Nowadays, the Indian market is becoming inclined towards fruit juices as compared to fizzy drinks. The most recognizable beverage brand Coca-Cola, amid competitive environment is bringing in its acquired juice brand called Rani Float to India which is a fruit-based beverage manufacturer.
“Rani Float has real fruit pieces along with higher juice content, reduced sugar, and real fruit flavor,” said the spokesperson from Coca-Cola India.
The entry of Coca Cola’s Rani in the Indian market is expected to give a very tough competition to the well-known brands such as PepsiCo’s Tropicana, Dabur’s Real, Parle Agro’s Frooti, Paper Boat and Raw Pressery. In 2012, Coca-Cola had earlier acquired 50% equity in Aujan Industries’ beverage business that included brands like Rani Float juice and Barbican malt beverage. The amount of the acquisition was close to $1 billion.
The current is showing the higher demand for fruit beverages and juices rather than the sweet and fizzy soft drinks. It has also been reported that brand is currently being imported and after the completion of the imports, the sale will initially be started off in the important metro cities and then reach the other parts of the country.
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, the spokesperson added.
It must be noted that Coca-Cola already has existing fruit juice brands that are Minute Maid and Maaza. With the ever-increasing demand for healthy fruit juices, Coca-Cola is all set to lead the race and give a tough fight to the other beverage companies.