Plans to increase its market reach on a pan-India level by 2022 by consolidating its channel ecosystem, expanding the number of retail outlets and improving product availability.
Fresca Juices, one of India’s fastest-growing packaged juice brands, has announced its multi-pronged growth strategy aimed at driving its countrywide expansion plans. As part of the growth initiative, Fresca will build on its strong presence in regional markets across North India by strengthening its channel ecosystem, expanding the number of retail outlets, and improving product availability. The fruit juice brand will also increase its presence in high-growth markets across East, West, Central, and South India to substantially strengthen its pan-India footprint by 2022.
• With an explosive CAGR of 50%, Fresca Juices has been growing at more than four times the industry average of 12% over the last three years
The latest expansion is in line with Fresca Juices’ objective of achieving an annual revenue run rate of around INR 150 crore by 2020. As the first brand to introduce holographic packs in aseptic packaging in India, it also aims to capture 2% market share in the nector category and achieve 400% growth in the fruit drink category in aseptic packaging. The brand will also be looking to build on its market presence in North India by capturing 10% of the overall market share in northern states by 2021.
Commenting on the stellar growth, Akhil Gupta, Founder and Managing Director – Fresca Juices said ‘Since its inception, Fresca Juices has consistently raised the bar within the Indian fruit juice market by introducing greater variety and innovation in our market offerings. Having established ourselves amongst the top fruit juice brands in North and East India, we are now looking to build on the impressive reception that we have received from our customers and increase our pan-India presence by undertaking rapid expansion across the country. We have the capability to fulfil the surge in demand, as we currently have a daily production output of 3 lakh litres and 6 lakh bottles when operating on full installed capacity. The market reception that Fresca Juices products have received thus far makes us confident that our explosive growth trajectory will continue for months and years to come’.
Fresca Juices has been growing at an exponential CAGR of 50% over the last three years – more than four times the overall industry growth of 12% – and currently has more than 2 lakh outlets operational in all states across North India alone. Its current growth trajectory has largely been driven by its efforts to increase the availability of its stock across key regional markets in North and East India. The brand has also been adding 700-900 new outlets on a daily basis, while augmenting its distribution and retail supply chain, and has made strong headway in the retail market by making its products available even in tier-4 geographies.
Ashok Chopra, Country Head- Fresca Juices said ‘Our growth over the last few years is a validation of the strength of our distribution ecosystem. Along with consistent addition of 700-900 new outlets on a daily basis, we are augmenting our distribution and retail supply chain and planning to bring in more retailers, distributors, wholesalers into the Fresca Juices value chain. By expanding the number of physical outlets, we have made last mile availability of juices possible for a much larger consumer base, thus making our presence felt in markets as deep as Tier 4 cities’.
Fresca Juices offers its customers more choices than any competing brand through its wide range of offerings. As a result, in the financial quarter ending March 2019, the brand achieved a quarter-on-quarter growth of 57% against 5% growth of the overall industry.