Galla Foods, a member of Amara Raja group, has entered the fruit drinks segment with the launch of Galla fruit drinks in two flavours classical mango and a blend of apple-litchi.
Addressing presspersons here on Wednesday, Jay Galla, Managing Director, Galla Foods, said branded fruit juices with pulp content up to 20 per cent were classified as fruit drinks and accounted for 76 per cent of the overall market.
The market for fruit juices in the south was estimated at 92 million litres with 98 per cent contributed by fruit drinks, he said. The plan was to garner 10 per cent market share in the fruit based beverage category within five years, Mr. Galla said. According to Asheesh Nigam, Head (sales and marketing) the products were targeted at young consumers who preferred their juices on-the-go but were unwilling to compromise on the taste and health parameters.
The retail cost of a 275 ml. mango pack was fixed at Rs. 12 while that of apple-litchi was Rs. 13, he said.
Set up in 2005, Galla Foods is a premier exporter of fruit concentrates and pulp to Europe, Japan and the U.S. Last year, the company entered the domestic market with the launch of mango nectar.