Dabur India Ltd will soon be introducing ready-to-drink fruit-based mocktails, or non-alcoholic versions of popular cocktails, under its fruit juice brand Real.
Real mocktails will initially come in two variants: Virgin Mary and Pina Colada. The company will later extend the range with variants like fizzy mocktails, and will look at bringing in other formats of packaging, such as cans.
Priced at Rs110 for a 1-litre tetra pack, Real mocktails will be sold at modern-trade stores, open format outlets and across online marketplaces.
Dabur’s fruit juice brand Real is currently sold across 300,000 retail outlets, and Dabur will make Real mocktails available at 10-15 per cent of these outlets to start with.
Dabur currently sells 16 fruit juices under Real brand, and has a 9.8 per cent market share in the entire non-fizzy beverages market in India.
Non-alcoholic functional beverage is a growing segment in India backed by rapid urbanization, rising disposable income and growing health consciousness among the youth.