. — A. Roy Chowdhury
Kolkata , Aug. 9 PARLE Bisleri Pvt Ltd, which owns one of the top-three packaged water brands in the country, has firmed up plans for a diversification into the fruit juice business. The company has already set up a fruit juice concentrate plant in Chittor, Andhra Pradesh. Plans are afoot to identify a site for the company's proposed second fruit juice plant that is likely to be located in the Northern or Eastern part of India. Stating this at a press conference on Tuesday, the Chairman and Managing Director of Parle Bisleri Pvt Ltd, Mr Ramesh Chauhan, said an investment of Rs 100 crore would be made in the company's fruit juice projects in the next three years. This amount will be raised through internal accruals and institutional loans. The products — mango and guava juice to begin with — will be marketed under the Alfa umbrella brand. Mr Chauhan said fruit juices have emerged as a preferred drink after water. Thus, it is a logical business progression for the packaged water manufacturing company to graduate to the fruit juice segment, he added. According to him, Bisleri has chalked out aggressive growth plans for its operations in Eastern India. The company plans to stabilise its market in the region through a revamped marketing strategy and a focus on improved and innovative packaging. The idea is to grow by 100 per cent in the next one year and by 250 per cent in the next three years. As part of its plans to augment its presence in Eastern India, Bisleri has appointed Orient Beverages Ltd as its sole franchisee in West Bengal, Orissa and Jharkhand. Expansion plans for Sikkim are being firmed up. The company also plans to scout for business opportunities in neighbouring countries such as Nepal and Bhutan in the future.
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