Indiantelevision.com > Media, Advertising & Marketing Watch > Balan Natural Foods launches "Jossh" fruit juices in Bangalore

Indiantelevision.com's Media, Advertising, Marketing Watch

Balan Natural Foods launches "Jossh" fruit juices in Bangalore

Indiantelevision.com Team

(24 April 2008 7:30 pm)

BANGALORE: Bangalore-based Balan Natural Foods (BNFL) has launched three flavours of fresh fruit juices in pet bottles under the brand "Jossh" in Bangalore.

The three flavors are orange, orange passion and pomegranate in 330 ml PET bottles priced at Rs 20 each.

The company is targeting the youth and hence will promote "Jossh" in college canteens and IT campuses.

The company also plans to use the tagline "Jossh at 20".

"The tagline signifies two things. One, the juice is available at Rs 20 and two, it is the 20-year-old in India today who is an enthusiastic achiever," stated BNFL chairman and MD A Ananda Kumar.

BNFL has fresh fruit and vegetable juice, and nectar products from prices ranging between Rs 4 (juice sticks for kids) to Rs 114 (1 liter pack of Kala Jamum nectar).

The company closed last year with revenues of Rs 250 million. This year Kumar expects more than 40 per cent growth and hopes to close the year with revenues of Rs 360 million.

At present BNF products are available in the four southern states namely Karnataka, Andhra Pradesh, Tamil Nadu and Kerala. They are also available in Orissa, Goa and New Delhi.

The company has tie-ups with airlines in India like Air Deccan, Kingfisher Airlines, Jet Airways and GoAir where BNFL juices and nectars are offered on board.

About five per cent of BFNL produce is also exported to Singapore, Australia, New Zealand and the Middle East.

To lower distribution costs, Kumar informed that spends amounting to Rs 120 million have been planned to set up two more manufacturing plants - one each in North and South India.

Also, the company has spent Rs 350 million on its existing manufacturing facility in Bangalore.

Kumar revealed that his company spent around Rs 10 million last year for product promotion mainly by way of in-shop promotion and advertisements.

This year he plans to spend around Rs 150 million towards marketing and promotion. TVC’s and media plans are under preparation and a promotion campaign could kick off three months hence. At present, the creative work is being done by a Chennai-based freelancer while the media buying is done directly by BNF.