The Hindu Business Line : Dabur to ‘Burrst’ in on homes

Speaking to Business Line, Mr V. S. Sitaram, Chief Operating Officer, Dabur India, said the company would drive home consumption for this sub-brand.

Primary focus

Though it is available in one-litre and 200 ml packs, “our primary source of business will be in-home consumption; we will drive the one-litre packs (priced at Rs 65),” he said, explaining that home consumption accounts for one-third of the market.

Competitors such as Pepsi, Coca-Cola and Parle started off as out-of-home drinks and are targeting on-the-go consumer with the smaller packs (200-250 ml), he said, adding that he expects 70-80 per cent of Burrst’s business to come from the bigger packs. The 200-ml packs are priced at Rs 15.

‘Points of difference’

Dabur has launched the drink in mixed fruit, apple, orange and mango flavours. It is a non-fizzy drink meant for all age groups, positioned as a light refreshment and thirst-quencher.

Mr Sitaram said there are “points of difference” between Burrst and other brands of fruit drinks in the market, such as the mango variant using Alphonso mango and the orange variant containing some pulp.

Key differentiator

Product packaging is another key differentiator. “While most fruit drinks are available in PET bottles, Real Burrst stands out with its carton packaging,” said Mr Sitaram.

Reworks positioning

Fruit-based beverages with over 85 per cent fruit pulp are classified as fruit juice, between 20 and 85 per cent as nectar, and less than 20 per cent as fruit drink.

However, Dabur has taken a different tack with its various beverages, said Mr Sitaram.

“This classification was more from a manufacturer point of view and consumers did not connect with the same.

“So, we have reworked the positioning (active health management, nutrition) based on the specific consumer need that each product and brand addresses,” he explained.

Dabur has not yet launched the advertising for Burrst. Mr Sitaram said he would like to have the distribution in place first — as of now, Burrst is available only in select retail stores.

Market share

With Real and Real Activ, its sweetened and unsweetened juice brands, Dabur accounts for about 52 per cent of the Rs 600-crore fruit juice market, which is growing at about 15-20 per cent.

The fruit drink (excluding juices) market is estimated at Rs 1,100-1,300 crore, and is growing at 30 per cent per annum.

Dabur is eyeing a near 5 per cent share of this segment in the next three years.