Hindustan Unilever Ltd.

Hindustan Unilever will soon launch its first fruit-based drink under the Kissan brand to cash in on the increasingly health-conscious mindset of the Indian consumer. The entry of the country's largest consumer products firm will potentially shake up the fast-growing 1,500-crore fruit-based beverages market, currently dominated by Dabur, Parle Agro, PepsiCo and Coca-Cola. Hindustan Unilever will launch fruit-based drinks in tetrapaks under the Kissan brand name. Its parent Unilever has fruit-based beverages only in a few markets, including Brazil. 

The 1,500 fruit-based beverages market in India is divided into three segments - fruit drinks, nectar and 100% juice - and is getting increasingly competitive. Parle Agro's Frooti, Coca-Cola's Maaza and PepsiCo's Slice are the three major brands in the fruit drinks space, which is the largest chunk of the fruit-based beverages category. In the nectar and 100% juice space, Dabur's Real brand controls half the market, while Pepsi's Tropicana has over 30% share.crackcrack