Ever since Amit Burman took over the charge as a CEO of Dabur Foods in 1999, Dabur Foods has shown remarkable growth in a highly competitive Indian fruit juice market. It is to Amit's credit that today Dabur Foods' Real and Hommade brands are household names and the company is leading in the Indian processed food segment.

There are a lot of juicewalaas in city markets, so juice is not something Indian consumers had not seen before. And, we felt if we give them juices in a packaged form, which is more hygienic, it should do well.

Best known for Real fruit juice brand, Dabur Foods is India's leading retailer of branded juice. Its flagship product, Real fruit juice is India's No. 1 selling brand in its category. Being one of the first companies in India to have introduced fruit juices in the packaged form without any artificial additive, its products such as Real, Real Activ, Hommade cooking pastes and Tomato Puree to name a few, are household names today. Real, the flagship brand, has bagged 2003 Tetra Pack's Highest Sales Growth Award (HSGA) in the beverage category. It is also India's first and only packaged fruit juice brand to get Societe Generale de Surveillance (SGS) certifications for the high safety standards used in packaging that conform to the stringent Hazard Analysis & Critical Control Point (HACCP) and Good Manufacturing Practice (GMP) standards2. Dabur Foods is leading with a market share of about 55% in a Rs. 120 cr Indian beverages market, followed by competitor like Tropicana. It is also the only juice company in India and among the top five companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging its Real brand3. Dabur Foods has posted a 24.1% increase in sales and closed at Rs. 85.8 cr during fiscal 2003-04. Though the company broke even in March 2002 but recorded a net profit of Rs. 1.5 cr in 2003-04.

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