Started as a small farm in the year 1948, Pastonji Brands & Holdings Pvt. Ltd, Mumbai, went on to establish itself as a brand in 1989 with ice cream as its first product. Today the company offers a huge pool of products like ice creams, frozen desserts, flavoured milk, mango-based drinks and packaged drinking water. Naim Hafizi, managing partner, Pastonji Beverages Division, shares an insight about his company's products and plans and the beverage industry in India in an email interaction with Harcha Bhaskar. Excerpts:What is the company's share in the beverage segment? How has the segment grown since it was first launched?As being launched in April 2014, we have planned to capture 7% of the market share in Maharashtra within the first year.GoSip is communicated as a health milk-based drink wherein the company offers 11 variants to provide wide variety of range to the consumers. Brief us about the manufacturing plants for beverages. Our manufacturing plan is situated in Kandivali (West), Mumbai. Strategically, it was decided to select the plant within Mumbai so as to provide efficient service.What is the production capacity? Is the technology from India or is it imported from other countries?Our production capacity is 50,000 bottles per day and all the machineries are from India.What makes your product different than the competitors? What is the common thing taken care of while launching any new beverage product?We provide wide range of flavours to the consumers as well as with our expertise in the dairy industry we give the real flavours in the milk. Moreover, combination with two flavours creates a unique taste. For instance, Kesar + Elaichi = Kesar Elachi and other flavours like Masti Masala. Also, our Dudh Malai flavour is unique in the market. While launching any new beverage product, we do sampling, promotion activities and advertising of the product.How much nutrition is provided by one bottle of GoSip flavoured milk? Is it completely a dairy-based product?It is completely a dairy-based product. It provides 120 Kcal per 200 ml.What is the shelf life of the product? What are the preservatives and other ingredients added to the product?No preservatives are added. The product has 120 days of shelf life. How big is the flavoured milk market in India? At what rate is it growing?Our estimated market of flavoured milk in India is Rs 400 crore. It is expected to grow at a CAGR of 21% during 2012 – 2016.What are the drivers for flavoured milk market? What does the future hold for this segment compared to carbonated drinks in the beverage sector?Apart from the convenience factor, the flavoured milk category is also driven by an increasing trend of Indian consumers shifting toward the health and wellness segment. The flavoured milk segment is one that is driven by the well-to-do income class, where consumers are shifting from carbonated drinks to natural and nutritious drink such as juices and dairy products. Players of flavoured milk are innovating products in such a way that they appeal to consumers both in terms of nutritious value as well as taste.The company also has a mango-based product, FruitLe, in the portfolio. Brief us on the product.We thought of giving some fun to warmhearted Indians with joy, energy and life. And so, we launched our fruit-based beverage FruitLe in 2013.We have selected the prosperous fruit mango, which is the national fruit of India, to give you the magnificent 'FruitLe.' Our drink is made from natural fruit puree and contains high fruit percentage that ensures good quality. Its tempting taste, flamboyant colour and authentic style uplifts the attitude to create moments of fun. We follow the traditional culture with a progressive twist that emphasises on retaining the purity of our product balancing with the rich mango flavour.Our range of packaging is such as to ensure that it is pocket-friendly and reaches out to a larger population easily.What are the types of mango used for FruitLe? From where are they procured?Mainly, alphonso mangoes have been used for our FruitLe. They are procured from Karnataka.What types of marketing strategy has the company adopted to promote its products and compete with other players?Today, since the consumers are more interested in a healthy and varied diet and prefer different flavours, GoSip is produced to meet the consumers' demand.Also with the changing trend, we want to communicate and change the habit of consumers towards health and nutrition drink. In addition, we are targeting to promote our product among the young audience like college festivals and wherever the youth related events are happening.Talking about the packaged drinking water, Blasios, what are the various regulations to be followed?BIS certification and FSSAI certification.What are the types of bottling packaging used by your company? How food- and environmentally-friendly they are?We use eco-friendly and recyclable packaging.What are the challenges for the beverages (flavoured milk, packaged water/mango-based drink) industry in India? According to you, how it can be overcome?There is always competition and challenge in every industry, but perceiving the competition and beverage industry is to improve our product and provide the consumers best taste as possible. Providing the best choice to the consumer is the only way recognised as the best brand in the market.What are the research and development activities happening in the company? Is there any expansion plan and new launches scheduled for the remaining part of the year?We are continuously developing new flavours to offer the Indian consumer. Also, researching on new GoSip packaging - PET bottles.Does the company export its beverage products? To which countries?The company does not export any beverages to other countries.
Thank You for Visiting “We plan to capture 7% in Maharashtra in first yr”.
Posted by Unknown on Monday, August 4, 2014 - Rating: 4.5
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