Summer heats up with ITC's entry into juices

Every year, consumers are used to the cola majors slugging it out in the heat of the summer, trying to outdo each other.

But this summer, there is a fight of a different kind emerging in a related category.

Cigarette-to-soaps maker, ITC, has stepped into the Rs 1,100-crore (Rs 11-billion) branded juice market, taking on the top two players Dabur and PepsiCo.

ITC, recently, began its print and TV advertising of B Natural, a brand it acquired a year ago (for under Rs 100 crore or Rs 1 billion) from Bengaluru-based Balan Natural Food.

The acquisition came after a decade since ITC acquired confectionary brand Mint-O from Candico. The brand is intended to give the Kolkata-based company an instant access to the juice market, albeit a small but growing segment.

And, ITC wasted no time in capitalising on its new acquisition, complete with new desi (local) flavours.

In a report, Abneesh Roy, associate director, institutional equities, Edelweiss, says, "ITC has launched seven flavours of B Natural, of which, one of them -- jamun juice -- has been introduced in the market for the first time.

“This time, too, ITC, on the back of strong investment behind the brand and success in the food space, will gain market share from established players in this industry.

“Launch of differentiated juice flavours will be a key to drive its market share, similar to round noodles in Yippee, which was also first of its kind and helped it gain market share."

Dabur (with Real and Real Activ) has 55 per cent share of the branded juice market, followed by PepsiCo's Tropicana with 30 per cent share.

Overall, the juices market is growing at about 15-20 a year, and is expected to consistently grow at this pace, as health consciousness among consumers prompt them to opt for food perceived to be good for health.

Kaustubh Pawaskar, FMCG analyst at Mumbai-based brokerage Sharekhan, says, "Branded juice is a small but growing market.

“It is also not very crowded, implying that ITC can make quick gains here as it looks to get a strong foothold.

“Entering juices is a clever move and part of ITC's overall strategy of making greater inroads into non-cigarette FMCG businesses."

For ITC, the food business, with an estimated revenue of Rs 5,700 crore (Rs 57 billion), is its non-cigarette FMCG mainstay.

ITC has increased its market share in biscuits and snacks in the last few years, despite heavy competition from well-entrenched players like Britannia, Parle Products and PepsiCo at the national level, and Balaji Wafers, Garden and Priyagold Biscuits in specific regions.

However, it has struggled to grow its other businesses within non-cigarette FMCG.

Among its biggest challenge, say analysts, is its personal care portfolio which is pegged at about Rs 900-1000 crore or Rs 9-10 billion (some analysts peg this business at around Rs 1,500 crore or Rs 15 billion).

The company has been hard-pressed to grow its market share, notably in soaps and shampoos, despite heavy investments.

Analysts attribute this to the crowded and mature nature of the two categories.

In deodorants, ITC though has notched up a share of 9-10 per cent, according to analysts, and is giving older rivals a tough time.

The company's recent buys of Savlon and Shower to Shower personal care brands from babycare major J&J will help it mark its presence in hygiene and healthcare, where branded play is restricted to a few major brands such as Lifebuoy (Hindustan Unilever) and Dettol.

The rest of ITC's FMCG portfolio, including agarbattis (incense sticks) safety matches, education & stationery products and apparel, is not large.

It contributes about Rs 1,500 crore (Rs 15 billion) to its total non-cigarette FMCG revenue of Rs 8,100-crore or Rs 81 billion (for the fiscal ended March, 2014; figures for the fiscal ended March, 2015 are yet to be released).

With foods emerging as its strongest and most rewarding bet so far, it is not without reason that the company continues to keep the momentum going with entry into new product categories.

After juices, dairy is expected to be ITC's next frontier.

"ITC has a strong track record of successful new launches in the foods space, right from “Yippee noodles, Sunfeast biscuits, Aashirvaad atta to Bingo chips.

“The company has achieved this by gaining market share from established players," Roy says in his report.

With seven flavours, ITC has signalled its intent of going the whole hog in juices.

Dabur and PepsiCo, too, have multiple flavours under their juice brands and are expected to ramp up, as well as introduce innovations, in a bid to ring-fence themselves from ITC.