At a time when soft drink players are locked in a battle amidst intensifying competition, the juice and dairy beverage industry is also stepping on the gas. Industry players have been sharpening their focus on the affordability plank with the onset of summer season. They are ramping up distribution of small packs, launching new products besides stepping up advertising spends stressing on the health quotient of their products. 

Dabur India management had last month in an investor call, said that the company will focus on offering more value for money to reduce the “relative price differential” with the cola drinks. The company has presence in categories including juices, nectars as well as fruit drink segment.

In a Sweet spot

Monisha Prasher, Marketing Head-Beverages, Dabur India Ltd said, “For beverages, the ₹10 price point hits the sweet spot of affordability for Indian consumers, making it the preferred out-of-home consumption price point. We expanded the Real Nectars portfolio to the ₹10 price point some time back and it is helping us expand our distribution. It enables us to offer consumers the real fruit goodness at an affordable price across a range of fruit flavors. We see it as a key distribution and market share driver for the Summer of 2025.”

The company has also launched a new campaign to promote its Real Activ portfolio. “While people are increasingly aware of healthy eating, healthy drinking is equally important. Keeping this in mind, we have launched a new campaign this summer that aims to create awareness among consumers to adopt healthy drinking,” Prasher said.

Focus on affordability

Mother Dairy invested significantly in the recently concluded Champions Trophy. The company too has been strongly focusing on affordable packs and launching new dairy-based beverage options.

“We believe great taste and value should be accessible to all, which is why we focus on convenient and affordable pricing without compromising on quality. Our offerings include Lassi and probiotic Chaach variants, such as the much-loved Tadka Chaach, available at just ₹10. This summer, we are strengthening our portfolio at the same price point with the all-new Pudina Chaach and introducing Mango Lassi in a new pack size, “ said Manish Bandlish, Managing Director, Mother Dairy.

Last month, Amul began stepping up marketing of its dairy-based fruit beverage brand Tru. It has also launched it at ₹10 of 150 ml pack. The dairy major has also been focusing on the “goodness of real fruits messaging” in its advertising. 

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