money-spinning brand and growing opportunities in the health and wellness food market in India, says a top company executive.
Indore-based Ruchi will start selling protein drinks with mango, lemon and orange flavours and snacks under the Nutrela brand in a few quarters, said Sarvesh Shahra, business head, consumer brand division.
An analyst said Ruchi is taking a leaf from Marico's book. FMCG company Marico has been adding new products like salt, rice and food supplements to its flagship brand Saffola, which was initially a sunflower oil brand.
Ruchi will also repackage its 'N'rich' brand of protein drinks, available in three exotic flavours such as Apple Kiwi, Apple Peach and multi-fruit. Ruchi had launched these products in late 2008 but did not taste much success because Indian customers do not like exotic flavours, according to market research by Ruchi. Ruchi earned half of its Rs 1200 crore revenue from the 'Nutrela' brand last year. It targets to double the brand sales in the next two years.
"The company may find it challenging to put substantial capital for distribution and promotion in the drinks and snacks segments," said Sageraj Bariya, research analyst, Angel Broking. "There is opportunity in the sector; but new entrant like Ruchi will have to compete with the established multinationals and the local player."
source :
http://economictimes.indiatimes.com/news/news-by-industry/cons-products/food/Ruchi-to-sell-protein-drinks-snacks-under-Nutrela-brand/articleshow/5755965.cm
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