Beverage maker Coca-Cola is bringing in its acquired juice brand Rani to India, as it looks to take on rivals such as PepsiCo’s Tropicana, Dabur’s Real and Parle Agro’s Frooti, besides a slew of startups like Paper Boat and Raw Pressery.
Coca-Cola had acquired 50% equity in Bahrain-based Aujan Industries’ beverage business for close to $1 billion in 2012, brands of which include Rani Float juice and Barbican malt beverage.
At the time of the acquisition of Aujan, one of the largest independent beverage companies in the Middle East, the US beverage maker had said the deal allows it to expand its portfolio in the juice sector and drive long-term value for shareholders.
Juice and juice drinks are growing two times faster than carbonated drinks, with consumers increasingly moving away from sugary drinks, reflecting global trends.
A Coca-Cola India spokesperson confirmed the launch. “Rani Float has real fruit pieces along with higher juice content, reduced sugar and real fruit flavour,” the spokesperson said. He said the brand, currently being imported, is being seeded in core metros and will be scaled up by the year-end.
Coca-Cola’s existing juice brands include Minute Maid and Maaza. The spokesperson said the company didn’t expect cannibalisation. “As part of our journey to become a total beverages company, we continue to expand our portfolio and offer more choices to our consumers. Rani Float is a differentiated juice drink with real fruit and reduced sugar content.”