Foods will invest Rs 20 crore to set up India''s most modern
multi-fruit processing facility at Siliguri, West Bengal.
This investment is a major step for Dabur Foods, helping
the company achieve backward integration to improve profitability.
enhanced access to the freshest fruits to make juices,
Dabur Foods will strengthen its competitive edge by
being able to market larger quantities of juices made
from the best quality raw material.
this investment is expected to have a tremendous impact
on the fruit growing agri-community by creating regular
market demand for fruits such as pineapple, litchi,
and guava that usually witness more wastage than mango
and apple, due to inadequate investments in processing.
in heart of the fruit-growing bowl of India, this multi-fruit
processing plant is the most technologically advanced.
The new facility is spread over 11 acres and will extract
192 metric tonnes/day. The plant will have high capacity
utilisation by processing pineapple, litchi, guava,
mango and grape the year round.
Dabur Foods CEO Amit Burman: "The vision of Dabur
Foods is to become an integrated food services company
with an end-to-end presence in food procurement, processing,
branding and providing related consultancy and services
achieve this, we adopted the unconventional strategy
of first choosing to build a strong consumer brand,
Real, which is India''s No 1 pure fruit juice today.
We are now embarking on the second phase of our growth
strategy by integrating backwards. This will result
in higher profitability, enhanced access to the best
fruits and complete control of the production process,
helping us further strengthen our market leadership
and offer the best tasting juice."
which offers the largest range of eight flavours will
benefit from improved sourcing across mango, pineapple,
grape, guava, mixed fruit, tomato and litchi. Real Activ
is available in orange, apple and orange-carrot, India''s
first fruit-veg combination.
vital component of the company''s product strategy has
been to offer traditional flavours that are not usually
available in packaged form. For instance, Real is the
only brand to offer pink guava and litchi variants which
have become very popular.
new multi-fruit processing facility will bolster this
strength and help us to expand our current range by
giving us the flexibility to process other traditional
Indian fruits as well as introduce new multi-fruit and
fruit-vegetable combinations," says Burman.