Bisleri fruit juice soon Bisleri fruit juice soon

Parle Bisleri Pvt Ltd, the packaged drinking water maker, has planned a foray into the domestic fruit juice market and earmarked an investment of Rs 100 crore (Rs 1 billion) for the upgradation of its Chittor plant and setting up of a new facility.

The company, which has been exporting fruit pulp under the Maaza brand, would launch its fruit juices under 'Alfa' brand in the country, company CMD Ramesh Chauhan said.

Stating that fruit juices were the next in the line of preference after packaged water, he said, "We will launch five or six flavours under Alfa brand in the next one year. We have launched mango juice for test marketing in Tamil Nadu."

The Rs 350 crore (Rs 3.5 billion) company, which has set up a Rs 50 crore (Rs 500 million) plant in Chittor in Andhra Pradesh for fruit pulp production for exports, has earmarked another Rs 100 crore for upgradation and a new unit in eastern or northern region.

Meanwhile, the company has also chalked out an expansion plan for its packaged drinking water business. Parle Bisleri has appointed city-based Orient Beverages Ltd as sole franchisee in eastern India while targeting to double sales in the next one year.

Besides, the total production capacity of packaged drinking water would be enhanced from the current 4,500 bottles per minute to 6,000 bottles per minute at an investment of Rs 10-20 crore (Rs 100 to 200 million), he said.