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Case Study: Dabur's 'Real' In Fruit Juice

3506 Words15 Pages

Introduction Dr. SK Burman, a physician, established Dabur in 1884 in West Bengal with aim to produce and dispense Ayurvedic medicines. Dabur started its own R&D unit in 1919 and was counted in one of the very few company to did that. With Innovation as primary weapon ,Dabur gradually entered in variety of markets.It was the first to sell packaged(and branded) hair oil(in 1940), Chyawanprash (in 1949).Then from there it slowly moved to Hajmola Tablets(in 1978). When it noticed the drop in market share the digestive feature of Hajmola has turned to fun product in form of Hajmola Candy which still is a top notch product in market. With the same spirit of human touch and continousinnovation ,It entered into foods business (in 1996) by launching "Real" in fruit juice segment, when people are not even aware of this segment. It was a huge disruption in fruit drink category. Dabur risk on 100% juice at the time when market was overloaded and dominated by ready to drink beverages. They innovated a way to preserve juice without using preservatives to retain the juice content as it is. Dabur was keep penetrating the market by innovating in not only the taste of Juice but also in flavor and packaging Ex. In 1997 ,it come up with tetrapaks. In 1998 Tropicana hit the Indian market with its full power. By the end of 2001, Juice market was about 80 -100 crore and was rapidly increasing at 25% to 30% rate. Tropicana captured the 40% share of market. With many entry barriers ,not many

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