Fresca Juices, one of India’s fastest-growing packaged juice brands, has announced its growth strategy aimed at driving its countrywide expansion plans. As part of the growth initiative, Fresca will build on its strong presence in regional markets across North India by strengthening its channel ecosystem, expanding the number of retail outlets, and improving product availability. The fruit juice brand will also increase its presence in high-growth markets across East, West, Central, and South India to substantially strengthen its pan-India footprint by 2022.
Akhil Gupta, Founder and Managing Director – Fresca Juices, said, “Since its inception, Fresca Juices has consistently raised the bar within the Indian fruit juice market by introducing greater variety and innovation in our market offerings. Having established ourselves amongst the top fruit juice brands in North and East India, we are now looking to build on the impressive reception that we have received from our customers and increase our pan-India presence by undertaking rapid expansion across the country. We have the capability to fulfil the surge in demand, as we currently have a daily production output of 3 lakh litres and 6 lakh bottles when operating on full installed capacity. The market reception that Fresca Juices products have received thus far makes us confident that our explosive growth trajectory will continue for months and years to come.”
The latest expansion is in line with Fresca Juices’ objective of achieving an annual revenue run rate of around INR 150 crore by 2020. As the first brand to introduce holographic packs in aseptic packaging in India, it also aims to capture 2 percent market share in the nector category and achieve 400 percent growth in the fruit drink category in aseptic packaging. The brand will also be looking to build on its market presence in North India by capturing 10 percent of the overall market share in northern states by 2021.
The extensive range of company’s products, as well as highly-affordable pricing, has made the brand extremely popular in a short time since its launch. It has received phenomenal customer acceptance for all of its products and has the highest consumer repeat purchase rate within the Indian fruit juice industry.
As a result, in the financial quarter ending March 2019, the brand achieved a quarter-on-quarter growth of 57 percent against the five per cent growth of the overall industry.